Gen Z on the Move with Irwin Wouts and Camila Herrero Rodríguez
Stories That Move Us by Decathlon highlights the people, communities, and ideas shaping the future of sport and movement. In this episode, we focus on Gen Z and the future of urban mobility. Across Europe, young people are redefining what freedom means in the city and embracing safer, more affordable, and more sustainable ways to move.
Joining the discussions are Irwin Wouts, General Manager of Sport & Mobility at Decathlon, and Camila Herrero Rodríguez, Senior Manager for Walking and Cycling at C40 Cities. Together, they explore how Gen Z is already integrating cycling into their daily lives, why infrastructure and safety are critical, and how advocacy and culture can accelerate the transition toward people-centered streets.
From connected bike lanes and tactical urbanism to youth engagement in mobility policy, this conversation dives into both the practical and cultural shifts required to make urban mobility safer and more enjoyable. Whether you’re a policymaker, passionate about cycling, or simply someone curious about the future of our cities, this episode offers valuable insights into how the next generation is driving transformation.
Main topics discussed:
1:39 How Gen Z is Reshaping Urban Mobility and Redefining Freedom
4:07 Safety and the Need for Dedicated Lanes
6:59 Infrastructure, Tactical Urbanism and Building Complete Networks
10:50 The Role of Culture in Shaping Mobility
15:00 The Challenge of Bike Theft and the 15-Minute City
19:48 Advocacy and the Role of Cities in Driving Change
23:14 Engaging Youth in Mobility Policy and Co-Design
26:16 Mobilities of Care and Designing for Daily Demands
28:09 The Future of Urban Movement: A Call to Action
Quotes:
“Gen Z is really redefining what urban freedom is about. And for them, freedom is really freedom from traffic and from the financial burden of car ownership.”
“The primary reason why young people feel unsafe is risky behavior from drivers and the lack of dedicated bike lanes.”
“When we design products to go on cycle lanes, we have to be sure that they ensure the security and the safety of users on the lane.”
Guests:
Irwin Wouts
Camila Herrero Rodríguez
Links to resources:
Decathlon’s European Urban Mobility Barometer, 2025 [https://sustainability.decathlon.com/ride-to-move]
Follow us on LinkedIn [https://www.linkedin.com/company/decathlon-group/posts/?feedView=all]
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