A Different Way to Work

It’s easy to assume that working at a bicycle manufacturer makes commuting by bike second nature. The reality is a little more nuanced.

Even at Orbea, where bicycles are part of our daily lives, changing commuting habits isn’t straightforward. Our headquarters in Mallabia sits in a valley surrounded by mountains, with colleagues travelling from across the Basque Country daily. For many of us, driving to work has always been the most practical option.

But we also recognise the obstacles that can make everyday cycling feel out of reach. Rather than simply encouraging people to change their routine, we wanted to create an opportunity to discover what commuting by bike could actually look like.

On Thursday, 15 October, Orbea workers gathered in nearby Durango to ride to our factory in Mallabia as a collective bike bus.

The idea was simple: create an opportunity to experience a real commute by bike, without the pressure of making a permanent change or needing to be an experienced cyclist. Ride starts with making cycling a realistic option, giving people the opportunity to experience it for themselves.

To make the commute more accessible and encourage colleagues to give cycling to work a try, a selection of Orbea Urban and Active e-bikes was provided. Designed for everyday use, these bikes offer electric assistance that can make all the difference, particularly on a hilly route like this one. It allows for a comfortable pace without arriving at work exhausted or needing to change clothes. Integrated lights improve visibility in traffic and mean one less thing to worry about before setting off. Racks offer flexible carrying options to bring along whatever the day requires. For someone who has never considered cycling to work, these practical features can change the way they see the journey.

Other colleagues joined the initiative by cycling independently from their own starting points on their own personal bikes, meeting the group at the factory to begin the working day together.

For many people, one of the biggest barriers to cycling to work isn’t the physical effort. It’s the prospect of sharing the road with morning traffic.

That’s where the bike bus made a difference. By travelling together at a comfortable pace, the group gained visibility on the road and the reassurance of having colleagues alongside them. The shared journey also offered an opportunity to discover a route that avoided much of the traffic.

What might have felt intimidating alone became more approachable. This is Connect in action: bringing people together through cycling and creating the confidence to try something different. We called this initiative Elkarrekin Bidean, Basque for “Together En Route”, reflecting a belief deeply rooted in our cooperative identity: we can go further when we move forward together. In this case, that meant making the journey to work more accessible for everyone.

By the time everyone arrived in Mallabia, there were 20 fewer cars parked at our facilities. It’s a meaningful result, but the most important outcome wasn’t the number of empty parking spaces. It was the opportunity for colleagues to experience their familiar journey in a completely different way.

For some, it was their first commute on an e-bike. For others, it was a chance to discover that riding the route with colleagues made the journey a whole different experience.

Of course, one morning doesn’t remove every obstacle to commuting by bike. Not everyone lives within a practical cycling distance, and suitable routes aren’t always available. We also have to consider the reality of working in a manufacturing environment, where shift schedules can make commuting by bike particularly challenging. But experiences like this can help challenge assumptions about what is possible.

This is where Transform begins. One morning might not change commuting habits overnight, but it can challenge assumptions and open up possibilities for the future.

We believe bicycles have a role to play beyond sport. They can change the way we move through our communities and experience everyday journeys. But making cycling a more accessible form of transport means understanding the barriers people face, not just assuming everyone can simply leave their car behind if you insist enough.

This bike bus was one step in a broader effort. Through Orbea Foundation, we’re working with organisations such as Olatu Berdea to better understand local mobility needs and explore practical solutions. Studies and surveys are helping us identify the challenges, and while we don’t have all the answers yet, we’re committed to finding solutions that work in practice.

What works for our colleagues could also benefit others working in the surrounding industrial area. By looking beyond our own factory, we hope to encourage a broader shift towards more accessible, sustainable commuting.

The impact of initiatives like this can extend well beyond a single commute. By demonstrating the viability of cycling to work and challenging assumptions about what’s possible, we can help make it a realistic option for more people.