March 19, 2014 – After much consultation and reflection, the board of the Bicycle Trade Association of Canada has decided to retire the BTAC brand in favour of a new entity, the Canadian Independent Bicycle Retailers’ Association, CIBRA.

Powered by independent bicycle retailers across Canada, CIBRA will be the steward and voice of the industry. CIBRA’s mission is “to lead Canadian independent bicycle retailers, with the support of our supplier members, toward strength and excellence through focused advocacy, constructive communications and partnerships, and practical education and training programs.” CIBRA’s focus on independent retailers will be reflected in a revised governance structure (to be put before the membership at an upcoming AGM) to reflect independent oriented initiatives, improved board committees to promote education programs, a national cycling advocacy component as well as a number of new cost-saving benefits for members.

With its new vision and mission also come clear and defined goals that focus on independent bicycle retailers. CIBRA’s commitment is to assist independent bicycle dealers in growing their business and providing programs and services that add value. With the support of the supplier community and other stakeholders, bring a renewed focus on Canada’s independent bicycle dealers and the new and stronger voice for the industry.

“My colleagues and I on the board of directors are very excited to begin this season with a new focus and energy through CIBRA,” said Kevin Senior, President of the Board of Directors and owner of Bow Cycle in Calgary, “We have spent the past year consulting with industry stakeholders about the future of our association and we have developed a vision and mission that is relevant and responsive to the suggestions we have heard.”

“The creation of CIBRA reflects the organization’s emphasis on improving, and advocating for Independent entrepreneurs, who stand proudly at the front lines of the Canadian cycling industry,” said Bill Yetman, Executive Director. “The CIBRA logo-a streamlined cyclist tailed by a sales tag adorned with a maple leaf-represents new momentum and revitalized energy, as well as the pride to speak as the collective voice of Canadian independent bike retailers.”

A  meeting of the membership will be held in the near future to present a new set of bylaws and overall structure for CIBRA. Until then CIBRA will operate under the current BTAC structure and governance model.

To learn more about CIBRA visit www.cibra.bike, or contact CIBRA Communications and Marketing Manager Eben Holmes at eben@cibra.bike.