James Scott

James Scott serves as the Director of Behaviour Change & Development at Cycling UK, where involvement includes innovating and designing interventions to inspire a diverse audience to embrace cycling. With a background as an expert MTB tutor at the World Cycling Centre, contributions were made to coaching materials and instructional programs. Prior experience includes leadership roles at Sustrans, overseeing behavior change initiatives across education and health sectors in London, and promoting cycling among school-aged children. James holds a Master of Science in Behavioral Sciences from the University of Derby.