Cycling UK strategy 2024-29

Foreword

Throughthepassion, collaborationandexpertiseofour staff,members,volunteers, supporters,campaignersand partners,wehaveachievedahuge amountoverthecourseofourlast strategy.Now,welooktothe futurewithaboldandambitious newplan,whichwillshapethe focusanddirectionofourcharity forthenextfiveyears.

Alothaschangedsincewe launchedourlaststrategyinearly 2019,makingnowanidealmoment tore-focusourefforts,buildonour successesandmaketheUKan evenbetterplaceforusalltocycle. We’resoproudofeverythingwe achievedduringourlaststrategy–winningvitalimprovementstothe HighwayCode,helpinghundredsof thousandsofpeopletodiscoverthe joysofcycling,creatingiconicnew routestohelppeopleexplorethe UK’sbreath-takinglandscapes,and helpingmanythousandsmore

peopletodiscovercyclingthrough ourlife-changing,community-based programmes.Weareproudofthe waywe’vegrownandstrengthened ourorganisation.

Cyclinghasvastpotentialtoimprove people’shealthandwellbeing,tackle climatechangeandbringjoyand connectionacrosscommunities.To ensureourworkhelpsmeetthis potential,wehavesetoutfivenew strategicobjectives.Thesewill ensureourworkisfocusedonthe thingsthatwillhavethebiggest positiveimpact.Ourstrategy illustratesthechangeinsocietythat wewanttoseeandthekeyways we’re goingtomakethathappen.It’s anexcitingplan,andonethat focusesonmanyofthecoreissues thatweknowpeoplecareabout–frommakingourroadssaferto securingincreasedfundingfor cyclinginfrastructure.Wewantto ensurethateverycyclingexperience isapositiveone.

Acornerstoneofournewstrategyisto buildstrongpublicsupportforcycling andchallengenegativeperceptions. ThisisessentialtomakingtheUKa betterplaceforeveryone;throughboth cyclingandenablingmorepeopleto recognisethebenefitsofcycling.Our strategyensuresthatwewillbe relevantandthriveinarapidly changingexternalenvironment.Wewill continuetoenableandinspirepeople ofallbackgroundsandabilitiesto experiencecycling’sjoysandbenefits. Wewillspeakupforallwhocycleto makesureit’sasafeandeasychoice foreveryonetotravel,exploreand havefun.

We’rereallyexcitedaboutwhatthe futureholdsforCyclingUKandreadyto writethenextchapterinour organisation’slongandproudhistory. Werecognisethatwecan’tdoitalone, andsowe’remotivatedtobuildnew collaborationsandinspiremoresupport toachievehappier,healthierand greenerlivesforallthroughcycling.

SarahMitchell,CEO

JanetAtherton,Chair

Aboutus

Ouroriginslieintheearlydaysof cyclingwhenthebicycleopenedup newhorizonsforindependenttravel. Overthepast146years,wehave evolvedtobecomeadrivingforcein advocatingfortherightsofpeople whocycle,improvinginfrastructure, andinspiringpeopleofallages, backgroundsandabilitiesto embracethejoysofcycling.

Wecontinuetobeattheforefrontby providingguidanceoncycling-related issues,fosteringavibrantcommunity ofcyclists,andchampioningthe manybenefitsofcyclingfor recreation,wellbeing,andthe

environment.Asanindependent, democraticandexpertcharity,our activitiesreflectthecommitmentofa networkofvolunteers,campaigners, partnersand71,000members,to makecyclingmainstreamandto createalastingdifferencetothe livesofindividualsand communities.

Ourworkisnotjustforthosewho alreadycycle,butforfutureriders too.Morepeoplecyclingbenefitsus all.Together,wearecreatinga healthier,happier,greenerandmore connectedsocietythroughthepower ofcycling.

CyclingUKinnumbers

Ourvision, mission and purpose

Ourvision:

Happier,healthierandgreener livesthroughcycling

Ourmission:

Weenableandinspirepeoplefromallbackgroundsandabilities toexperiencecycling’sjoysandbenefits.Wespeakupforallwhocycleto makesureit’sasafeandeasychoiceforeveryonetotravel,exploreand havefun.Ourcharityworkswithdiversepartnerstomaximiseourimpact.

Ourpurpose:

Weimprovelives,placesandtheplanetthroughcycling’sremarkable benefits.Wearepoweredbyourheritageandexpertise,andthe passionofourstaff,supportersandvolunteers.

Ourstrategic objectives

Ourfiveambitiousandcomplementarystrategicobjectivesthatwillensure oureffortsarefocusedontheareasthatwillhavethebiggestpositive impactoverthenextfiveyears:

Ourten-year strategic direction

CyclingUKiscommittedtocreating asocietywhereeveryoneseesthe wellbeing,healthandenvironmental benefitsofcycling,eveniftheydon’t cyclethemselves.

Webelievethattheonlywayto achieveouraimistobuildlong-term publicsupportforcycling.Webelieve thatthisincreasedpublicsupportis vitaltosecuringpoliticalsupportfor cycle-friendlypoliciesand investment;vitaltoimprovingsafety onourroads;andvitaltoincreasing thenumberofpeoplewhobenefit fromcyclingallacrosstheUK.

Buthowdowecreateagroundswell ofwiderpublicsupportwhich extendsbeyondourcommunityof cyclingenthusiasts?Ourlong-term aimistoachievethisbyaddingto

ourcurrentaudienceofpeoplewho alreadycycle,toalsoappealtothose whohave‘crossover’interestswith cycling.Peoplewhomightrarely–or never–cyclethemselvesbutare keentotackleclimatechangeor addressthephysicalandmental healthchallengeswefaceasa societyandasindividuals.Oncethis widerpoolofpeoplealsoseethe benefitsofcycling,webelievethat publicsupportwillfollow.

Toachievethisambitious,long-term aimofshiftingthedialonwider publicperceptionsofcycling,we mustfirststrengthenourfoundations asacharity.Thiswillbeourfocusfor thenextfiveyears–whilesowingthe seedsforengagingwithaneven broaderrangeofpeopleand communitiesfrom2029-2034.

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Improveperceptionsofcyclingso thateveryoneseesthebenefits

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Makecyclinganevenmore positiveexperience

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Boostthenumberanddiversity of peoplewhocycle

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Increasetransportchoiceby enablingandencouragingmore peopletocyclelocaljourneys

Achievegreaterimpactby becoming thebestpossible charitywecanbe

Ourstrategicobjectives

Improveperceptionsofcyclingso thateveryoneseesthebenefits

Whileourmembers,supportersand partnersallknowthatcyclingisa forceforgood,therearestillmany whoviewcyclinglesspositively.

Convincingmorepeopleofthemany multi-facetedbenefitsofcyclingisa crucialfactorinimprovingsafetyon ourroads,andpersuadingpolicy makersacrosstheUKtosupport andinvestincycling.

Wewillimproveperceptionsby consistentlymakingthecasefor cycling.Thelanguageweuse,the informationanddatawepresentand thestorieswetell,willhelpour

audiencesseethebenefitsand positiveimpactthatcyclinghas.It’s alsoessentialthatwechallenge perceptionsofwhoridesabike. Peoplewhocyclecomefromall walksoflife–thereisnosuchthing asa‘typicalcyclist’andourreal-life storiesandcyclingexperiencesfrom ourmembers,supportersand partnerswillprovethateveryonecan benefitfromcycling.

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Makecyclinganevenmore positiveexperience

Cyclingisourpassion,butwe recognisethatnoteverycycling experienceisapositiveone.

Wearedeterminedforcyclingtobe a safe,convenient,andenjoyable optionforall.Whetherit’samum doingtheschoolrun,someone enjoyinglongroadrideswiththeir cyclingclub,orpeopleseekingoffroadadventuresinwildplaces,we wanttomaketheUKanevenbetter placeforeveryonetocycle.

Someofourmajorprojectsinthis areainclude:

•Helpingthewholecycling communitytotalkaboutcyclingina waythatresonateswithbroaderaudiences

•Tellingcompellingstoriesaboutthepeoplewho benefitfromcycling

•Developinganevenbroaderrangeofprojects deliveringcyclinginlocalcommunities

Someofourmajorprojectsinthis areainclude:

•Developingarangeofnewroutes acrosstheUK

•Increasingaccesstothecountrysideforpeople whocyclethroughouradvocacywork

•Campaigningtoimprovethesafetyandqualityof ourroads

•Evolvinganddevelopingnewmembershipoffersfor individualsandgroups

•IncreasingawarenessofCyclistsWelcome-our listingsiteforcycle-friendlyplaces

Ourstrategicobjectives 3

Boostthenumberanddiversity ofpeoplewhocycle

Tofullyrealisecycling’spotentialto improvepeople’slives,wemust increasethenumberanddiversityof peoplewhocycle.Thatmeans reducingthephysical,psychological andculturalbarriersthatpeopleface.

Wewillbuildonourtrackrecordof deliveringimpactfulcommunitybasedprojectsacrosstheUK. Projectsthatenablepeopleto discover,build-onorrevive,theirlove ofcycling.Wearecommittedto deliveringprogrammesthatoffer solutionstothebarriersthatprevent peoplefromcycling.

Ourgroundbreakingcyclingprojects createlife-changingbenefitsto peopleandcommunitieswhoneedit mostincludingdisabledpeople, peoplewithphysicalandmental healthchallengesandthosewhoare strugglingfinancially.Wewill continueourimpactfullobbyingand campaigning,ensuringthiswork includesadepthandbreadthof perspectivesandexperiences,that enablethosenotcurrently representedwithincyclingtofeelit isaviablechoiceforthem.

Wewon’tbesatisfiedbysimply increasingthenumberofpeople whocycle.Ifwearetomaximiseour charitableimpact,andimprove perceptionsofcycling,it’scrucial thatweincreasethediversityof peoplewhocycle–soeveryonecan reapitsbenefits.

Someofourmajorprojectsinthisareainclude:

•BuildingonourgroundbreakingBigBikeRevival programme,whichhasachieved50%participationrates fromtensofthousandsofwomen

•Supportingthousandsofdisabledpeopletoaccesscycling throughtheInclusiveCyclingExperience

•Reachingmoredeprivedcommunitiesthroughgrant distributionanddeliveryofactivitiesinprojectssuchas CommunityCycleClubsandtheCycleAccessFund

•Buildingoncampaignsthatshowcaseandencourage diversityincycling,like100WomeninCycling

•Influencingnationalpoliciestomakecyclingmore appealingandsaferforawiderrangeofpeople

Ourstrategicobjectives

Increasetransportchoiceby enablingandencouragingmore peopletocyclelocaljourneys

Cyclingcanplayavitalrolein combattingclimatechange,reducing airpollutionandcreatingmore pleasantplacestoliveandspend time–especiallyifwecanenable andinspiremorepeopletocyclefor localjourneys.

Todothis,peoplemustseecycling asaviable,convenientandattractive alternativetodriving,especiallyfor shortjourneys.Thisiswhereour award-winningadvocacyworkcomes in.Wehavecampaignedforpositive changeforcyclingthroughoutour 146-yearhistoryandthiswill continuetobecentraltowhatwedo.

Wewillcontinuetoraisethe collectivevoiceofourmembersand supporterstopushforsaferroads, morehigh-qualitycycling infrastructureandincreasedfunding forcyclinginallfourcornersofthe UK.Wewillfosterpartnershipsto maximiseourimpactandhavethe bestpossiblechancetoinfluence policyandlegislation.Ourbehaviour changeprogrammeswillcontinueto empowerindividualstocyclefor shortjourneys,helpingthisbecome ahabitacrossthecommunities.

Someofourmajorprojectsinthisareainclude:

•Developinganintegratedcampaignonincreasinginvestment incyclinginfrastructure

•Continuingdeliveryofourmajorbehaviourchangeprojects, wherewealreadyachievebetween40-80%ofparticipants reducingtheircaruse

•Changingpoliticalnarrativesanddecisionsaroundtravel choicethroughcommissioningandsharingindependent researchwithpartners

•DrivingastrategiccontactprogrammeacrosstheUKto enhanceourreputation,profileandinfluenceamong policymakers–inpartnershipwithourCycle AdvocacyNetwork

•EngagingmoreorganisationswithCycleFriendly Employersandawidenedworkplaceoffer

Ourstrategicobjectives

Achievegreaterimpactbybecoming the bestpossiblecharitywecanbe

Wecan’tdeliverourstrategyor ambitionsunlesswecontinueto strengthenCyclingUKsowecan bethebestcharitypossible.The strongerourfoundations,the greatertheimpactwewillhave.

Thismeansinvestinginour committedstaffteam,improving systemsandprocesses,and growingourcapacitytodeliver. Becauseweareacharity,this alsomeanslookingatourincome andfindingnew,diversewaysto generatemoreincometodeliver theworkwedo.

Someofourmajorprojectsinthisareainclude:

•Diversifyingourincomethroughnewpartnerships, trustsandfoundations,productdevelopmentand crediblebrands

•Continuingtoinvestinourstaffteam,aswellasour systemsandprocesses

•Refreshingandstrengtheningourbrand,andraising theprofileofourcharity

Wecan’tdothisalone

Itisn’tpossibleforCyclingUKtoachievethese objectivesalone–ournewstrategyemphasisesthe importanceofnurturingexistingpartnershipsand establishingnewones.

Ifyoushareourvisionandwouldliketohelpus createhappier,healthierandgreenerlives throughcycling,seepage19forfurther informationonhowyouoryourorganisation canjointhecyclingmovement.

CyclingUK Theoryofchange

Inputs

People& systems Partners& networks Income

Outputs

•Resourcesfor peoplewhocycle (membership,routes, products&more)

•Projectsthatenable &encouragemore peopletocycle

•Moreopportunities to enjoycycling

•Highprofile, impactful campaigns

•Sharingresearch &evidence

•Supportstrong networksof localcycling& campaigninggroups

•Newpartnershipsto broadenreach& supportforcycling

INDIVIDUALS

Morediverserangeofpeople feellikecyclingisforthem

Positiveattitude tocycling

Increasedcycling skills&confidence

Strategicobjectives

Improveperceptionsof cyclingsothateveryone seesthebenefits

Cyclingiseasier &morefun

Stronglocal,regional& onlinecommunitiesofcycling

Replacinglocal carjourneys

Increased intentiontocycle

Shorttermoutcomes

SOCIETY

New&continuingproducts&servicesthat makecyclingsafe,fun&exciting

Positive&influential mediacoverage

Increasetransport choiceby enabling& encouragingmore people tocyclelocaljourneys

Moreorganisations &networksactively supportingcycling

Localactivetravel campaigngroupsinfluencing local&regionaldecisions Peoplefeelmore connected Reducedtraffic

Betterinformedpolicy discussionsatlocal,regional andnationallevels

Achievegreaterimpactbybecomingthebestpossiblecharitywecanbe

Makecyclingan evenmorepositive experience

Boostthenumber &diversityof peoplewhocycle

Morefundingforactivetravel infrastructure&support

Strongercommunities Longtermoutcomes Happier, healthierand greenerlives through cycling

Widerpolicychangesthat enablecycling

Joinusonthejourney

Wecan’tachieveourgoalsalone.We’vealwaysbeenpartofa widermovement,collaboratingandsharingtomaximiseour impact.We’dloveyoutojoinusonthejourneytoaplace whereeveryonecanenjoyhappier,healthierandgreener livesthroughcycling.

Measuringoursuccess

Ourstrategicobjectivesgiveusastrongframeworkfor prioritisingandimprovingourwork,buthowwillwe–and ourmembers,supporters,partnersandthepublic–know whetherweareontracktoachievingourgoals?

Foreachobjective,wehavekey performanceindicatorsandways totrackthequalitativeand quantitativeoutcomesandimpact oftheworkthatwedo.

Wewilltracktheimpactofourwork throughmonitoringchangesin peoples’behaviourandattitudes overtime,identifyingcampaign outcomesandnationaltrends.

Wewilltrackouroutputsinmetrics suchasuptakeofourservicesand products,behaviourchangeproject reachandpeopleengaged.

Ourin-housemonitoringand evaluationexpertisemeansthat wehavethecapacitytomeasure andassessourworkeffectively. Thismeanswecanhave confidenceinourfindings,make changeswherethereisroomfor improvementandcelebratethe successesthatweachieveover thenextfiveyears.

Inourannualimpactreportwe willhighlightour attainment againstourobjectivesandshare ourachievementsto date.

Donate

Everydonationwereceivehelpsto improvelives,placesandtheplanet throughcycling’sextraordinary benefits.Yoursupportmakesallthe workwedopossible.

Join

Asacharity,wearepoweredbyour morethan71,000members.By joiningCyclingUK,youenableour worktomaketheUKabetterplace tocycleforusall.Inreturn,we committoprovidingyouwiththe bestpossiblemembership experience. Campaign

Wehavecampaignedforpositive changeforcyclingthroughoutour 146yearhistory.Helpuspushfor saferroads,morehigh-quality cyclinginfrastructureandincreased fundingforcycling.Collectively,our voiceisstronger.

Volunteer

Whetheryouleadsupportivegroup rides,helpchildrenpedalsafelyto school,becomeatandempilotfor visuallyimpairedpeopleor contributethroughmicrovolunteering,you’llbehelpingto improvelivesthroughcycling.

Partner

We’reproudtoworkwithadiverse rangeoforganisationsand companiesthatshareourvision forhappier,healthierandgreener livesthroughcycling.Let’sgrowour impact,together.

Connect

Let’sstayintouchaswebuildthe movementtowardsaneven brightercyclingfuture.Joinour mailinglistandconnect withusonsocial mediatokeepthe conversationgoing.