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Leading Customer Engagement agency TMW Unlimited signs up to free2cycle

June 2018

TMW Unlimited has partnered with free2cycle, an inspiring new initiative which provides an innovative approach to encouraging regular cycling. By partnering with free2cycle TMW Unlimited aim to further energise the agency’s creative team while doing their bit for the environment, and their teams’ health and wellbeing.

“As part of the Unlimited Group - an award-winning agency network that specialises in helping major brands use the science of human behaviour to better engage with their customers -it shouldn’t be a surprise that the TMW Unlimited recognised and embraced free2cycle so enthusiastically.” Commented Eric Craig, free2cycle CEO.

free2cycle brings together behavioural psychology, technology and a refreshingly beneficial business model to transform health, wellbeing and our environment. Research tells us that active people are more creative, energised and productive. One of the problems we all face is time, cycling, particularly as an alternative to a regular, sedentary commute gives us time back. “Commuting by bike transforms fat creating time into fat burning time” commented Craig.

Chris Pearce, CEO TMW Unlimited commented:

“We lead rather than follow, we continually strive to ensure that our customers benefit from the most energised, creative people. Encouraging our team to earn a bike by riding rather than paying for it is a great way to encourage regular activity and make a measurable impact on our carbon footprint.Partnering with free2cycle made it easy to implement and benefits our team, the group, customers and the environment; so it’s a win-win.”

Eric Craig continued:

“We are very proud to partner with TMW Unlimited. As an award winning agency that deploys ‘Intelligent Influence’ to better understand and track human behaviour, this company is an ideal partner to help free2cycle make a step change in wellbeing, holistically. It's clear that they welcome innovation and prioritise the wellbeing of the team, plus that of the environment, so I have no doubt that this initiative will unlock untold creativity and drive within the team, whilst offsetting the firm’s carbon footprint.

“Our ultimate aim is to get more people, more active whilst reducing their carbon footprint. Cycling is such an easy way to achieve this, so I really hope the TMW Unlimited team will feel the difference once they get pedalling.

“Working with the likes of TMW Unlimited will help us encourage more people to get more active and earn the health and wellbeing benefits offered by cycling while saving around £1,800 per year on commute costs and of course earning a bike by riding it rather than paying for it. It’s an exciting time for us, I believe that we are on the cusp of a dramatic shift in commuter behaviour and we are very proud to be an enabler in this arena.”


About free2cycle

free2cycle is a social enterprise committed to transforming wellbeing through cycling. It does this by working in partnership with organisations, retailers, suppliers and particularly those who don’t currently cycle, to incentivise regular bike use. This increases physical activity levels and improves the environment. Established in 2017 with £50 million allocated to providing bikes in 2018, it is a technology enabled, financial services offering which will deliver substantial benefits; to not only sponsoring organisations but individuals too. It enables a healthier lifestyle while providing sponsoring organisations with measurable wellbeing and environmental results.

The company’s objective is to encourage and enable people who can, but currently don’t cycle as their regular way to commute or get fit the opportunity to do so. Extensive research shows this will directly benefit their physical and mental health whilst reducing carbon emissions and congestion.

*How it works

Sponsoring organisations fund the minimum of the cyclist pledge mileage and the distance that they actually ride and record on the free2cycle app, subject to a cap. Typically this works out at around £20 per month excluding VAT to the sponsor. Sponsors don’t need to make any payroll adjustments, provide loans, instead making one monthly tax-deductible contribution based on the capped mileage achieved by their cyclists. free2cycle administers the service, provides the finance, reports on carbon savings, health benchmarks, encourages participants and manages the supply chain. With no upfront costs, and only contributing for the activity and output of the cyclists, sponsoring organisations transform wellbeing in a measurable way and break even from the start, with a further substantial return if they choose to measure wellbeing in financial terms.

Cyclists make a mileage pledge which determines the value of the bike offered although they are free to upgrade by making a voluntary contribution if they wish. free2cycle has been specifically designed to reduce the likelihood that a cyclist should need to make contributions towards their bike if they are doing a reasonable proportion of the mileage that they pledge. Cyclists own their bike from inception, don’t need to sacrifice salary and receive no payments from their sponsor.

free2cycle fund the finance associated to their bike from the service contribution they collect from the sponsor. A 30 mile per week pledge would fund a bike worth £540, a 60 mile p.w. pledge would earn a £1,080 bike, or a 100 mile p.w. pledge a bike worth £1,750.

free2cycle is designed to reduce the likelihood that anyone would need to make contributions towards their bike but cyclists will need to take some responsibility if they are consistently well below their pledge. The mileage expectation is halved over the wintery months, with additional off the bike time taken into account too. In effect, mileage expectations are dropped by 16 weeks over the year, every year. As an example, for a cyclist with a pledge of 30 miles per week that puts in an average mileage of 21 miles or more, free2cycle will cover the contributions in conjunction with the sponsor. With a consistent achievement of 10 miles a week or a third of the pledge, the cyclists would be responsible for around £7 per month.

Cyclists enter into a finance agreement and own the bike from inception, the four-year finance agreement ensures that the contributions remain affordable both the sponsoring organisation and the cyclist if they have to take responsibility for some of the payments. This also allows us to offer cyclists a new bike every four years, they also have the freedom to upgrade earlier if preferred.

For more information, please contact:

Fiona McAra or Emma Lumley:


01865 770381