Leaders from across the global bicycle industry came together in Dana Point, California, this week for PeopleForBikes' annual Bicycle Leadership Conference (BLC), the industry's premier gathering for executives, advocates, and innovators shaping the future of bicycling and the bike business nationwide.
On day one of the conference, industry leaders convened for the Bicycle Product Suppliers Association Trade Association Committee (BPSA TAC) meeting to review the evolving trade landscape affecting the bike business. Participants discussed Section 232 and 301 tariffs, recent Supreme Court developments, and new reciprocal tariff authorities that could impact bicycle imports. In addition to tariff conversations, the committee aligned on advocacy priorities, including national strategy around e-moto regulation and ongoing legislative challenges in New Jersey. The group also reviewed progress on PeopleForBikes' Bicycle Industry Data Exchange, which will power the industry's new Data Suite.
The opening ceremonies at the BLC placed a strong emphasis on one of the industry's most urgent priorities: making bicycling safer for everyone across the country. Speakers emphasized that safer streets and connected places to ride are essential not only for preventing tragedies but also for growing ridership and strengthening the bike industry.
PeopleForBikes CEO Jenn Dice welcomed attendees with opening remarks that set the tone for the conference. Speaking to an audience of industry executives and advocates, she highlighted the role advocacy, infrastructure investment, and public policy play in creating safe places to ride and growing participation.
The centerpiece of the evening was the presentation of the James L. Oberstar Awards, delivered by Trek Bicycle President John Burke. Named after the late Congressman James L. Oberstar, a longtime champion of bicycling in U.S. transportation policy, the awards recognize leaders advancing safer streets and stronger policy for people who ride bikes.
This year's honorees, Daniel Langenkamp and Jill and Michael White, were recognized for transforming personal tragedy into national movements for safer roads and stronger protections for vulnerable road users.
Dan Langenkamp, founder of Sarah's Basket and the Ride for Your Life, received the Oberstar Award for advancing federal and local bicycle safety initiatives following the death of his wife, Sarah Debbink Langenkamp, a diplomat and cyclist killed while riding near their home in Bethesda, Maryland, in 2022.
Through Langenkamp's leadership, Ride for Your Life has grown into the largest World Day of Remembrance event in the United States, bringing together thousands of participants across the country to honor victims of traffic violence and call for safer infrastructure.
Langenkamp also led the introduction of the Sarah Debbink Langenkamp Active Transportation Safety Act, bipartisan federal legislation aimed at closing gaps in bike networks, expanding safe infrastructure, and removing barriers that prevent communities from accessing federal transportation funding. The bill is in a strong position to be included in the surface transportation reauthorization bill currently being drafted in Congress.
"Sarah believed deeply in the power of bicycles to create healthier, more connected communities," said Langenkamp. "While no family should ever experience the loss ours has endured, I'm committed to ensuring her legacy leads to safer streets for everyone. The growing momentum behind policies that help communities build safer bike networks shows what's possible when people come together to demand change."
The Oberstar Award was also presented to Jill and Michael White, founders of The White Line, whose advocacy has helped drive national momentum for stronger road safety protections and data transparency following the death of their son, Magnus White, a 17-year-old Junior National Champion cyclist killed by a driver while training near his home in Boulder, Colorado.
The White family led the push behind the Magnus White and Safe Streets for Everyone Act, federal legislation that would equip new vehicles with automatic emergency braking systems capable of detecting bicyclists. This bill has already passed an important step moving through the House Subcommittee on Commerce, Manufacturing, and Trade and is now being considered by the House Energy and Commerce Committee as part of the 2026 surface transportation reauthorization bill.
"Magnus loved the freedom and joy that comes from riding a bike, and he believed in pushing himself to be the very best he could be," said Jill and Michael White. "We refuse to accept that losing lives on our roads is inevitable. Our goal is to ensure that Magnus' legacy leads to meaningful change, stronger laws, safer vehicles, and a culture where protecting vulnerable road users is a shared responsibility."
Finally, Burke honored his longtime colleague Bob Burns with the last Oberstar Award of the evening, celebrating Burns' dedicated involvement in countless advocacy efforts across the country and incredible humility in putting others ahead of himself to advance key work for better biking throughout his career.
The Bicycle Leadership Conference continues throughout the week with sessions exploring market data, global supply chain trends, policy priorities, and strategies to grow bicycling participation. See the full agenda.
About PeopleForBikes
PeopleForBikes is the U.S. bicycle industry's trade association, representing more than 340 bicycle industry supplier members. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike; advance pro-bike and pro-bike-business legislation; and reduce barriers to welcome more people to the joys of riding a bicycle. Our goal: help the United States become the best place in the world to ride a bike. Learn more at: peopleforbikes.org.
