As leaders in the cycling industry, we are responsible for making our workplaces, communities, and world genuinely inclusive. The Cycling Industry Pledge (CIP) holds companies accountable to advance diversity, equity, and inclusion in the cycling community and includes the WTF Guiding Principles for any individual to take.

CIP was inspired by the Outdoor CEO Diversity Pledge created by Teresa Baker.



The cycling industry is the most discriminatory out of all outdoor industries on gender-based exclusion*. Cycling companies hold an influence on how people interact with the bike industry. As representatives of the bike industry, they invite the types of people who choose to recreate outside and shape how they behave. Day-to-day, they manage countless employees who do the same. In the way they operate, they can elevate inclusion to the front of our workplace culture.

Gender and racial inequality prevail in bike shops, professional cycling, and media representation within the cycling industry. Professional cycling is among the worst in professional sports with disproportionate funding, payouts, support, and attention for women and transgender people. In bike shops, women disproportionately experience sexism and exclusivity more than men.* LGBTQ+ and people of color are subject to inequities around the world, especially in the United States, but we have a valuable opportunity to take on gender, racial, ethnic, and other divides by promoting diversity, equity, and inclusion within our cycling communities.

Spending from cycling contributes significantly to local, state, and national economies, as well as internationally – the second-highest spending for any outdoor activity*. Advocating for inclusion is not just for social good, but it also improves the economy, corporate performance, and employee engagement. Cycling companies with diverse groups of employees, athletes/ambassadors, and media representation perform better and leave our outdoor spaces in better hands for the next generation.

Advancing diversity, equity, and inclusion effectively engages and supports all underrepresented groups.To do this, they must address honestly and head-on the concerns and needs of their diverse employees to increase equity for all. Gender, racial, and ethnic diversity does not stand alone: it intersects with age, sexual orientation, religion, disability, socioeconomic status, and other categories of identity. We are committed to empowering people who are underrepresented in groups such as those above. We support ongoing advocacy efforts for body-positive culture, women, indigenous rights, LGBTQIA+ equality, and differently-abled cyclist enthusiasts.


We commit to sharing our progress with WTF Bikexplorers to evaluate progress towards weaving diversity, equity, and inclusion within our company. We will track our own progress, share an annual update with WTF Bikexplorers, and hold ourselves accountable to the goals we have set via the Pledge.

We advocate supporting other companies in the bike industry in their pursuit of inclusion. We will do this by building a culture of collaboration, enhancing existing programs, and making a commitment to serve the greater cycling community.

We recognize that the commitments above won’t solve our challenges overnight, but we believe they represent incremental progress toward building a more inclusive bike industry. We hope this list of signatories will grow over time, and we invite other bike industry companies around the world to join us.

We believe the bike industry will reach its full potential when it represents everyone who rides a bike. By committing to the Cycling Industry Pledge and advocating for diversity and inclusion within our workplaces, industries, and broader business community, we create a landscape that includes and empowers everyone.


In signing the Cycling Industry Pledge (CIP), I will help craft a specific set of actions for my company which will:

1. Practice upholding the WTF Bikexplorers Guiding Principles These ten guiding principles are designed to help facilitate safer spaces for learning and exploration with care, respect, and intention.

  • Commit and acknowledge that the ten principles are to guide our company on a path to more inclusion and understanding of different backgrounds and experiences.

  • 2. Advocate to hire a diverse workforce and executive leadership

  • Broadcast job opportunities and internships to underrepresented populations in your workforce and executive leadership.
  • Explore diversity, equity, and inclusion (DEI) education for your teams.
  • Build workplaces that enable challenging conversations about DEI.

  • 3. Visibly engage in supporting broadly representative cycling teams, events, athletes, and ambassadors

    • Uplift underrepresented voices and stories in our media to provide the next generation a collection of role models who represent all backgrounds. Recognize the difference between tokenization and representation when it comes to content. Holistically support inclusion within all companies’ practices and policies.
    • Support athletes and ambassadors with gear and funding to achieve their goals and showcase them in our media because they represent our brand’s core values.
    • Commit to supporting events and races that encourage more inclusion and diversity within the sport.

    • 4. Share the Pledge with other companies in the cycling industry

    • Encourage other companies to begin their paths to inclusive representation by sharing your commitment to this pledge.
    • Be vulnerable and open to real conversations about the challenges we face together in the bike industry and understand that change starts with you.


    We recognize that these four outlined actions are not the complete answer. Still, we believe they are concrete steps toward building more diversity, equity, and inclusion and forming a more accountable network within the cycling industry.

    By being a part of the CIP Network, you will receive emails about CIP updates, resources, and actions from WTF Bikexplorers. We want to emphasize that the CIP Network is accountable to follow the WTF Guiding Principles and take the actions outlined seriously. At the end of the year, we expect signees to fill out a survey on what actions your company has taken and what improvements can be made for the CIP Network.

    Signing the Cycling Industry Pledge means being a part of a conscious collective dedicated to positive social change in the cycling community. When you join the CIP Network, you are holding yourself accountable, and asking the cycling community to help you hold yourself to a higher standard of inclusion. The CIP Network aims to foster empathy, understanding, and eagerness for the growth necessary to make progress toward true equity in cycling spaces. By signing CIP, your shop or organization is taking an active role in that progress. You join a network that cheers each other on, holds each other accountable, shares information and education, and reminds one another of why we are all here.


    **PLEASE NOTE: Companies, bike shops, events, and non-profits in the cycling industry are eligible to sign CIP. A signature must be from or be approved by the founder/CEO of the organization. At this time, we are not accepting signatures from cycling teams, independent consultants/contractors, and businesses with less than two employees.


    As of September 7, 2020, there are 244 companies, bike shops, events, and non-profits that have signed the Cycling Industry Pledge.



    The CIP Issue Report allows individuals to notify WTF BX about signees who violate their commitments to CIP actions and WTF Guiding Principles.



    Get a limited edition screenprint poster of our Guiding Principles and a CIP sticker to show your support for the Cycling Industry Pledge.



    Please visit the CIP FAQ for more information or email us at if you have any questions.



    Diversity is the presence of differences that may include race, gender, religion, sexual orientation, ethnicity, nationality, socioeconomic status, language, (dis)ability, age, religious commitment, or political perspective. Populations that have been-and remain- underrepresented among practitioners in the field and marginalized in the broader society.

    Equity is promoting justice, impartiality and fairness within the procedures, processes, and distribution of resources by institutions or systems. Tackling equity issues requires an understanding of the root causes of outcome disparities within our society.

    Inclusion is an outcome to ensure those that are diverse actually feel and/or are welcome. Inclusion outcomes are met when you, your institution, and your program are truly inviting to all. To the degree to which diverse individuals are able to participate fully in the decision-making processes and development opportunities within an organization or group.

    WTF Guiding Principles

    Outdoor CEO Diversity Pledge

    CEO Action

    Camber Outdoors Report

    British Cycling Report

    Outdoor Industry Economic Impact Report

    Bicycling Magazine ‘Bike Shops Need Change’

    Outside Online Survey