We Are Cyclists: Shimano’s new film charts the rise of the All Bodies on Bikes movement

Shimano has released "We Are Cyclists," a new documentary film highlighting the All Bodies on Bikes movement. The film, produced by the component giant, aims to redefine cycling beyond traditional metrics of speed, distance, or physique, five years after the movement's inception. It showcases a more inclusive vision of the sport, focusing on accessibility and enjoyment for all participants, irrespective of body type or perceived athletic ability.

This release is significant as it aligns a major industry player like Shimano with a grassroots movement that has steadily gained traction. Historically, cycling marketing has often leaned into aspirational, performance-driven narratives, frequently featuring elite athletes or highly conditioned individuals. Shimano's backing of All Bodies on Bikes, therefore, represents a strategic pivot, acknowledging a growing segment of the cycling population that prioritises accessibility and community over competition, potentially broadening the market and challenging long-held industry stereotypes.

Ultimately, Shimano's film isn't just about inclusivity; it's a shrewd recognition that the future of cycling, and its market, lies beyond the peloton.