22–23 Mar 2025 270 days to go! #CyclingShow
National Cycling Show 2025 now on! Open Show Guide

James Scott

James is a behavioural scientist who focuses on how behavioural science and behaviour change techniques can bring about sustained change within active travel. He specialises in human connections between the environment and behaviour, designing large scale behaviour change interventions that encourage communities to become healthy by travelling via sustainable means.
Before joining Cycling UK in 2017, James worked at Sustrans as their Head of Behaviour Change in London. James has also worked for the UCI as one of their Worldwide Expert Coach Education Tutors. This has seen him tutoring and working alongside cycling federations all over the world, training their national coaches in best practice coaching skills and techniques