Challenge For Change

  • 43% of occasional cyclists now cycle at least two days a week

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

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

  • 31% of non-cyclists now cycle to work at least once a week

  • 'After taking part in the Challenge, I realised that cycling was helping with stress relief. I am now riding my bike 3 times a week.' - Non-Cyclist

  • 'Did it last year and it had a very positive effect last year on fitness within the organisation.' - Regular Cyclist

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."