Cyclists are brilliant at getting non-riders on bikes
Over the past year along with B’Twin and Decathlon UK, we’ve been encouraging people to get themselves and others riding with our getbritainriding campaign. It’s been a huge success too: over 10,000 cyclists have pledged to get friends or family on bikes saying that they’d help a whopping 42,000 people take up riding this year. In total, you lot have pledged to ride a hard-to-comprehend 23 million miles over the course of the year. Sit yourselves down, you must be worn out! British Cycling, coincidentally, have been doing something similar this year and they’ve just published the first results from their ‘Bike Shed’ studies, a collaboration with behavioural scientists at Colombia University and their partners HSBC looking at “how best to encourage, motivate and dispel the fears associated with getting on a bike.” Given, they say, that 50% of UK adults are ‘lapsed’ cyclists, they developed a series of studies to identify new and tangible ways to inspire people to get out pedalling. ...