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."