Welcome

 Humans have never been more connected: physically and technologically. The harsh truth is that we've also never been fatter, sadder, or lonelier.

On top of this, our world is changing, and we’re arguing about if, how, who, and when we should adapt.  

We genuinely believe that the world would be a better place if more people rode bikes - it’s accessible, affordable, good for the environment, great for health and wellbeing, and gets people out into their communities.

 And the beauty is that it’s incredibly simple.

 Our mission is to inspire people to ride a bike 

- for commuting to work, fun, and fitness. 

We are doing this by celebrating art, innovation, urban design, and cycling infrastructure. 

We're raising awareness of the benefits of cycling, and partnering with brands who share our goals.  

In 10 years from now, we want to have built a recognisable brand, associated with urban cycling. 

We want to have forged genuine partnerships with companies making high-quality, stylish, functional, and sustainable cycling products and organisations working to make cycling in cities easier, safer and more enjoyable. 

But most importantly, we want to hear people say “You inspired me to ride a bike!”