Biking backwards to be first past the post in the local election race

On his face, an expression of fierce concentration such as you might expect of a man doing complicated equations in his head. His bottom planted firmly on the handlebars of a bicycle he was riding backwards down a beach.
What, any political adviser might ask, was the point? What did this picture convey about a man who was planning to be a political candidate in the local elections that were, at that time, several months away?