Challenge For Change

  • 'After 25 years of non-cycling I now enjoy riding every day.' - Non-Cyclist

  • One in five people taking part in our Challenges hasn't cycled in the previous 12 months

  • 'Please do it again! It was much talked about and gave cycling a much higher profile.' - Regular Cyclist

  • 49% of people taking part in our Challenges are non- or occasional cyclists

  • 'Great fun, we all really enjoyed it and hope to take part again. The competitive element was very motivational.' - Occasional Cyclist

  • 99% of participants say they would be likely to take part in another Challenge

Behavioural Change Theory

Our Cycle Challenge model incorporates principles of social marketing, behaviour change theory, and commercial marketing principles. Instead of promoting cycling through traditional methods, the Challenge gives people a fun ten-minute cycling experience.

This can quickly break down negative perceptions about cycling, and replace them with new, positive attitudes. Taking part in a Challenge is an ideal first step to encouraging more people to start cycling.

"I enjoyed it more than I thought I would, it was easier than I thought and I like the idea of keeping fix and travelling to work at the same time."