We’re excited to welcome Sam Coldham, Business Development Manager at Brompton Bike Hire, to the Modeshift National Convention 2025. Sam will be presenting in Session 4, Team Talks on Tuesday 25 November, with his talk: ‘Rural mobility – a hot potato. Identifying opportunities to increase rural mobility, where there isn’t many chances to try cycling’

Ahead of the Convention, Sam shares a preview in his guest blog, exploring the challenges and opportunities of increasing cycling access in areas where chances to try it are few and far between.

Folding the Future: Storytelling, Inclusion, and the Power of the Brompton

Across cities and towns, change is quietly unfolding – sometimes quite literally. With every Brompton that pops open on a platform, or folds neatly under a café table, a different kind of journey begins. The Brompton isn’t just a bike; it’s a statement. About freedom, agility, and living lighter in the places we call home.

But how do we take this movement further? How do we inspire more people to make the shift to cycling, not just as a hobby, but as a daily habit?

Why Storytelling Matters in Changing How We Travel

At Brompton, we’ve seen time and again that it’s not specs or speed that get people riding it’s stories. The commuter who folds her bike at her desk and skips the bus queue. The grandad who now meets his grandkids at the park thanks to an Electric C Line. The artist who carries their sketchbook and folds their Brompton when visiting galleries.

These moments matter because people don’t just buy a bike, they buy into a lifestyle. One where time is better spent, space is better used, and cities are better lived in. Storytelling turns a product into a movement. And if we want more people to switch to sustainable travel, we need to show not just tell, the possibilities.

Broadening Reach: Beyond the Urban Core

Traditionally, cycling and especially folding bikes, have been associated with a certain type of user: urban, affluent, and male. That narrative needs to change.

We’re already seeing that when we bring Brompton’s into different communities whether through employer schemes, loan libraries, or ride-outs the results are powerful. People realise it’s not about Lycra or speed, but about convenience, dignity, and joy. That’s when mindsets shift.

To engage broader communities, we need to be present where people already are: community centres, stations, schools, local markets. And with decision-makers, we must frame Brompton as not just a smart bike, but a smart solution for low-emission zones, public transport integration, and healthier high streets.

Practical Lessons from the Saddle

One of our proudest moments came when we partnered with NHS trusts to provide Brompton’s to key workers during the pandemic. The feedback was overwhelming. Staff felt empowered. Travel times dropped. Many kept riding long after the crisis eased. What worked wasn’t just the bike—it was the immediacy, the flexibility, and the sense of being valued.

But challenges persist. Cost, for some, remains a barrier so schemes like the Cycle to Work programme are essential. Infrastructure is also uneven: folding bikes can bypass some of the issues (storage, theft, intramodality), but we still need more safe routes and better signage.

One key insight? When people try a Brompton, they’re often sold. The challenge is access and visibility. So pop-up demo days, long-term trials, and storytelling campaigns that show real people using the bike are all essential.

A Unique Perspective: The Culture of Compact

Brompton sits at a unique intersection of engineering meeting design, utility meets culture. It’s not just a bike that folds; it’s a philosophy. One that fits modern life messy, mobile, and increasingly conscious of our impact.

We believe folding bikes can do more than shift transport habits; they can reshape how we think about ownership, space, and pace. In a world of excess, the Brompton is a masterclass in less-is-more.

We also see it as a bridge: between cycling and public transport, between different parts of the city, and between people who might not otherwise see themselves as “cyclists.”

This is a movement that’s not about being fast it’s about being free.

See You at the Convention

If you’re passionate about cycling, city living, sustainability or just curious where this movement is headed join us at the Convention.

We’ll be sharing stories from the saddle, insights from communities, and practical strategies for making bikes like the Brompton part of everyday life. Whether you’re a policymaker, campaigner, or someone wondering if a folding bike could work for you come and connect.

Because when you fold out a Brompton, you’re not just unfolding a bike. You’re unfolding new ways of moving, living, and thinking.

And that’s a story worth sharing.

Booking Details:

*Modeshift Members receive one fully inclusive space as part of their membership. You will shortly receive an email from us containing your unique booking link – please keep an eye on your inbox.

Early Bird Discounts for Members (until end of September):
• 10%* off 1–3 additional tickets
• 15%* off 4+ additional tickets

All tickets must be ordered in a single booking for the discount to apply. To secure your discount code, please email [email protected]

Let’s come together once again to share knowledge, build momentum, and shape the future of travel in our communities. See you in Leeds!