The Bicycle Leadership Conference (BLC) is the world’s leading conference for bicycle industry executives. This is the opportunity to network and shape the future of bicycling.


Join us for inspiration and education on topics such as: sustaining bicycling's unprecedented momentum, e-bike access, technology and the latest data trends, and diversity, equity and inclusion training for your business.

The Virtual BLC agenda and speakers will be available soon.


United to find solutions that transform the bike industry



Registration for the Virtual BLC is $199. There are a limited number of scholarships available for those in need. Please contact for more information.


The registration deadline is September 28 at 12 p.m. PT.


Those who register before September 14 will receive a PeopleForBikes gift box with a water bottle, socks, sunglasses, buff, bike light, tote and stickers and buttons; as well as detailed handouts on how to use the Remo platform and other necessities to make sure you're fully prepared for the Virtual BLC. 


If your company is a member of PeopleForBikes, your registration for the Virtual BLC entitles you to $100 off registration for the 2021 BLC (April 12 - 14, 2021 at the Chaminade in Santa Cruz, CA). 


Each in-person BLC registrant will be contacted by Sea Otter Classic (SOC) to coordinate a refund of their registration fee. Registrants may also contact Meghan Carr at If you had lodging reservations at the Monterey Plaza, please contact the Plaza directly at (800) 334-3999.

2021 BLC


PeopleForBikes is excited to announce that the 2021 BLC dates and location are official. Please join us on April 12 - 14, 2021 at the Chaminade Resort and Spa in Santa Cruz, California. The previous Tuesday - Thursday format of the BLC in past years has been shifted to Monday - Wednesday, allowing participants ample time to attend the SOC in nearby Monterey.


This online adaptation of our traditional bicycle industry executive conference will include an interactive networking experience and two exciting keynote speakers – Birkenstock CEO David Kahan and StoryBrand’s Kristin Spiotto. The agenda will also feature talks on diversity, equity and inclusion in the bike industry, e-bike market adoption, sales and ridership data, and continuing the momentum of the current boom in bicycling. 

David Kahan, CEO, Birkenstock

David Kahan, is the CEO of the Birkenstock shoe brand. Kahan, who has led Birkenstock since 2013, has engineered a dramatic resurgence — including sales growth of 10x — for this casual shoe brand. He led efforts to unify previously separate U.S. operating units, converting to one operating platform for ease of service (especially for independent retailers), spurred the launch of new products, and revolutionized the brand’s marketing, which has led to industry-wide recognition. Birkenstock was named Brand of the Year by Footwear News in 2013 and 2017. Kahan previously headed the North American region for Reebok, managing a $1.3 billion business, and was part of the management group that led Reebok to be acquired by Adidas in a $3.8 billion transaction, one of the largest acquisitions in the history of the footwear industry.

Kristin Spiotto, Facilitator, StoryBrand

StoryBrand is a framework that helps your company tell a clear and compelling story. Kristin Spiotto is a StoryBrand facilitator who will lead the audience through a major paradigm shift around marketing and storytelling that you can take home and implement in your business. Take the guesswork out of marketing by learning why inviting customers into a story is a key strategy to grow your business.


The shift you will experience is understanding that your customer is the hero of the story and you are the guide who will show them the way. According to the global business consulting firm Deloitte, customer-centric companies are 60% more profitable than companies that are not focused on the customer. When brands position our customer as the hero and ourselves as their guide, we will be recognized as a sought-after character to assist customers along their journey. It’s a small but powerful shift that focuses on the path and struggles of our customers and allows us to provide the products or services they need to succeed.


As a history professor, college Associate Dean of Students and employee trainer at a software startup, Kristin Spiotto has used the power of story to help learners move to new places of clarity and understanding. She knows that there are few things more precious to a business owner than their company. Kristin now uses her experience in education and technology to help companies clarify their message so that people are truly motivated to take action, which often results in businesses thriving.

PeopleForBikes is excited to use the Remo platform to host the Virtual BLC. Remo is a virtual conferencing tool that will enable BLC attendees to network and move about interactive "rooms" as if they were attending the BLC in person.

Remo uses video, audio and live chat to allow people within the space to interact from anywhere around the world. Each user has their own avatar, which they can move from room to room just by clicking on a space. As soon as you enter a room, you will be able to see, hear and interact with whoever is already in that space in real-time.


Morgan Lommele

Director of State + Local Policy