Cycling, one of the Strategies for Vibrant, Liveable, Sustainable, Green Urbanism





About Us


Evolving Focus

First, the emphasis was on redistribution of road space for people who were currently cycling.

Then, the priority evolved to quality cycling infrastructure that would induce motorists to cycle instead for their transportation needs.

Now, the focus is shifting towards cycling being one of the strategies for delivering vibrant, liveable urban neighbourhoods that are sustainable in the long term and green, making contributions to improvement in the quality of air, in personal health, in helping reducing the obesity health crisis, and in contributing towards the reduction of health care costs.


Velo.Urbanism, Barcelona

Velo.Urbanism, the Blog


Hans-Jurgen (Jack) E.H. Becker


BASC (Civil Engineering), MBA

Consultant, APBP

Vancouver BC and Calgary AB, Canada




Jack believes in balanced transportation systems in cities supporting urban form, where people have a true choice of which transportation mode they can choose for their next trip. He expresses his passion for cycling through his business involvement and by his support for cities to become very liveable, vibrant, sustainable, and green with balanced transportation options, accessible by all without artificial barriers.

Driving Passion

Jack’s advocacy focus continuous to be on urban and rural cycling infrastructures and environments that would appeal to motorists to cycle instead for their next trip and on bringing European cycling thinking and designs to British Columbia, including combined mobility of cycling with all forms of public transportation. Jack spends his efforts focusing on the role of human behaviour influencing successful infrastructure design, social marketing of cycling, and network design and infrastructure design toolkits.

People are Customers of Urbanism and Transportation Infrastructures

For Jack, cycling for transportation is a marketable product such as cars and common household products are. For him, the target markets for cycling for transportation are cyclists and, more importantly, are the drivers of today who could be influenced to consider using other modes of transportation instead. The target customers include motorists, people who cycle occasionally, and students whose future modes of transportation could be influenced early in their life. Jack feels that cycling for transportation should be marketed with vigour using the same marketing product development methodologies as any other consumer product along with marketing sales campaign strategies.

Priority - Infrastructure, Social Marketing

His philosophy for cycling growth is that first comes the implementation of quality cycling infrastructure and cycling networks to the liking of potential cyclists who are currently motorists followed by strong social marketing campaigns selling the concept of cycling and combining transit with cycling. If marketing comes too early, then “cyclists turnover” will happen and it will take years to persuade these people to give cycling another try. Cyclists’ visibility, quality design toolkits, intersection designs, separation of cyclists and motorists, trip time, clear wayfinding, combined mobility, and vigorous social marketing will lead to significant cycling traffic and cycling mode share growth. He strongly believes that cycling is one of the options for moving towards vibrant, liveable, sustainable, and green communities.

Life as an Advocate

He has been involved in cycling and sustainable transportation advocacy for the last 21 years. Past involvements includes director of the HUB (7 years), member of the City of Vancouver Bicycle Advisory Committee (8 years), and public co-chair of the Toronto Cycling Committee (5 years). Currently, he is a director and past president of the British Columbia Cycling Coalition, director of Bike to Work B.C., founding member of Canada Bikes, a member of the Sustainable Transportation Coalition. He has been a member of governmental stakeholder groups such as BC Recreational Trails Stakeholder Committee, the Stanley Park Restoration Project Stakeholders Committee, and the Vancouver / UBC Area Transit Plan Stakeholders Committee.

Cycling advocacy activities include development of advocacy organizations and a municipal advisory committee, network and infrastructure initiatives, design toolkits, social marketing, cycling touring, and combined mobility.

Life as a Consultant

As a principal of Third Wave Cycling Group, he was the lead consultant in a municipal cycling network plan development and a conference chair of an international cycling conference for two years. He supported the development of a major bike parking study for a regional transportation organization. Past experiences include transportation planning and operations for a private sector firm, program management, contract negotiations, and construction.

He is a member of the Association of Pedestrian and Biking Professionals.

Speaking on Cycling

Jack has spoken on cycling in Canada, the US, Spain, Taiwan, and China.


A Cyclist by Choice, Cycling for Transportation, a Cycling Tourist

Cycling is his main form of transportation. He considers himself a touring cyclist with 100,000 km of touring experience taking him through Canada, US, Europe, and New Zealand.

Studying while Cycling

During his travelling, Jack has focused on urban and rural cycling approaches in the many cities and countries that he has passed through.


Nice Fr Tramway







Unless stated otherwise, photographs are the property of the article author(s)
©Photograph by H-JEH Becker, 2013
©H-JEH Becker, Velo., 2013