Beyond Rider Training: A Call for Continuous Improvement and Shared Responsibility

The European Association of Motorcycle Manufacturers (ACEM) launched their “Learn – Ride – Enjoy – Repeat” campaign in April 2025, with support from the Fédération Internationale de Motocyclisme (FIM), urging motorcyclists to embrace advanced training. Here in the UK, the Motorcycle Industry Association (MCIA) backs this with its Elite Rider Hub—an online directory of training courses. These initiatives highlight a stark reality: motorcyclists face disproportionate risks on our roads, and progress remains slow or non-existent. Encouraging skill development is a logical step, and the Motorcycle Action Group (MAG) welcomes the intent behind ACEM, FIM, and MCIA’s efforts.

But there’s a catch. We’ve been here before. The Elite Rider Hub isn’t new—it predates ACEM’s latest push, proving advanced training isn’t a novel concept. It’s a familiar refrain that hasn’t yet delivered the sweeping change we need. While it appeals to enthusiasts eager to become “elite” riders, it struggles to reach those who simply use a motorcycle as transport—not passion. This gap hints at a broader truth: advanced training alone can’t untangle the messy web of road safety challenges. That’s why MAG champions our “Welcoming Roads” vision and the “Safer Roads through Better Driving” campaign, advocating for a more inclusive, holistic approach.

The Limits of Advanced Training

Advanced training offers real benefits—sharper hazard awareness, refined road craft, and greater confidence. Programs like the Elite Rider Hub and even before that, BikeSafe, help to make a dent persuading more to sign up. But it’s no cure-all. Many crashes stem from factors beyond a rider’s control: other road users’ errors, shoddy infrastructure, or treacherous conditions. And the “elite” label? It inspires enthusiasts but often misses the “hard-to-reach” riders—those who don’t see themselves as “bikers” and skip voluntary training.

Drivers face a similar story. Advanced training exists for them too, but uptake is dismal. Most drivers treat their car as a tool, not a hobby, so optional skill-building remains a niche interest. Pointing fingers at motorcyclists or drivers alone misses the point. Road safety isn’t one group’s burden—it’s a shared puzzle. Over-reliance on voluntary, advanced courses, however well-meaning, can’t crack it or reach everyone who matters.

“Welcoming Roads”: A Vision for All Road Users

MAG’s “Welcoming Roads” manifesto, launched in June 2021, shifts the focus. It builds on efforts like ACEM’s campaign while aiming higher: a road system that serves everyone. Roads aren’t just for motorcyclists—they’re shared by commuters, leisure travellers, and logistics alike. No one should feel unsafe or out of place in their legitimate use.

Our vision stands on three core ideas:

• Equal safety: Every road user—whether on one, two, three, four or more wheels, or foot or hoof—deserves a secure, efficient trip.
• Shared responsibility: Safety isn’t riders’ alone; it’s drivers, cyclists, pedestrians, and the systems behind our roads.
• Continuous improvement: We’re after meaningful progress, not unrealistic, unobtainable goals—tweaking training, policies, and infrastructure with road users in mind.

Advanced training has a role, but it’s not the whole playbook. MAG emphasizes licensing and novice training to reach riders early—especially those “hard-to-reach” users who won’t chase advanced courses later. Still, this is just one thread in our bigger push: lifting all road users. Imagine a culture where continuous skill growth and road respect are the norm for everyone—not just a perk for the keen few.

Why MAG Looks Beyond Motorcycling

Some might wonder: why does a motorcycle group like MAG propose solutions for all road users? Isn’t that hubris? Not quite. Motorcyclists face stark vulnerability—stats show we’re far more at risk than others. That reality drives us to advocate for change that benefits everyone. Our lens isn’t narrow; it’s shaped by the interconnected nature of road safety. We’re not overstepping—we’re recognizing that safer roads for all mean safer roads for us too.

“Safer Roads through Better Driving”: Broadening the Effort

Our backing of the “Safer Roads through Better Driving” campaign, detailed in December 2024, puts this into gear. It ditches oversimplified slogans like “Speed Kills” for five practical reforms:

1. Reviving 1947 principles: Restore “policing by consent” for trust, not just tickets.
2. Lifelong learning: Push driver and rider training—like the “Speed-Surprise-Space” Risk Model—for all.
3. Local patrols: Bring back community-based traffic policing with local know-how.
4. Pragmatic speed limits: Set practical, safe limits using the 85th percentile rule.
5. Community focus: Promote “Mind Driving” courses and open crash data for a shared safety mindset.

These tackle systemic gaps that rider training alone can’t touch, syncing with “Welcoming Roads” to make safety a group project.

The Multi-Modal Reality and Escaping Tribalism

Here’s a fact often ignored: very few road users stick to one mode. We’re multi-modal—driving to work, riding for fun, walking the dog, or hopping a bus depending on the day. Yet road safety debates often splinter into tribes: drivers vs. riders, cyclists vs. pedestrians. Vision Zero, despite its noble aims, has stumbled here, sometimes entrenching these divides by zeroing in on specific modes and overlooking others rather than uniting them.

MAG takes a different tack. We see road users as part of one ecosystem, not rival camps. Avoiding tribalism is vital for real progress, and “Welcoming Roads” seeks to bridge those gaps. By pushing shared responsibility and continuous improvement, we aim for a culture where safety is everyone’s goal—not a tug-of-war between groups.

Time to Break the Cycle

The “Learn – Ride – Enjoy – Repeat” campaign and Elite Rider Hub are strong steps, but they’re not enough. We need to zoom out beyond the rider-only focus and tackle road safety’s full scope. MAG’s blend of licensing, novice training, and a call for all road users to level up points the way. We invite ACEM, MCIA, and all advocates to join the Welcoming Roads movement – chasing continuous improvement and inclusivity.

Let’s make roads truly welcoming. Share your thoughts, get involved, and help shape a safer future. Contact us at central-office@mag-uk.org.