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Keep Commuters Cycling Over The Winter

The Initiative That Aims To Keep Commuters Cycling Over The Winter

As many cycling retailers and suppliers will tell you, the current period can be a tricky one to keep cyclists on the road, and persuade commuters off the trains and back onto two wheels.

The nights are drawing in, the arm warmers that have been gathering dust at the back of a cupboard are slowly making an appearance and mudguards are being fixed to bikes up across the country.

Trying to keep footfall in bike shops when the weather turns sour can be tough, but Free2Cycle suppliers and retailers can expect a steady stream of customers during the Winter months.

The recently launch health and wellbeing initiative aims to get more people commuting by bike than ever before. Free2Cycle will change the attitude to cycling by rewarding cyclists for their achievements and providing cyclists with bikes from leading cycling brands in exchange for pedal power. Modelling usage in the likes of Cambridge and Holland - Free2Cycle introduces cycling to those who could cycle to work, but currently don’t.

It works by cyclists pledging their annual commute mileage to Free2Cycle and their sponsor (which could be an employer), and in return their sponsor contributes to the cost of the bike at 20p per mile. Effectively, by ensuring a cyclist uses the bike to commute to work, the bike pays for itself. Free2Cycle aims to keep commuters cycling over the winter months by rewarding ‘on track’ cyclists with vouchers to redeem at their local registered bike shop - let’s face it, you need some all-weather gear if you’re planning to commute mid-winter. Vouchers can also be used towards bike MOT’s and servicing.

Crucially, a retailer will earn the majority percentage of a regular sale via Free2Cycle. CEO Eric G Craig says “All bikes are distributed through approved dealers who not only benefit from earning the majority - and in some instances more than with a traditional sale. Moreover ongoing reward vouchers for cyclists are by default made available through the supplying retailer to encourage footfall and repeat sales”

Furthermore, an agreement has been reached with a number of supplier brands who will be included in the initiative. Eric comments further: “Having a streamlined system in place so that bikes are provided to customers through brand approved retailers promptly, and partners get paid promptly, is key to the business model.”

The value of the bike is based on the cyclists’ mileage pledge. For example, a daily commute of 9 miles each way will fund a bike to the value of £1,600 by pedal power alone. If a cyclist would like to upgrade their bike, they can do so by chipping in with a single or monthly financial contribution, with a maximum upgrade of £1,000 (bikes capped at £2,750).

Cyclists have the freedom to choose a bike to suit their style and budget. Free2Cycle funding budget makes e-bikes and the prospect of ‘no sweat’ cycling within reach. Craig comments: “We see e-bikes as part of the game-changing model, encouraging people that could but currently don’t cycle to work to get more active.”

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Notes to editor

About Free2Cycle:

Growing the well-being and wealth of Great Britain, Free2Cycle is a behavioural change initiative that sets itself apart from other cycling business models.

Stimulating the cycling economy, Free2Cycle is determined to unlock an estimated 7 million cyclists in Britain who are not currently cycling to work but potentially could and would benefit from doing so.

How Free2Cycle works:

  • The Sponsor signs up online -
  • The Cyclist enters pledged commute mileage and is free to choose a bike funded by pedal power alone from £355 to the value of £1,750, dependent on their mileage pledge. If cyclists would like to upgrade their bike, they are free to make an additional upfront or monthly contribution
  • The Sponsor has no upfront payment to make for the bike and commits to contributing 20p per mile of the cyclist’s commute mileage achieved
  • The Sponsor receives a report of the resulting carbon savings

Incentives for Cyclists:

  • Healthier lifestyle
  • Substantial financial savings by switching to using a bike for their commute, estimated at £150 per month by Department for Transport (DfT) research
  • The freedom to choose their style of bike from a range of suppliers and their preferred retailer

Incentive for Sponsors:

  • Healthier, happier and appreciated teams
  • Reduced sick days
  • Environmental reporting including carbon-savings and substituted mileage
  • Ideal to address corporate social responsibilities programmes both for cyclists or within the wider community

Revolutionising the way in which products are purchased, Free2Cycle uses ‘pedal power’ as the currency. By providing cyclists with bikes in exchange for pedal power and encouraging them to use them, the sponsor contributes 20p per commuter mile achieved by the cyclist (on average £20 - £30 per month).

Free2Cycle is not a part of the current cycle scheme offering which provide a tax attractive option to buy a bike particularly for higher earners. It is an initiative which is focussed on encouraging people acquire a bike by riding it rather than pay for it with money.

For all press and image enquiries, please contact Hamish Kilburn or Nick Harnett at Sponge Marketing:

(+44) 207 644 9988