Cycling often stirs up a whirlwind of emotions in cities, see Toronto lately, where discussions around bike lanes can feel more heated than the congestion induced road rage these days. But what if cities are just looking at bikes all wrong? What if, instead of middle aged men in lycra or food couriers zipping by at breakneck speeds, we saw bicycles for what they truly are? Simply a powerful tool to transform cities into happier, healthier and more liveable places.
To dig into this, a conversation with Chris Bruntlett of the Dutch Cycling Embassy was in order. A Canadian-turned-Dutch-citizen, Chris spends much of his time travelling the world, helping cities and some surprising corporate organisations learn from the Dutch cycling success story.
Not Just Bikes
“It's not just about bikes,” Chris clarifies early on, setting the tone for our conversation. “It's about liveability, inclusivity, prosperity. All the things that getting more people cycling can do for your city in terms of making it a better place.”
Chris’s journey from Vancouver to Delft is a testament to this ethos. He recalls his early days advocating for safer streets as a young father in Vancouver. “We dipped our toes into cycling advocacy as a passion project of writing, photography and video production. Over 15 years, those small efforts added up to landing our dream jobs in the Netherlands.”
His work now focuses on helping cities avoid reinventing the wheel (pun intended). “You don’t copy and paste Amsterdam, but you learn from the process they went through,” he explains. “It's about making Toronto, Sydney, or Manila a better version of themselves.”
This is important. Because we need to get over the usual detractor argument of “we’re not Amsterdam” … we know.
The Dutch Secret Sauce
So, what makes the Netherlands a cycling ‘utopia’? According to Chris, it’s not just the bike lanes but how they integrate seamlessly with everything else. “When you step out of a train station and see thousands of parked bikes, it’s not just a statement; it’s a system. Everything works together. It’s mundane and unremarkable—but that’s the beauty. People ride bikes as effortlessly as they put on shoes.”
This “unremarkable” experience hides decades of thoughtful planning. “In the 70s and 80s, Dutch cities figured out that one bike lane at a time wasn’t enough. They built cohesive networks as quickly as they could, connecting where people live, work and play.”
It’s a lesson Chris sees many cities struggling to learn. “Unfortunately we still see elsewhere this idea of just building slowly, one route at a time in response to specific incidents and opportunities and then taking two steps forward and one step back and you're never going to get that network effect of mass ridership until you connect all of those origins and destinations in your city.”
Breaking Down the Barriers
Of course, bringing Dutch principles to other cities isn’t without its challenges. Weather is a common excuse. “People say you can’t bike in Toronto because it’s snowy half the year. Well, in the Netherlands, I’ve seen more rain than sunshine, and people still cycle,” Chris quips.
The real issue? Perception. “It’s not the weather stopping people; it’s safety, comfort, and convenience. Cities like Vilnius, where it snows, or Seville, where it hits 42 degrees, prove that good infrastructure gets people cycling.”
Then there’s the cultural shift. “Cycling isn’t about racing or gear. It’s about getting from A to B. The Dutch see bikes as tools. Whether it’s for carrying a toddler, groceries or even an ironing board.”
I’ve seen this myself in Montreal this winter. People biking when it’s well below freezing, many on the Bixi bike share with winter tires on the bikes, but also because the lanes are well maintained, cleared as well as providing the feeling of safety by being protected from the cars.
E-Bikes: The Game Changer
Chris is particularly bullish on e-bikes. “They’re not just speed enhancers; they’re range extenders. The average e-bike journey here is double that of a regular bike, and they open up cycling to people who live farther out or have less physical ability.”
In the Netherlands, e-bikes now outsell regular bikes. “But they’re regulated: speed limited to 25 km/h and pedal-assist only. It’s about future-proofing the infrastructure for these slight differences in speed and mass.”
It’s a nice example of us not just replacing the old technology with the new electric or digital one, but instead applying the new technology to say what can we do that was previously impossible. In many cases, the e-bike is a replacement for the car, or at least the second car in the family.
Role of Private and Public Sectors
What role do private companies play in supporting cycling? Chris offers a surprising example: Walmart. “The Walton family, who owns and operates Walmart, has been remarkably progressive in trying to make Bentonville, Arkansas, a cycling destination—not just for recreation but also for commuting,” he says.
“They’ve invested in infrastructure, bike loan programs, and even aimed to improve the cycling commute rate for their employees to 10%.” The results, Chris notes, are compelling. “They’ve seen fewer sick days, better productivity, and higher job satisfaction. It’s good for their bottom line.”
Beyond Bentonville, the Walton Foundation funds cycling initiatives across the U.S. “It’s interesting,” Chris adds. “Even a company that’s built on car-centricity can recognise the economic and societal benefits of cycling. It’s leadership from an unexpected place.”
This feels super heartening. If the company that is probably most associated with parking lots can get into cycling, and how that changes the way people get to work, or what the small city where they’re headquartered looks like … Well this is the point that to change the world, we can do it by changing cities, and that doesn’t just come from government, but corporate enterprises too. I’m hoping we find much more of that on this journey vs. leaving it to the politicians.
Leadership and Vision
Leadership is the linchpin in building cities that work for cyclists and pedestrians. It’s not just about laying bike lanes; it’s about laying the groundwork for bold, transformative change. But as Chris points out, this kind of leadership often comes with resistance. “The backlash against cycling infrastructure is Newton’s third law in action. Every move forward triggers an equal and opposite reaction,” he explains.
Paris provides one of the most compelling examples. “Anne Hidalgo faced enormous criticism, especially during the pandemic when she reallocated road space for cycling,” Chris recalls. “But by the end of her term, she’d not only won reelection but with a bigger mandate.” Her leadership transformed Paris into a global model for active transportation, showing that bold decisions can shift public sentiment over time.
Montreal offers a similar story. Its leaders initially faced fierce criticism for their bold measures in individual boroughs through the likes of widening curbs, reducing car flow and prioritising pedestrians and cyclists in the likes of the Plateau. Yet by the end of their terms, those same leaders were rewarded with larger majorities, proving that courageous decisions, while controversial at first, often pay off in the long run.
Chris and his wife Melissa have spent years studying what makes these transformations possible. Their upcoming book, set to release in 2025, delves into a surprising commonality among cities that lead the way: female leadership. From Paris to Montreal to Barcelona, many of the boldest changes have been driven by women.
“What we noticed is that these leaders aren’t focused on being popular or staying in power. They got into politics to make an impact. They’re willing to take risks, listen to their communities, and prioritise empathy in their decision-making.”
This is not to suggest that only women can lead transformative change, but rather that a shift in leadership style is needed, one that values collaboration, consensus-building and long-term vision over short-term approval. “It’s about recognising that cities aren’t frozen in amber,” Chris says. “They need to evolve to meet the changing needs of the people who live there.”
The Bruntletts hope their book will inspire more cities to embrace this type of leadership. “We’re not saying it’s easy,” Chris adds. “But as these examples show, the rewards far outweigh the risks. Leaders who focus on creating safer, more livable streets leave a legacy—and the people, ultimately, are on their side.”
By threading together bold vision, empathy and a willingness to challenge the status quo, cities and their leaders can set themselves up not just to survive but to thrive.
A Holistic Vision
If Chris had a magic wand, his vision would go beyond bike lanes. “It’s about intermodality, where bikes and public transport need to work together. The bicycle has a range problem, and public transit has a convenience problem. Combine the two, and you’ve got a real alternative to the car.”
In the Netherlands, this integration is seamless. “One single card payment gets you from bike parking to trains to shared bikes at the other end of the journey. That’s what we need to aim for, systems that complement each other, not compete.”
But it’s not just about infrastructure. “We need to break down silos,” Chris says. “The bike planners need to talk to the public transit planners and the land-use planners. The Dutch have a governance model that forces everyone to cooperate. That’s what makes their cities work.”
So Let’s Get Moving
There is a call to urgency in the conversation. Lots is being done, but the momentum needs to be greater. We should really be doing these things faster and faster. “Cities can’t afford to wait. We need to build at a much greater pace and scale. It’s not rocket science, but it does require political commitment and a shift in mindset.”
The lesson from the Netherlands isn’t just about bike lanes or trains; it’s about ambition. It’s about designing cities for people, not just cars. It’s about leaders stepping up, citizens demanding more and breaking out of the status quo to embrace something better.
Because when you build for bikes, you build for everyone. Better infrastructure leads to safer streets, healthier people and more connected communities. It’s not just a change in how we move—it’s a change in how we live.
As cities like Paris, Montreal, or even Bentonville show, investing in cycling isn’t just good policy, but good business, good health and better living.
Chris leaves us with a hopeful vision: “The Netherlands didn’t achieve this overnight, but it shows what’s possible with a clear goal and the courage to make it happen. Every city can do this, it just takes that first step.”
Let’s get moving.
To being Challengers.
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