/ Speakers / Erik Bronsvoort


Erik Bronsvoort

Freelance Innovation Manager, Trainer and Author. Co-founder, Circular Cycling



Optimistic cycling freak with a drive to make our planet a better place. Erik managed innovation projects in the construction industry until 2009. Then decided to dedicate his time to sustainability as he realised that solving climate change and resource scarcity needs a business case. Wrote ‘From Marginal Gains to a Circular Revolution’ to inspire the cycling industry to act.


The bicycle is one of the best solutions to realise a low-carbon transport system. But how sustainable is the cycling industry, and the bicycle itself? Until recently, this has not been a part of the strategy of most of the companies in the industry.

There is an increasing pressure on companies to contribute to tackling climate change, (plastic) waste and pollution. This pressure comes from more, and a more diverse set of stakeholders: government regulation, investors trying to ‘Paris-proof’ their portfolio’s, courts ordering companies to cut CO2-emissions, employees in search for a meaningful job, and customers with a conscious wallet.

Combine all that with a boom in bike sales and the resulting pressure on the supply chain, now is the time to change our business model. We need to shift from our current linear ‘take-make-waste’ economy to an economy where resources are used forever. An economy that does not rely on finite resources, without pollution, and without waste.

To make the transition from our current linear take-make-waste economy to that circular economy, marginal gains are not sufficient. To get there, we need a revolution.

A revolution with an enormous opportunity for brands to make a big step in innovative product design, reduced reliance on stretched supply chains, and in the interaction with customers.

From his own experience, Erik will give an insight into how the cycling industry can create products that will create a win-win-win situation: customers win because they are able to ride more reliable products that require less maintenance. The industry wins because it can create equal or more value with less material. Finally, the planet wins because there will no longer be any waste or pollution, and nature will get a chance to regenerate.

No posts were found.