Our Strategic Plan: 2025 - 2030

Our Vision

A future where cycling is seen by everyone as an essential mode of transportation in BC and is always a safe, comfortable and convenient choice.

 

Our Mission 

To get more people cycling, more often.


Our Values

 

Collaboration 

We accomplish more when we work in partnership with others, both internally and externally. We seek out common interests and build strong and trusting relationships.

Equity

We believe in actively addressing historical and systemic inequalities to ensure that everyone has the opportunity to succeed. We amplify underrepresented voices and create pathways for equitable participation and success.

Inclusivity

We welcome and celebrate the diversity of all residents of British Columbia through our work. By embracing diversity, we better connect with and serve our members and communities.

Innovation

We recognize that progress comes with change. We harness our creativity, proactivity, and resilience to address challenges and create new opportunities.

Responsibility

We are here to serve our members, supporters, and communities. We act with integrity and transparency, are accountable for our actions, and make evidence-based decisions.

Sustainability

We integrate the three pillars of social, environmental and financial sustainability in our decision-making.

 

Our Goals

  1. More and better cycling networks across British Columbia, with a focus on infrastructure that is comfortable for most people.
  2. Deeper impact among communities that face social, cultural, financial and/or accessibility barriers to cycling.
  3. Improved and expanded cycling-related education for users of all transportation modes.
  4. Increased and deepened engagement through our current programs and new initiatives.
  5. Stronger policies and legislation at all levels and types of government that make cycling safer, more accessible, and appealing.
  6. Increased recognition as British Columbia’s trusted resource for cycling education, advocacy, celebration and research.

 

Our Objectives

  1. A 15% increase in total cycling route kms in Metro Vancouver, and a 25% increase in "Comfortable for Most" cycling route kms based on State of Cycling in Metro Vancouver (SoC) data. Supports goals 1 and 2  
  2. Complete State of Cycling Benchmarking Assessments in select urban regions across BC, to support setting targets for increases in total infrastructure kms and increases in the % that is rated as “Comfortable for Most”. Supports goals 1 and 2
  3. 80% of public school children across British Columbia are reached by a HUB Cycling cycling education program at least once during their school years. Supports goals 2, 3 and 4
  4. Increase annual participation in StreetWise cycling education programs, including intensive cycling programs that engage equity-denied communities, by 100%. Supports goals 2, 3, 4 and 6
  5. Increase annual participation in HUB Cycling programs and events by 40%. Supports goals 2, 3, 4 and 6
  6. 50% of BC residents cycle regularly (at least 1/week in 1 season), and detailed mode-share research is in place to track trends province-wide. Supports goals 1, 2, 5 and 6
  7. Continual improvement of the BC Motor Vehicle Act, with at least 5 of HUB Cycling's recommendations adopted. Supports goals 1, 2 and 5
  8. A branded network of cycle highways is launched province-wide. Supports goals 1, 2 and 5
  9. Diversity among HUB Board, Staff, Volunteers, Members and program and event participants reflects the communities we seek to serve. Supports goals 2 and 4
  10. 50% of BC residents are aware of HUB Cycling and 60% of those rate the organization positively. Supports goals 4 and 6


Glossary

 

Comfortable for Most

A designation developed for the HUB Cycling State of Cycling benchmarking report, which classified cycle routes on multiple criteria.  These bikeways are either fully protected from motor vehicle traffic or are on shared roadways with low posted speed limits (i.e. 30 km/h or less) and low motor vehicle traffic volumes (i.e. less than 2,000 vehicles per day). Comfortable for Most is a broader classification than AAA (All Ages and Abilities)

Cycle Highways

Cycle highways are the highest quality bike routes, covering long distances (5km+) and providing regional connections between major destinations. They are direct, paved, protected, lit, of ample width, and with intersections prioritizing people cycling. This, along with clear signage, branding, and regular maintenance, ensures cycle highways are safe, comfortable, and easy to use for people of all ages and abilities at all times of the day and year.

Mode share 

Mode share is the percentage of travelers using a particular type of transportation or number of trips using said type, often used to compare numbers of people using private vehicles, public transportation, cycles, and walking

All levels and types of government

Within this plan, this refers to federal, provincial, regional, municipal, and First Nations government organizations.


Appendix 1 - Data Sources by Objective: 
 

Objective 1: Total Cycling Kilometers

Our 2024 baseline for Metro Vancouver's cycling network is 4,871 km total, with 2,261 km considered 'Comfortable for Most' routes (from 2024 State of Cycling in Metro Vancouver). We aim to update this data every two years.


Objective 2: State of Cycling Benchmarking Assessments in More Communities

Our baseline is zero communities outside Metro Vancouver that have undergone a full 'State of Cycling' assessment. We'll conduct new data collection in other BC regions to help set targets for 'Comfortable for Most' route growth there.   

 
Objective 3: Public School Children Educated on Cycling

Our 2024 baseline shows 62% of public school students in our target cohort were reached by HUB Cycling's school education program. 

In 2024, 26,165 students participated in on-bike courses (Learn2Ride or Ride the Road). Our target cohort is 41,872 students, representing an average of one full grade level across grades 4, 5, 6, and 7, based on provincial enrollment data. If updated enrollment data isn't available, we'll estimate annual cohort increases using a 1.4% population growth rate
 

Objective 4: Participation in StreetWise Programs

Our 2024 baseline for total StreetWise program participants is 1,114. This includes attendees at in-person courses (education centers, Ride Your Path, Workplace, and custom courses), online course enrollments, and educational webinar attendees. For intensive programs (those with at least two sessions, like Advance Your Ride, Women's, Seniors & Newcomer programs, and Kidsafe courses), the 2024 baseline is 104 participants.
 

Objective 5: Participation in HUB Cycling Programs and Events

Our 2024 baseline for total participants in HUB Cycling programs and events is 29,262. This figure includes participants from:

  • Go by Bike Week registrations + celebration station/wrap party visits
  • Bike to School Week estimated participants (# of registered schools x average reported participants/school)
  • Bike to Shop activation visitors
  • Bike the Night registrants
  • Bike Awards, Annual General Meeting, Bike Film Fest attendees (and other future in-person events)
  • Non-education webinar attendees
  • HUB-organized community ride participants (only rides that are open to all and include participants other than Local Committee members)
  • Bike Bus participants
  • Any other new program or event participants not covered by Objectives 3 (Bike to School) or 4 (StreetWise).
     

Objective 6: 50% of BC residents cycle regularly

Our target is for 50% of BC residents cycle regularly. As of our March 2025 HUB Omnibus survey, 39% of BC adults cycle regularly (at least once per week in any season), with an additional 14% cycling occasionally (less than once per week during a season). 

Since no reliable detailed provincial trip diary data currently exists, HUB Cycling will advocate for the Province of BC or other research partners to regularly collect this data, potentially aligning with TransLink and Capital Regional Districts' five-year detailed trip diaries. 

We'll also work to include youth mode share data, once the Middle Years Development Instrument (MDI) 2024-25 and 2025-26 school year data becomes available. Our 2024 data from select Metro Vancouver municipalities hosting Ride the Road courses shows that 3% of trips to/from school for Grade 6 & 7 students are by bike.
 

Objective 7: Improvement of the BC Motor Vehicle Act

Our objective is to see at least 5 HUB Cycling's recommended changes incorporated into the BC Motor Vehicle Act, starting April 1, 2025
 

Objective 8: A Branded Network of Cycle Highways

Establish a branded network of cycle highways throughout BC
 

Objective 9: Improved Diversity

Our goal is to foster a collective understanding and commitment to Diversity, Equity, and Inclusion (DEI) within HUB Cycling.  We'll achieve this by implementing a DEI action plan, developed with Bakau Consulting's guidance, and conducting annual reviews and adjustments. While we'll assess representation through diversity and participant surveys (every 1-2 years), we recognize that representation is only one aspect of our DEI goals.
 

Objective 10: 50% of BC Residents are aware of HUB Cycling and 60% of those rate the organization positively. 

We aim for 50% of BC residents to be aware of HUB Cycling, with 60% of those aware rating the organization positively (a score of 6 or higher out of 10).

Our 2025 baseline, from our early 2025 Omnibus survey, shows:

  • 34% of respondents are aware of HUB Cycling (up from 23% in 2019).
  • 65% of those aware rate the organization positively (6+ out of 10), an increase from 50% in 2019. (In 2025, 18% responded 'don't know,' compared to 25% in 2019).

HUB Cycling's 2020-25 Strategic Plan is available here.