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Breeze pic 4.jpgHalfords partners British Cycling’s Breeze programme
Halfords has announced that it will collaborate with the Breeze initiative, British Cycling’s recreational cycling programme for women. The retailer says it will promote the Breeze network and also offer a new ‘ladies night’ where representatives will teach basic bike maintenance at selected Breeze events.
Breeze involves volunteers organising local women-only rides of varying distance. Breeze project manager, Natalie Justice, said the partnership would help increase awareness of the network.
“Our goal is to encourage as many women as possible to get involved in cycling for fun and fitness and through working with Halfords we can reach more women with events that they can’t wait to take part in.”
Since launching in 2011, over 15,000 Breeze rides have taken place, involving 60,000 women. Last September, it was announced that Breeze would be expanding into Scotland and Wales. British Cycling’s stated aim is to get one million more women cycling by 2020.
Justice says the women’s cycling market has huge growth potential and that the collaboration with Halfords demonstrates a growing appetite for initiatives encouraging women to cycle.
Commercial director at Halfords, Emma Fox, said:
“More women are taking up cycling as commuters, for serious fitness and for fun with friends, but we know more can, and should, be done to attract and support women.
“We want to break down the barriers by supporting networks like Breeze, stocking a wider range of female-specific products in store and helping women feel empowered to cycle. By working together, we can make a difference and increase the number of women cycling in the UK.”
Cycling is continuing to drive growth at Halfords. In November, the retailer said sales had increased by 16 per cent during the first half of its financial year. It now plans to open between 20 and 30 London stores under its Cycle Republic brand, which will also be rolled out to towns and cities across the UK.
Alex has written for more cricket publications than the rest of the road.cc team combined. Despite the apparent evidence of this picture, he doesn't especially like cake.
Latest Comments
- HeadDown 7 min 59 sec ago
Isn't it the law to report a road traffic accident, and not leave the scene? Eh? Irrespective of anyone affected reporting anything.
- Silversurfmonkey 20 min 6 sec ago
Improves safety? How? By ensuring you grind your face off on the tarmac instead of your arse?
- Hirsute 27 min 53 sec ago
"Wisdom is better than weapons of war, but one sinner destroys much good."
- Jaijai 52 min 42 sec ago
His life was only worth shy of 7 years ,that's too lenient in every book .Let alone drugged up and leaving him to die
- webbierwrex 57 min 39 sec ago
I came here to basically write the same thing, the floating bus stop near me has a very narrow cycling lane between a very narrow pavement and a...
- AS52 1 hour 20 min ago
It wasn't an official consultation meeting - see my comment above.
- GMBasix 1 hour 54 min ago
Right, well that could be handy: I'm going round with my baseball bat to have a quiet chat about ownership. You can use their names to see if they...
- Steve K 1 hour 56 min ago
Years ago, friends and I drove in two cars to a church for a wedding rehearsal. As we drove down the drive, we passed a "CHILDREN - DRIVE SLOWLY"...
- Nagai74 2 hours 4 min ago
I can only speak about my frame.
Add new comment
8 comments
Halfords and Breeze: because we need to prove that two wrongs (incompetent bike stores and creating single-sex lottery-funded ghettos instead of tackling the discriminatory member clubs) don't make a right.
Hopefully they can come up with some helmets that suit various height ponytails.
As a bloke with long hair, i find Met and Catlike work ok, thread hair between helmet base and the retention system. obviously how high you want the tie will impact slightly
It would be even better if they promoted cycling as safe and fun instead of requiring safety equipment like helmets and hi-viz before you turn a pedal.
Until cycling looks and feels like the Dutch experience - normal bikes, normal clothes - then the uptake will be incremental at best.
And I have to wonder why a retailer is doing the government's work... until I remember that this is 'just how it is' nowadays.
Who's 'requiring safety equipment'?
I was simply suggesting that the availability of helmets that suited choices as to how hair is popularly worn, might increase uptake in those who might wish to wear a helmet but don't want to change their hair before and after cycling. Currently there appears to be very little in the way of suitable options.
This is exactly one of the reasons why many women do not take up cycling, especially as a means of transport. The sooner we persuade folk that cycling is a viable means of getting about and you don't need to be kitted out to go to the pub/cinema/restaurant the better. Even women's bikes themselves are now rarely sold with mud, chain and skirt guards as standard which deters many using them for day to day use.
Compare http://www.goskyride.com/ with https://www.flickr.com/groups/cyclechic/
Which set of photos is more likely to get people on their bikes? I'd bet on the second link.
I'm not saying you shouldn't wear a helmet if you want to, this is about how to promote the activity to regular people in normal clothes, 'non-cyclists' if you like. You don't sell soup by showing the stains on your shirt.
British Cycling, unless it's a SkyRide or some Breeze rides and even then you'll be pressurised by the volunteers into wearing it. If it's a BC-backed charity ride or affiliated ride, then you'll be required to wear it else BC won't insure them.
Or we could just make it acceptable again not to wear a helmet if you're not racing.