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Small Business Strategy Inquiry 2025 - ACT and Bira call for members to share their voice

20 Jun 2025

The House of Commons Business and Trade Committee has asked the ACT, and its parent company Bira, to help them reach out to small business retailers across the country, for their quick input on... Read more…

Beyond the discount: Restoring integrity to the cycle supply chain

18 Jun 2025

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain, writes ACT Director Jonathan Harrison in an article published for BikeBiz.
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Bira welcomes Wales' business rates proposals but calls for key improvements

11 Jun 2025

Bira has welcomed the Welsh Government's consultation on business rate reforms for retail shops, whilst calling for significant improvements to ensure the proposals truly support high street... Read more…

New awards launch to champion Britain's independent high street heroes

9 Jun 2025

Retailers on Britain's high streets are being encouraged to put themselves forward for the first-ever Love Your High Street Awards, designed to celebrate the small businesses that bring... Read more…

"Tectonic shift" in employment law threatens independent retailer viability, warns Bira podcast

6 Jun 2025

Independent retailers are facing a "generational" transformation of employment law that could fundamentally change how small businesses operate, according to the final episode of Bira's first... Read more…

Retailers hope warm weather and bank holidays will boost high street sales

16 May 2025

ACT parent company Bira has said that members are hopeful the warm weather, Easter weekend and upcoming bank holidays will provide a much-needed boost to high street sales.
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Economic growth surges to 0.7%, but "April reality check" looms for high street retailers

15 May 2025

UK economy delivers strongest quarterly performance in a year despite forecasts of business downturn.
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Communities come together for Local Bike Shop Day 2025 celebrations

13 May 2025

Local Bike Shop Day 2025 brought a wave of... Read more…

ACT parent company Bira welcomes Bank of England's latest interest rate cut

8 May 2025

ACT parent company Bira has welcomed the Bank of England's decision to reduce interest rates from 4.5% to 4.25%, calling it a "much-needed boost" for the retail sector, including for cycling... Read more…

ACT parent company Bira responds to Beales' "Rachel Reeves Closing Down Sale" as iconic store makes final protest

8 May 2025

ACT parent company Bira has responded to the news that the 144-year-old Beales department store is staging a "Rachel Reeves Closing Down Sale" in its final weeks of trading, with giant yellow... Read more…

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ATG Training launches new brand identity

Posted on in Cycles News

Activate Cycle Academy, Part of Activate Learning

UK Cytech training provider ATG Training is to become known as Activate Cycle Academy from today. This name change and rebrand is the final piece of the Activate Learning group takeover which began in 2016 and resulted in the old ATG Training headquarters and operations being relocated to Oxford in 2018.

Originally founded as the Aylesbury Training Group back in 1967, this transition to Activate Cycle Academy signifies the full integration of the cycles training business within its parent company, Activate Learning.

To complement the name change, a brand new website has been launched along with new marketing material and staff uniform. Cycles Sales and Marketing Manager, Matt Grant said:

“We are all very excited about our new brand identity. It reflects more accurately where we are today as a training company in terms of being part of the much larger educational group Activate Learning and no longer being based in Aylesbury.”

“Within the greater Activate Learning group we have our own cycle-specific identity, something we never really had at ATG where it was always shared with engineering based training. This new focus on our specific Cytech courses and cycle maintenance apprenticeships will help keep us at the forefront of cycle maintenance training in the UK and worldwide.”

Cytech courses are developed with the industry and accredited by the Association of Cycle Traders (ACT), who manage Cytech on behalf of the cycles trade worldwide.

Reflecting, on how becoming part of Activate Learning in 2016 has helped benefit and develop their training delivery, Grant added;

“The benefits have been huge for us already. The amazing new, purpose-built training workshop in Oxford was a massive upgrade from the old Aylesbury centre, as highlighted when it was selected as the host venue for the final of the last Britain’s Best Bike Mechanic. In April we will also be opening a brand new cycles training centre at another Activate Learning campus, Merrist Wood College, near Guildford. These continued improvements to our training facilities only help to enhance the learners experience whilst attending our courses and ultimately benefit the cycle industry as a whole.”

Activate Cycle Academy Cytech Workshop Oxford

Activate Cycle Academy's Cytech Training Centre Oxford

Operationally, there will be no change to their existing course structure, the training team or service offered – Activate Cycle Academy will continue to deliver the same excellent range of the internationally recognised Cytech courses and cycle maintenance apprenticeships.

The on-boarding and course booking process will be greatly enhanced via the new website, with Grant adding;

ACT “The new website, in particular, will make the whole online process smoother, easier and more straightforward to use with concise, up to date course information and a more streamlined booking and payment system.”

For more information, head to their new website here - https://activatecycleacademy.com

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