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Bike Is Best: UK bike industry to launch major campaign to get people cycling as bike sales soar

Goal is to maintain cycling’s burgeoning popularity as nation emerges from lockdown

Leading cycling brands, retailers and organisations are launching a new joint campaign to show the UK public that #BikeIsBest and to inspire people to take up cycling.

The campaign will centre on a film designed to promote behaviour change, questioning why the nation would revert to other forms of transport as it emerges from the COVID-19 lockdown.

The film’s protagonist returns to “normal” in search of so-called freedom, only to be met by crowded trains, traffic jams and endless waiting.

The campaign explores what could happen if we were to choose a better future by cycling, highlighting that according to the Department for Transport (DfT) 68 per cent of UK car journeys are under five miles (Source DfT, 2017).

The #BikeIsBest campaign, which is backed by Cycling UK, Sustrans, British Cycling and London Cycling Campaign, has already seen a number of major companies pledge support, including Beeline, Beryl, Bikmo, Brompton Bicycle, Canyon UK, Chain Reaction Cycles, Cyclescheme, Cycling Sports Group, Frog Bikes, Havebike, Hiplok, HotChillee, Human Race, Islabikes, Le Col, Muc-Off, ProViz, Pure Electric, See.Sense, Schwalbe UK, Specialized UK, The Bicycle Society, Wahoo, Wiggle and Yellow Jersey Cycling Insurance.

The campaign is being coordinated by Fusion Media. Other interested companies and organisations can get involved by emailing hello [at] fusion-media.co.uk

Founder and CEO Adam Tranter said: “The industry has a once in a generation opportunity to reach an entirely new audience of potential cyclists and to show off the very best the bike has to offer.

“We need to continue to influence the implementation of high-quality cycling infrastructure in our towns and cities but we also need to present cycling as the obvious solution to many problems, in its most open, attractive and enticing form.

“Our campaign film will do this, helping grow the opportunity for the industry and provide partners with valuable qualitative research on potential new customers.

“If that wasn’t enough, the campaign will help millions of people see the transformative benefits of cycling.”

Sir Chris Hoy said: “It’s been great to see so many children and families enjoying cycling and hear about little ones learning to ride for the first time too. 

“I’ve really enjoyed the time I’ve been able to spend with my children on our bikes.  Cycling brings so many long term benefits, both for our health and the environment, so I’d actively encourage everyone to give it a go – whether it’s riding to work, for exercise or just for fun.”

Bike sales are currently booming. (They’re the new toilet paper, according to some.)

The Guardian reports that some independent bike shops are working through the night to cope with demand for new bike builds and maintenance jobs.

Early indications from a survey by the Bicycle Association are of a surge in bike sales of more than 50 per cent in April, while sales of new bikes on eBay have reportedly tripled.

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.

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7 comments

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mdavidford | 4 years ago
1 like

All very welcome and all, but mainly I'm just confused about what that 'AHHHHHHHHHH' keyboard has to do with any of it. 

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hawkinspeter replied to mdavidford | 4 years ago
2 likes

mdavidford wrote:

All very welcome and all, but mainly I'm just confused about what that 'AHHHHHHHHHH' keyboard has to do with any of it. 

Clearly a reference to this ad: https://www.youtube.com/watch?v=SkvI4NoUX6E

Avatar
hawkinspeter | 4 years ago
6 likes

Sounds like anti-car and anti-motorist dogma to me.

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Sriracha replied to hawkinspeter | 4 years ago
1 like
hawkinspeter wrote:

Sounds like anti-car and anti-motorist dogma to me.

You surprise me there. Most of what I read above is pro-cycling rather than anti-car. Even the picture of hopeless traffic jams, I don't think it's something car drivers exactly wish for, nor deny.
Edit - Or did I walk right in and miss your irony?

Avatar
hawkinspeter replied to Sriracha | 4 years ago
2 likes

Sriracha wrote:
hawkinspeter wrote:

Sounds like anti-car and anti-motorist dogma to me.

You surprise me there. Most of what I read above is pro-cycling rather than anti-car. Even the picture of hopeless traffic jams, I don't think it's something car drivers exactly wish for, nor deny. Edit - Or did I walk right in and miss your irony?

See https://road.cc/content/news/cycling-live-blog-22-may-2020-273699

Avatar
eburtthebike | 4 years ago
3 likes

This is excellent news, but why isn't the government funding it?  They've already said they are fully in favour of getting more people cycling, many, many times, and have even announced £250m for emergency cycle provision.  Surely they could bung in the odd million and support this, and maybe pay for it to be broadcast on various media.

I hope they'll be getting some advice from people who know about utility cycling, and feature real people in ordinary clothes, sans helmets, otherwise the message will be seriously blunted.

Avatar
brooksby replied to eburtthebike | 4 years ago
4 likes

Maybe they'll pay for it by clapping, like for NHS staff.

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