An evening with Adam Tranter

I think we can expect to hear more about Adam Tranter in the years to come, if this week’s BDOVELO webinar is anything to go by. Adam’s a guy who makes things happen, whether it's activating fellow parents to create a “cycling bus” to school or inspiring the bike industry to change the everyday perception of cycling. He is undeniably passionate about his cause and more than prepared to hold those in office to account.

Adam hails from Coventry, once the home of the British cycle manufacturing industry and famed as the birthplace of the Starley Rover, the benchmark for the modern bicycle. It’s probably no surprise to hear that he followed his father’s tyre tracks as a cyclist and was racing from a young age.  By his own admission, his talent didn’t match his aspirations of reaching the dizzy heights on the pro-circuit but he passion for cycling and an ability to write landed a role at Cycling Weekly where he built a great network of cycling contacts.  Recognising the need to pay the bills, Adam formed Fusion Media in 2008, a marketing agency, where he quickly built an enviable client list including Shimano, Le Col, Red Bull and Brompton, to name a few

Adam's clearly not a man to sit still and his passion for all things 2 wheels drove him to create a vision for his home city.  In 2020, Adam became the Cycling Mayor of Coventry, a dignitary with a simple objective; to create a better cycling experience in his home city.  

With an abundance of energy, backed up by the power of the media, Adam is on a mission to put two wheels ahead of four.  It’s not quite “mission impossible” but it’s certainly more than a walk (or ride) in the park.   Like his own cycling hero, Graeme Obree, Adam demonstrates a steely determination to make things happen and you certainly wouldn’t bet against him getting his way. 

Adam certainly has his hands full!  Alongside Fusion Media and his role as Cycling Mayor, he’s heavily involved in the #bikeisbest campaign (which is encouraging non cyclists to become cyclists) and just happened to drop into our conversation that he has created the Running Channel to offer the "Runner audience" a similar experience to the GCN (Global Cycling Network) crowd.

As we wrapped things up, Adam got the call to help with supper for his young family. A busy chap indeed!

We wish Adam well on various missions and will watch his continuing journey with interest.


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