Working with stakeholders to plan and develop the business cases for at least 10 major safe cycle routes on the Starley Network.I want the West Midlands to have these rewards too." “Congestion really drags down our region’s health and prosperity cities that have embraced active travel have been rewarded with better air quality, less carbon emissions and happier citizens. We can only do this by building high quality, direct and connected infrastructure. We saw during lockdown that vast numbers of people will cycle given the right environment to do it in our goal has to be giving these people a genuine alternative to using a car for short journeys. Īdam, who is Coventry born and bred, said: “I want our region to achieve its active travel potential. In Birmingham, 25% of resident car journeys are under one mile, while three-quarters of people say they would cycle more if there were more safe segregated cycle routes. The West Midlands region needs more people cycling and walking in order to reach the WMCA’s aim of improving health and reducing carbon emissions as set out in the region’s #WMCA2041 plan to tackle climate change. Since 2018 the West Midlands has secured £40 million for active travel routes and projects, including the West Midlands Cycle Hire, and the commissioner will be looking to build on that success. The Government has made active travel, the collective term for cycling and walking, a priority for transport investment. We wish Adam well on various missions and will watch his continuing journey with interest.Andy Street, Mayor of the West Midlands (left) with the region's newly appointed cycling and walking commissioner Adam Tranter 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.Īdam 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.Īs we wrapped things up, Adam got the call to help with supper for his young family. It’s not quite “mission impossible” but it’s certainly more than a walk (or ride) in the park. 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. 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. 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 fewĪdam'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. 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. 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. He is undeniably passionate about his cause and more than prepared to hold those in office to account.Īdam 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. 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. 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.
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