Will Butler-Adams believes it\u2019s imperative that bikes become the world\u2019s primary mode of transport. Speaking to Michael Hayman on Capital Conversation, the CEO of Brompton Bicycle says that with just 4% of London on bikes, the city\u2019s cycling potential is being underplayed.<\/p>\n
\u201cBikes lead to happier cities. In the 70s Berlin and Amsterdam had low cycling levels like us – now they’re at 25-30%. There was a vision.<\/p>\n
He adds, \u201cYou need people who have a long-term view but our city is being driven by short-termism.”<\/p>\n
Brompton looks to be the UK\u2019s solution to a problem that other European countries have overcome in recent decades. Its iconic folding bikes are well-suited to an increasingly urbanised capital.<\/p>\n
\u201cWe need to change how we live in this city and it needs to be designed around the people that live here,\u201d Will says. \u201cThis means we need to live a life where we are moving and doing more exercise.\u201d<\/p>\n
The company\u2019s growth has been huge under Will\u2019s stewardship; changing the perceptions of how the company viewed success since his appointment as CEO in 2008. Brompton has increased its number of employees ten-fold, and its turnover from \u00a32 million per year to more than \u00a332 million in a decade.<\/p>\n
The business continues to innovate as it looks to still boost the number of London cyclists, creating an environmentally-friendly bike that integrates artificial intelligence.<\/p>\n
Will expects that with consumers becoming more conscious of the impact their products have on the environment, successful brands of the future must operate with purpose: \u201cIf you don’t care about this little blue dot that we live on, you won’t have any customers. They will find out and take their business to someone who does care”<\/p>\n