PEDALLING TO OUR FUTURE: A CYCLIST'S WORLD by Natasha Kate Stock

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[|Pedalling|to|our|future:|A|cyclistâ&#x20AC;&#x2122;s|world|] [|by|natasha|kate|stock|]

[||||||||||||||||||||||||||||||||||||||||| Bachelor of Arts

fcp 3 School of Art & Design Declaration Form 2013/14 Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in its handbook. Signed: Date: 1/12/14

Natasha Kate Stock

|||Chapters||||||||||||||||||||||||||||] 1

[Bicycle|Culture]

[The|Bike|Effect]

3 4 5 6 7 8 9

[Cycling|For|Our|Well-being] [Womenâ&#x20AC;&#x2122;s|Impact|on|Sport] [How|Professional|cycling|has|changed|the|dynamic] [Getting|Britain|On|the|bike] [The|growth|of|cycling|in|manchester] [The|impact|of|cycling|in|san|francisco] [Proposed|strategies|for|the|future]

Word count: 8,353

[||Introduction||||||||||||||||||||||||| This report sets out to examine how beneficial cycling is to UK communities. The report will define strategies that can be taken to drive efforts toward reinventing and reinstating cycling as a community movement, with the intention of revealing how a reinvigorated cycling community might become more seamlessly interlinked with the infrastructure that it inhabits. The report will also examine the potential of modern day culture comprising cities, people, and products in a cycling context. It will conduct this examination with the aim of understanding how men and women can prosper from a cycling industry that is tailored to both genders. Relatively, it will explore the importance of this from a bigender approach, to determine the resourcefulness that a co-dependent path can bring to todayâ&#x20AC;&#x2122;s cycling industry. It will not, however, conclude complete solutions, rather than argue the benefit of change and offer pathways to improve certain services. Factors analysed will be from a community and retail market stand-point, and will cover the following topics:

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1 [||Bicycle|culture||||||||||||||||||||| How we have viewed cyclists over time has changed from a serious and technical “lycra-clad” 1990s cyclist, to a positive modern day creation of “a buoyant urban bike culture that has altered what we ride, wear - even where we “caffeinate”.” (Castle 2013, online). This does some justice in defining the present day cyclist, and how we have adapted to become more bike friendly since the 1990s in an attempt to increase a receded cycling culture identified in Britain. However, this increase has been challenged on many levels, and as Parkin argues, any rise in cycling so far is seen as either “elitist” or a “passing fashion” (Parkin 2012) which perhaps reflects the difficulties people face when they cycle, and possibly suggests elitism to be a factor counteracting our preference to cycle. Therefore, it must first be understood that any changes that are made towards reinstating cycling must be a permanent, rather than a passing, movement. Clearly we should not rely on trends since the definition of a cyclist is always changing, it is imperative to look beyond current trends if a solid ground for cycling is to be created. As it stands now the ‘elitist’ element still holds ground in the cycling world. Many views of cycling in Britain suggest it is a difficult thing to take up,

corrupting cycling’s image through product creations that are vast in the technical and performance area. If there was diversity in what was offered in the market, then this would be more reflective of consumer wants understanding cycling as a lifestyle brand, therefore opening the market up to a wider and more consistent demographic. Not only is this an alienating factor, but there are many rivals to the bicycle. The car, for example, with 2013 seeing 64% of all trips made by car (National Travel Survey 2013). This indicates the need to tackle current cyclists’ identity within this, the act of cycling is depicted in Parkin’s report as becoming “central to a person’s identity - others will be quicker to label… and they will more be more likely to feel, and to be oppressed, and to seek like-minded other for solace, support and political action”. (Parkin, 2012) It is this isolated feeling as a cyclist that has caused sub-cultures to occur as these elitists are forced together, furthering the gap between those who cycle, and those who do not. This understanding of a cyclists’ identity suggests that cycling is constantly challenged by other demands, which again indicates how manoeuvring cities infrastructures can gain attention of a larger cycling demographic and offer some justice in resolving issues that have arisen from a ‘specialist’ group that currently make up the majority of cyclists in Britain.

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[||other||]

64%|||||| 22%||| 14% 2%

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(Transport breakdown in UK, 2013)

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1 [||Bicycle|culture|||||||||||||||||] In further understanding the varied proportion of people embracing cycling, the role of bike messengers considering their job was centered around the bike, have had some impact on keeping the momentum and creating the image of a cyclist that we now have today. It is useful to see that it is the ‘sense of community’ that keeps the messengers united, and they gain support from not only a “community of immediate colleagues working at the same time in the same city” but also an ‘‘imagined community’ of messengers worldwide” (Fincham 2008, online).

This highlights the necessity for a widespread adoption of such attitudes, and potentially demonstrates how attitude can be another catalyst for change and could become pertinent in addressing the issues in those making the conscious the transition from car to bicycle. This is very much seen as a quality in European cycling, with places such as The Netherlands and Denmark exhibiting “striking gender equity” (Parkin 2012) hence a more relaxed and ‘normal’ attitude towards it. With this as a central goal in the utilisation of cycling, a shift to a greater status would come naturally.

And, in societal terms, it is worth noting that these results demonstrate how once a community is created, and those within the community are acceptant and understanding of their community, support for a movement towards cycling can be received psychologically from, as it is depicted, an ‘imagined community’. This in turn steers away from any elitist notions, and dictates the necessity for a much needed establishment for cycling.

[rapha|case|study]

What’s more, taking inspiration from Parisian culture where the bicycle community “doesn’t require anything other than a bicycle” (ColvilleAndersen 2009, online) depicts how Britain’s approach to the act of cycling can be a vital element in changing behaviour. In other cities cycling is seen as somewhat of a ‘social cool’.

Rapha cycle clubs are located in key cycling cities around the world. It was decided to undertake a SWOT analysis of this company to provide insight into its success and to identify strengths that may be used more widely in the normalisation of cycling. From this analysis it is apparent that much of the companies strength lies in delivering ‘emotion’, ‘experience’, and ‘lifestyle’. As a brand, Rapha is much more diverse and creative than the majority of bicycle apparel brands seen in today’s market. The founder, Simon Mottram’s “key to Rapha is [to] connect more people to the sport and mak[e] the sport great” (BOF 2013, online). From the overall analysis it can be seen that there is potential to break down barriers and link with schemes.

[Strengths]

[Weaknesses]

+ key customer insight + launched concept of high performance + cycling kit that makes you look good + links to classic European cycling scene + aims to bring emotion and experience to every touch point + community aspect through cafe, workshops and cycle club + caters for women as well as men + provide team kit for Sky increases awareness

- may be seen as elitist - preconceived - cliquey

}

perceptions of those outside the group

{ area potential to break down barriers } - overpriced for the middle-aged ‘new-to-cycling’ demographic - specific European style with sport focus

[Opportunities]

[threats]

> currently niche market > increase the lifestyle element > link with cycling schemes like Breeze Network

< over-exposure if market creates value brand equivalent < premium niche brand means it is hard to entice loyal consumer < could become elitist in itself through being too specialist

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[Rapha’s|core|principle]

[“people|don’t|buy|what|you|do|-|they|buy|why|you|do|it”]

(Mottram 2014, online).

2 [||The|Bike|Effect||||||||||||||||||||| Mid 19th century began the creation of the bicycle as we know it with the invention of The Swift Safety Bicycle in Europe, which is essentially the bicycle we have today. Whilst it has always remained somewhat the same, we have evolved around it and our interest in it has varied. Nonetheless, it has always held its part in everyday life.Â

> the most environmentally friendly, energy efficient and [sustainable] means of mobility;

Bike Snob NYC has deemed cycling as being â&#x20AC;&#x153;as practical or frivolous as you want it to be, a way of life [and] the first vehicle you operate completely on your ownâ&#x20AC;? (BikeSnobNYC 2010). Referencing these points, it is clear that the bike has a vast amount of opportunity and potential, which can sometimes be misplaced due to pressures from current infrastructures that are driving cyclists, literally, off the road.

> the most [healthy] and [social] means of mobility;

Nonetheless, many positive views of the cycling have been expressed. These help to understand relationships with the bicycle that can be mirrored across platforms in creating strategies that will reinforce the bike into our communities once more. The bicycle has also been defined as:

(Colbi 2012, online)

> the [cheapest] means of mobility (no ownershipmotorway or registration taxes, no insurances, no driving license or parking costs and no high service maintenance costs);

> the most [time-saving] and silent mode in urban areas; > the most [accessible] mode of transport; > simply the best mobility mode in urban areas.

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[First|womenâ&#x20AC;&#x2122;s|velocipede|race,|Paris]

[1869|Velocipede]

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[Copenhagen,|2013]

[present|day|tech-savvy|cyclist]

2 [||The|Bike|Effect||||||||||||||||||||| Undeniably, the impact of the bicycle allows us to become self-reliant which is a necessary mechanism in today’s economic climate. This motivation is the reactant for a change that is destined to occur because we will always have an appreciation for something that can aid us in our living. An appreciation that this need does not differ between genders demonstrates how, on an industry level, the market defined by ‘who a cyclist is’ should not be determined by gender specific attributes. In cycling, the consumer is everyone. In light of this, it has been said that “acquiring skills as a leisure cyclist is an important precondition for taking up cycling for transport.” (Journal of Transport and Health 2014). For first time cyclists this is a helpful understanding in how our initial interaction with cycling can influence our overall relationship with the bike. It must be ensured that this is a positive message so that people are not discouraged before they can even begin. This puts weight on cities to create societal equality on the road as sustaining cyclists is also a pertinent issue. Recognising this, a process that invites people to cycle is a positive reinforcement to the community aspect. It intensifies exactly how it can aid them,

and places emphasis on the need for an inclusive networks, then it can become not just a mode of transport, but an enabler for living. As a result, reasons not to cycle will diminish. This is the overall goal. As previously acknowledged, the car is the overriding competitor to the bike as a transportation device as it dominates the mechanism of our cities. Nonetheless, this does not mean to say the bike cannot be just as important. It will very much require an understanding of why people should cycle, a promotion of how they can benefit, and a change in its prevalence in society if we are to see an increased uptake in cycling. Nonetheless, even at this time the bike can be envisioned as our own personal tool for freedom, expression and empowerment, like no other transportation can. From this analysis consumer motives to cycle have been broken down into three core categories:

[health|and|well-being] [Convenience] [social]

|||||||||||||||||||||||||||||||||||||||||] Although motivations come from a broad spectrum of ideologies we have in our lives, these ideologies cause us to seek alternatives which are not currently maximised, but can in part be solved by the bicycle. They consider reasons such as:

[rising|fuel|costs] [commuting] [leisure|and|recreation]

From this understanding of our motivations to cycle, it makes sense to target a lifestyle focused consumer since many factors surround the ways in which we live. This is someone who seeks to be social, and is never going to be a serious or technical cyclist. By targeting this demographic, it can maximise the existing market by drawing in a wider audience, typically those aged 25-34 (Generation Y), who have the potential to bring cycling into the mainstream. While Britain is already at a point where there is potential for cycling, momentum is needed to be set in place in order to achieve a similar status as seen in the boom of running.

[environment] [sports]

[the|benefits|of|a|bicycle] [whizzes|past|traffic|jams] [feels|like|flying] [keeps|you|fit]

[Faster|and|easier|than|walking]

[as|quiet|as|a|mouse] [parking|is|free]

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3 [||Cycling|for|our|well-being||||||||

[“it|gives|you|strength|and|freedom||||| As previously established, challenging and changing perspectives is an underlying aspect in reinstating cycling status. One of the most personal and accredited gains cycling can provide for an individual is regarding their health. If cycling is reviewed in terms of health benefits, it can be seen that it transcends political, economical and even social matters to bring physical gains that is something not always widely recognised, but an aspect that delivers vast potential for incorporating cycling into our lifestyles. Mental health and the stigma surrounding what mental health is, what mental health means, even how people who struggle with it, has received positive support in recent times. Even though mental health as an illness can be misunderstood, everyone understands that we need to do certain things to take care of our health and well-being, like exercise. In accordance to the Mental Health Foundation “leading an active life can help raise your self-worth and improve your confidence. It can help you feel valued – and value yourself.” (Mental Health Foundation 2014, online). Scientists believe that being active releases chemicals in the brain that instantly improve your mood, it is said to be the most natural drug for supporting us mentally and physically.

The National Cycling Charity suggests how a revolution in cycling can bring a ‘health solution’. It has been proven that those who commute to work by bike on a regular basis have less sick days and are healthier than those who do not overall. Even safety issues have been challenged with suggestions made that the benefits of cycling outweigh the risks. This is supported by The National Institute of Health who confirm these benefits of cycling, and extend to the impact cycling on society, say that “societal benefits are even larger because of a modest reduction in air pollution and greenhouse gas emissions and traffic accidents.” (National Institute of Health 2010, online). In support of this, in an interview with mountain bike rider Anka Martin she spoke out about the importance that cycling can bring to our lives, “it gives you strength and freedom and will help you with so many other aspects in life.” (Martin 2013). Anka is passionate about cycling and a great ambassador for creating the feeling of empowerment which can be achieved through cycling. Many people have even mirrored cycling to the act of flying which undeniably enhances the freedom and independence it offers. Contrary to this matter, research has shown that highly competitive sport can cause enhanced

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|||||and|will|help|you|with|many|aspects|of|life”] psychological problems. It is necessary to recognise levels of extreme to understand how what can be good for us, can also become problematic. It has been recorded that female athletes of an elite status “are more likely to be diagnosed with a psychological problem than men, and appear more susceptible to difficulties encountered in their environment than their male counterparts.” (Schall, et al 2011, online). This can filter down to grassroots level cycling which is why it is important to target the source. The “environment” difficulties depicted here illustrate the rift between genders with women being more susceptible, and perhaps even supports the creation of a bi-gender friendly cycling environment. This change mostly lies within the cycling product industry and the sporting domain if it is to be reflected in the mainstream. On this note, if we examine how a vast majority of us exercise, the gym is one of the more popular ways we commit to exercising on a regular basis, and in the UK 4.4 million adults are a member of a gym. (Kantar Media 2014, online). A problem with this is that the gym can be an isolating place, with little interaction, as well as being indoors. It is of course dependent on the person, but more often than not we will go to the gym, work out alone, and then leave. For people to experience something that can be rewarding there are a variety of outdoor cycling events that are community-led, inclusive and interactive.

Therefore, cycling can be viewed as an opportunity to incorporate positive well-being into peoples’ lives. Over the past two years several opportunities have arisen. A vital part of this has been the start of small cycling events for women in the Britain, Cycletta. This gets women together for the complete active and social experience. These events are less focused on competing, and more focused on creating a time for women to interact and be active, called ‘sportives’. They are successful in the way they do little to alienate women for reasons such as fitness, ability or age. There is certainly potential to create a scheme which allows experienced riders to become ambassadors, and lead their own group bike rides on a more regular basis. This tackles multiple issues in accepting a wider demographic for cycling by administering an environment that supportively introduces women to cycling.

[Anka|martin,|professional|mtb|rider] Fig. 34

4 [||Women’s|impact|on|sport|||||||||||| Against common perception, women are responsible for the rising popularity in cycling since it began. Without them cycling would not be as established as it is today. The social movement of cycling was adopted by women of ‘affluent leisure’ and, according to Walvin “cycling became the activity with the most notable female presence.” (Walvin 1978). Women’s cycling challenges dominant gender codes which is why women cyclists decreased so rapidly when men dominated in the Tour de France. There is still an increasing demand for women to be accepted, however it has proven difficult to shift standards that have been put in place for so many years. Following that period, the focus fell from cycling and was forced to die down due to motorisation and danger issues. It is modern day society and political views on gender that have allowed women to gain some of their status back, but not completely. We are still at a tipping point in what we can do for cyclists and what we can gain from cycling. It is by no means a fully utilised sector. Despite this, it is said that 2013 was the “year of women’s cycling.” (Bussey 2014, online). Since many schemes and initiatives have been set in action in Britain the numbers of women cyclists have increased considerably. Already a movement

has begun to get more women cycling at ‘grassroots’ level, as previously addressed in ‘Cycling for our well-being’. The report “Women on a roll” (Szcepanski 2013, online) states key focus areas to increase female ridership which are supportive of the research in this report and identify areas to target; [comfort] [convenience]

[consumer|products] [confidence] [community]

}

[the diversity of products offered] [targeting wider audience] [providing confidence through inclusivity]

These 3 areas become the focus for not just women, but the ways in which overall increase in ridership can be established.

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Fig. 11

4 [||Women’s|impact|on|sport||||||||||||

[“if|there’s|one|thing|cycling|is||||||| To begin a wider and much more tailored cycling city experience for everyone, first we must have an understanding of women’s interaction and acceptance with sport by looking at the history of their presence within it. Women’s involvement in sport is an ongoing political agenda which far exceeds that of cycling, yet there are several sports in which women have, and continue, to dominate.

This change could very much be down to the fact that women had the opportunity to represent themselves, and they took it. Now it is known that women have proven they can compete with men on a high level, it is accepted. This acceptance needs to be carried on into other sports if we are going to see an overall change in behaviour in line with women’s sport.

Tennis is undoubtedly the most popular women’s sport in the world. It is one of the few sports where women have proven themselves by competing against, and taking victory against, male counterparts. Maria Sharapova became the second most googled athlete of 2011 behind the Williams sisters, and they become the tennis equivalent of royalty such was their popularity. This gave women a sport that they could represent and be a part of without question of talent comparisons, or gender.

There is still gradual progress towards breaking down the gender divide, and the Olympics has been a huge part of this due to the widespread publicity it receives. In the London 1908 Olympics 1.8% of competitors were women. In the most recent Olympics (London 2012) 44.2% of competitors were women. The Olympics has been described as a “global stage for women to defy stereotypes since 1900. They prove that women can overcome societal expectations and achieve their dreams despite the obstacles in their way.” (Olympic.org 2013, online).

One of the most well known reasons why tennis squashed the gender question is down to the iconic ‘battle of the sexes’ between Bobby Riggs and Billie Jean King, where King took victory. She expressed the importance it symbolised for the growth of women’s sport: “I thought it would set us back 50 years if I didn’t win that match. It would ruin the women’s tour and affect all women’s self-esteem.” (rmsports 2013, online).

Consideration of the impact that this provides on women’s status through “overcom[ing] societal expectations” challenges perceptions and illustrates the sensitivity that should be given toward including women in sport. Even with popular women’s sport, they do not receive as much coverage as they could, and many female athletes of the cycling world have

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||||crying|out|for,|it’s|change”] spoken out about the effects this has had on the number of women getting involved with cycling. There are still steps being taken that show recognition of this, and the founder of a cycling clothing brand in Britain suggests that cycling “needs to be more accessible” (Glowinski 2013) which is contributory to removing current “obstacles”. Tracy Moseley, professional mountain bike rider adds, “lack of women’s coverage does not help the sport as women are not able to have something to aspire to.” (Moseley 2013). Despite these perspectives, after much interest and support was given to the women’s Olympic road race in 2012, Bradley Wiggins, clearly seeing potential in women’s cycling, donated his own prize money towards the creation of a British cycling team for women. It is small steps like this that lead to big change, and “if there’s one thing the cycling is crying out for, it’s change.” (Day 2013, online). If we fast forward a year to the completion of the first women’s Tour De Britain that was held since 2009, Carmen Small (US time trial champion) and many other women cyclists recognise the significance of a race like this and she comments on how “women’s cycling is on the upturn right now, and this can only help our cause.” (See 2014, online).

On this note Nicole Cooke, an Olympic gold medallist, stresses that amidst all the initial positivity surrounding the Tour of Britain “it could all fall apart within a couple of years if the proper steps aren’t taken to create the infrastructure and to build credibility.” (Williams 2013, online). Even at this point where things are looking positive for women’s cycling, it is necessary to look at how to cement the changes, and structure is something that is lacking in this situation. Even with the introduction of cycling events, and the re-introduction of the Tour, steps must be taken to ensure that women do not fall off the scene again, and as Cooke so rightly says we must use our current situation to “showcase women’s cycling and build up interest.” (Williams 2013, online).

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4 [||Women’s|impact|on|sport||||||||||||

[“only|when|sport|becomes|androgynous||| [triathlons] Focusing on triathlons, it can be seen how image is heavily brought into this sport. With this in mind, it is said that “the use of specialist equipment and the wearing of sport-specific clothing, became an important benchmark against which a women is judged in triathlon.” (Aitchison 2007). Just seeing how these women triathletes are feeling the pressure of what is expected and how they will be “judged” again is an aspect which can filter down into grassroots cycling where there is a sense of what is deemed acceptable in terms of attire, which in turn addresses a confidence issue for women. In support of the need for gender neutralised outlooks for cycling, there are critical perspectives that suggest androgyny is vital in aiding the transition from views of women now, to views of women in the future: “only when sport becomes androgynous in its symbolic meaning and real content will sport have achieved its human possibilities. Androgyny in sport means for her the incorporation of virtues typically associated with women into the symbols and practice of sport.” (Weaving C, et al. 2010) This exhibits the change from the 1800s where image was overshadowed with a focus on “correct posture, facial and bodily beauty” to the 2000s

where, with the legislation of equal access to sports for men and women in 1972, is when women began to be present, to dominate, and achieve. (Wikipedia 2014, online). In addition to this, “much of triathlon equipment and clothing is now considered to be fashionable and attracts prominent designer names such as Oakley.” (Aitchison 2007). This depicts how the impacts of the sport influences the mainstream, and vise versa, so it is notable to see changes towards ‘fashionable’ identities. What is essentially seen as important for consumers and how they want to represent themselves as not only an individual, but an individual on a bike. This is where the bike world and the fashion world combine, as the transition reveals itself to a continuous lifestyle image which is not so dependent on the sport as it is on our own individual styles.

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||||will|it|have|achieved|its|human|possibilitiesâ&#x20AC;?]

[women|at|the|start|line|of|the|2013|tour|de|Britain]

Fig. 12

5 [||How|professional|cycling|||||||||| It has previously been established how the bicycle has remained in our lives, but it can be argued that it is in fact the sport of cycling in its many forms that holds the most recognition for the bike itself. It is seen that “enthusiasts of cycle sport see its promotion as key to building cycling’s status”. (Parkin 2012). And, it is understandable that a sport which generates a high volume of interest and support increases the dominance that sport holds. Cyclists certainly take inspiration from professional cycling, yet it has been seen as a somewhat alienating element. Firstly, if we come to ride a bike and our only rolemodels are high-profile athletes, then surely we will compare ourselves to them. Consequently, we are questioning all sorts of things; do we dress in performance clothing, do we dress normally, will we be judged if we do not take it seriously? There are many factors surrounding the sport which become somewhat of a mixed message which is enhanced “when people are encouraged to ride, it’s usually from a point of view coloured by sports cycling, which often puts them off.” (Castle 2013, online). This is one of the current mind-sets that has been put in place because of the high status that cycling has gained over the years. Although, teams who compete at competitive levels have also started schemes to get communities to adopt cycling,

which is a step towards breaking down the barrier that has been created between the two, setting up a more unified view of cycling. Sky Rides are an excellent example of this and have generated many thousands of cycle journeys since their inception. In the past, cycling may have been deemed as a ‘spectator sport’ which is something that could have caused a chasm in what we use the bike for. Despite this, countries have installed bike paths, and initiated hire-bike schemes, which in turn have increased the use of the bike as social practice through ease of usability, another key aspect for societies. As a result, communities have become more understanding of how the bike can function and profit.

||||changed|the|dynamic||||||||||||||] “enthusiasts of cycle sport see its promotion as key to building cycling’s status.”

[sir|chris|hoy|backs|start|of|sky|ride,|2011]

Fig. 14 Fig. 13

[Pro|VS|casual] “when people are encouraged to ride, it’s usually from a point of view coloured by sports cycling, which often puts them off.”

Fig. 15

6 [||getting|britain|on|the|bike||||||| Britain is a country where the car is still the dominating element in infrastructure design. For changes to be made, tactics that give higher priority for cyclists will be key, and the Cycling Embassy of Great Britain demonstrates just how important making room for cyclists is. They certainly reinforce the â&#x20AC;&#x2DC;safety in numbersâ&#x20AC;&#x2122; aspect, whereby it is believed that the more people cycle, the easier it will be for all cyclists. They are one of the many campaigns that aim towards actively changing Britainâ&#x20AC;&#x2122;s infrastructure. They challenge Britain as it stands to become more like regions, such as the City of San Francisco, which have proven the success of inclusive bicycle strategies. Despite the UK being one of the less adapted countries for cyclists it is said that: Many local authorities are looking towards cycling initiatives to help achieve their objectives of increasing sustainable transport, with a growing interest in the evidence that recreational bike riding is acting as the catalyst for behavioural change and cycling to work patterns. (Grous 2011). This indicates the importance of the social realms of being a cyclist, and The London Cycling Campaign noticing this has claimed that they want to shift cultures and cycling identities. (Aldred 2013). It is being recognised on a bigger scale than ever

before that we need cyclists in our communities, and once cycling is all inclusive there are no boundaries to what can be achieved. In support of this, it was understood even as far back as 10 years ago the importance of urban planning around cycling. Planning for Cycling indicates towards UK culture: Serious promotion of cycling must embrace a much wider range of approaches than infrastructure. This is especially the case in a country like the UK with relatively low levels of cycling, where the bike still often has a poor image as a means of transport primarily for those who cannot afford cars. (McClintock 2002). This gives the understanding that social changes are necessary in achieving larger cultural changes, and depicts the importance of integrated planning. Without doubt we have moved on in the incorporation of cycling into our cities since 2002, particularly with schemes such as the City Bike becoming the norm. Interestingly, economic gains for societies were also analysed in 2002 with: The different shopping patterns of cyclists can also be beneficial... Just because they are more likely to make more frequent visits means... more scope for related activities including window shopping, browsing and socialising. (McClintock 2002).

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The recognition on the importance of â&#x20AC;&#x153;a wider range of approachesâ&#x20AC;? has been observed as necessary if we are to achieve a permanent adoption of cycling in our cities, and ultimately, it intensifies the links that can be made by connecting a cyclist to their society. This becomes an especially important factor towards reinstating cycling now that it is on the radar for becoming a vital part of city living.

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6 [||getting|britain|on|the|bike||||||| To expand on the understanding that the bike can give more to lifestyles than is initially thought or realised, it is helpful to evaluate further what gives cycling the potential to have a high return value on our communities.

Our lives are busier than ever, so we have become as frugal about how we spend our time as we are about spending money. People everywhere are opting for a better experience. (Walters 2014, online).

If we look at the bike as a consumer product we see that there was no need to advertise or market it in a certain way because it was simply needed. It was made, it benefited us, and we wanted it. There are not many things in life so easily available to us that we so readily make it a part of our lives. The bike alone established itself as a tool for freedom, so the objective is to incorporate this notion of experience into future planning for the bicycle.

So it is questionable why progress has been lacking in Britain, and if “experience” is key to our relationship with the bike. Arguably, it is said that the reason more progress has not been made in the cycling movement is down to “Britain’s planning and transport policies to date [which] have served to confine cycling only to the quick and the brave, leaving the rest of us behind. Promoting cycling without tackling this will not raise cycling levels significantly.” (Cycling Embassy of Great Britain 2014, online).

Conclusive to this, it can be seen that a fundamental personal gain of cycling is the experience we have with it. It is not always directly about enjoyment: you will not have a life changing moment every time you cycle, but the bike is the vehicle for us to launch our experience from. It gives us opportunities and freedom, and can keep us connected to society. After all, cycling is the only sport that is popular enough as a vehicle, that it can also be a hobby, and a way of life. Retail Customer Experience supports how consumers are often looking for value, unless they are buying into an experience:

Supplementing this argument, a recent report supporting a revolution in cycling and sustainability, poses the question: “if it has so much potential, why are we not seeing much more conversion of that potential into actual contribution?”. (Parkin 2012). As demonstrated here, it is clearly in the government’s interest to no longer marginalise a cyclists’ place on our roads. Steering away from the ‘elitist’ viewpoint, discussed earlier, is vital in shifting cultures and identities to broaden the cycling demographic.

|||||||||||||||||||||||||||||||||||||||||] Additionally, it has been claimed that “in Britain no cycling advocacy organisation obviously and proudly struts an alternative vision” by social scientist Dave Horton. (Horton 2013, online). He conclusively states that not enough status is being put in place for these organisations to become prominent. This could well be reason to justify the limited improvement that can be shown for our UK cities, thus holding back a widespread plan of action. Circumstance reveals prominence is not the sole issue. In the part of the government that should be seeking cycling as an alternative mode of transport in the quest for sustainable cities, it has been identified that “environment ministries tend to be weaker departments; and they do not control the policy tools required to drive real change.” (Murphy et al 2010, online). Not only is this valid from an environmental standpoint, but a social one too. It has been recognised that “changing practice might usefully focus not on behaviour or environments but on identifying the social fields in which mobility practices are likely to be malleable”. (Nettleton et al 2013, online). Accepting cycling is not limited to a mode of transport, but can also be a tool for socialising, backs previous suggestions to fully

integrate cycling strategies to build a necessary platform considering cycling has an umbrella of issues to be addressed including, lifestyle, economic, sustainability, and transportation ideals. Another issue to mention is the idea of ‘active travel’ which has had little success in sustaining the interest of commuters. This reveals an area that could be improved since up to date cycling has been at a point of societal inequality. Supportive of this, the National Travel Survey concludes that for the year of 2013 just 2% of the total UK travel was made by bike. (Department for Transport 2013, online). However, it also notes how we are traveling much further, which again puts pressure on the incorporation of a higher level of accessibility for cyclists. Over the course of 15 years (1998-2013) the total population now travel 20% more kilometres by bike. This increase has been much more drastic in London where between 2012-13 cycled 176% more miles than they did in 2000. (The National Cycling Charity 2013, online).

6 [||getting|britain|on|the|bike||||||| Moreover, statistics reveal 85% of children aged 5-10 own a bicycle. This category is the highest and most reliable one for sustainability as children view cycling as an enjoyable activity that they can do alone or with friends, and parents support it because it keeps them active. Between these ages and our adult life, we seem to forget about the bicycle until we need it to commute. A professional mountain bike rider offers her opinion on this from a female perspective saying: girls do ride bikes when they’re little, but then when the whole cool factor thing kicks in, it’s not cool for the guys to see me on a bicycle - o my god! So, you get out of it… I find that most girls start again in their 20s. (Martin 2013). This is a credible response from someone who has grown up around cycling. There is also a clear gender gap here that is particularly noticed by women who are exposed to the competitive side of cycling. We know that women’s involvement in cycling is underdeveloped compared to men’s, and it only seems natural that there becomes more of a focus between the ages of 10-20 where interest can be lost. This age group has potential to unlock issues that adult generations now have, getting more people growing up with cycling as a consistent behaviour.

On the other hand, the focus does not lie on age in its entirety. There is a large proportion of focus on broadening the cycling environment by regaining women’s mark in the industry. There has been favourable movement with female entrepreneurs making their mark by “designing new products that address the crossover of style and cycling” and there is also appreciation considered “in making the shopping environment and available products more inviting and appealing to women.” (Szczepanski 2013, online). This movement from a current niche in industry is an example of the direction that can be taken to strengthen the female side of cycling. This potential to broaden the market is demonstrated through an under-utilised area in the crossover between sports and fashion, and acknowledges the fact a market for cycling clothing has been established. It indicates the trend towards a potential current need that can be exploited, and brings a degree of hope that cycling is here to stay and is in fact a growing economy, despite some perceptions of how niche it may currently be. This prospect could almost go as far as offering a unisex product that results in some parts of the industry being unified, thus inclusive of a larger demographic.

|||||||||||||||||||||||||||||||||||||||||] [we|are|travelling|20%|more|by|bike|than|we|did|in|1998]

[688,000|cycle|more|regularly|due|to|sky|initiatives]

[85%|of|children|5-10|own|a|bike]

7 [||The|growth|of|cycling|||||||||||||| Manchester is recognised as “the home of the world’s greatest track cycling team and the home of British Cycling…a world leader in sport cycling”. (Manchester City Council et al 2013, online). And, correspondingly has the biggest focus on the creation of the best cycling city in Britain. It has been reported in Manchester, with a population of 2,682,500, that “cycling has great potential to be a key sustainable mode for trips into the City Centre as well as providing substantial health benefits.” (Manchester City Council 2010, online). This was identified in 2010. Since then, the city has invested millions in cycling strategies, yet the downfalls continue to lie in the links between these strategies and the overall creation of a well established cycling community. Manchester does, however, have an eight step plan which dictates the importance of a cycling infrastructure which all lead to increased cycling. It enforces goals that should be replicated throughout the country.

1. Improve the effectiveness of ‘led ride’ cycling for leisure, health and fitness 2. Deliver mass-participation event (Sky Ride City) which showcases Manchester City Centre 3. Close the gap between the number of male and female cyclists 4. Capitalise the Olympic effect to grow participation 5. Help Manchester residents build confidence through key programmes 6. Work with partners to deliver a tangible legacy from the 2012 Olympics 7. Assist in the development of further engagement with those taking part in organised led rides 8. Build on existing workplace programmes and interventions as key setting for extending recreational and utility cycling

[the|great|manchester|cycle|route]

Fig. 23

||||in|manchester|||||||||||||||||||||] [use|positive|role|models|like|olympic|gold|medallist|laura|trott]

Fig. 18 Fig. 19

[create|a|Bi-gender|environment] Fig. 20

Fig. 21

Fig. 22

8 [||the|impact|of|cycling|||||||||||||| Britain needs to catch up to cities that actively benefit from an integrated cycling approach. San Francisco, despite being a city that would be expected to have decreased cycling participation due to its hilly nature, has managed to establish itself as one of the most cycle friendly places in the world with a bicycling commuter population of 500,000. This has been achieved through incorporation of not only the bike, but the community that surrounds it which has resulted in an overall wider acceptance. This is supported by 34 San Franciscans who took part in a survey undertaken by commuters in the city to obtain views of a group of people and their experience with cycling. This provided data on cycling which became supportive of theories around the connection between cycling and the community. Initial steps that were taken to benefit the cyclists of the city include the re-design of the multi-use Embarcadero Boulevard in 2008 which provides safe and easy access for cyclists to work and shops. It is said to bring significant commercial development, leading to 23% more jobs available in the city. (CNU 2011, online).

As the San Francisco Bicycle Coalition state: there is no better place than the Embarcadero, which serves as the heart of our Bay Trail Bikeway and as a critical part of Connecting the City. Our vision for the Embarcadero is a continuous and consistent protected bikeway for the entire length of the Embarcadero that connects multiple neighbourhoods together along our iconic waterfront. (San Francisco Bicycle Coalition 2014, online). 23%

$$$

23%

h = [23%|more|jobs]

However, the people of San Francisco do not believe that cycling initiatives have reached full potential which is why a campaign is in place to consistently analyse how access to the city can be improved.

Fig. 24

||||in|san|francisco||||||||||||||||||] This survey is the result of a relevant snapshot of high-disposible income young professionals who live and work in the city of San Francisco.

---

87%| said |it| keep s|th em|f it----

-- - - - - - -

- - --

-- -

-- --

e | & | m o n ey --

sa | %

aves|tim s | g in l c y d|c

---------

-----

---

- --- -

[motivations|to|cycle---------------commuter|survey|2014] Fig. 25

- - -- - --

8 [||the|impact|of|cycling|||||||||||||| [the|cycling|community] This constant focus on people and how they connect and interact on a daily basis is a huge part of the cycling environment, and demonstrates the importance of a cycling community that does exist here. It supports community building from both an active and social standpoint. In the commuter questionnaire, it was revealed that certain San Franciscans believe the bike lanes to be the most beneficial thing that has been provided for cyclists, for reasons of safety, awareness and sharing the road.

In Britain, the city of London has a huge influx of traffic that currently drives out a dominant cycling culture for reasons such as space and safety. Regardless of current strategies set in place to enhance Londonâ&#x20AC;&#x2122;s road network, they should selectively engage with cities like San Francisco that exhibit the success of a community.

[85%|Community\] (Commuter survey, 2014).

Additionally, it has been noticed how cycling can bring more to a community than other transportation. A recent review of the city states how â&#x20AC;&#x153;many retailers in the Bay Area have discovered that customers who come by bike can be as good a source of revenue, if not better, than those who come by car.â&#x20AC;? (Lee 2013, online). This influx of cyclists evidences how the ease of making frequent stops and easily finding parking, is yet another reason why communities can prosper all because of the bicycle. These developments contribute to proving that cities that have put in place road strategy practice to increase transport modes have noticed the benefits that can come from increased accessibility, reduced emissions due to less traffic, and consequently reduced congestion.

Fig. 26

85% of those surveyed believed to be part of a community, rather than an elite cycling group.

||||in|san|francisco||||||||||||||||||] [chris,|34,|san|francisco] Chris is pictured here at work with his trusty steed. Chris decided to start bicycling 20 years ago. He soon discovered that it made him a super fit, cool and fun guy, and has never parted with his bike since.

[Motivation: “it’s just plain fun” [Benefits: “the sense of community” [Story: “a few months ago I was on a ride with a weekly cycling group, I discovered that I had a flat. Not one, but THREE fellow cyclists jumped off and helped me” (Hirst, 2014). Fig. 27

Fig. 28

[the|embarcadero,|san|francisco]

[||prospering|cycling|cities||||||||| [copenhagen]

[portland,|oregon]

[utrecht,|netherlands]

[tokyo]

Fig. 29

|||||||||||||||||||||||||||||||||||||||||]

[utrecht,|netherlands]

[copenhagen]

Fig. 30

[bike|population: 650,000 [proposed|plans: 10 foot wide bike infrastructure

Fig. 31

[trips|by|bike: 50% [proposed|plans: worldâ&#x20AC;&#x2122;s biggest cycling parking facility (12,500 spaces)

Fig. 33

Fig. 32

[portland,|oregon]

[tokyo]

[trips|by|bike: 8% primary, 10% secondary [proposed|plans: 14 foot wide pedestrian and bike bridge [current|infrastructure: 240 miles bike lanes and paths

[trips|by|bike: 14% [current|infrastructure: cycle legally on footpaths and pavements

(CNN 2014, online).

9 [||strategy|proposals||||||||||||||||| [Challenging|perspectives|through|advertising] We are constantly exposed to marketing and advertising of all kinds which influences the general population in one way or another, often subliminally. It is said that in social terms “marketing plans [can be] used when trying to change behaviour over a long period of time” (McKenzie-Mohr 2000, online), which stresses the importance of incorporating a permanent aspect into a campaign that continues to connect the consumer physically to cycling long term, for the reason that ultimately, the power of the bike needs to be established before anything else. It is useful when considering changing perceptions, to look at how unintentional advertising affects us. An excellent case study would be the act of smoking. The way smoking has been regarded through the media has been challenged. With celebrities ‘unintentionally’ advertising smoking through provocative photographs, they somewhat unknowingly become the face of cigarettes. It reveals the power of celebrities as role models. As a consequence of this, an initiative has been created to counteract our attitude towards smoking. This is an example of how society can be fed messages that create or manipulate perceptions, and reveals the potential to amend society’s view of, and attitude towards, a particular concept. This is precisely the method that can be employed to change people’s

attitude towards women cyclists in particular as evident in the unbalanced gender divide in cycling. Another example of how advertising manipulation can cause us to accept something as being good in an attempt to disguise the bigger picture can be seen through the actions of the Norwegian industry group that oversees advertising. They passed new guidelines prohibiting auto companies from claiming that their cars are ‘green’ ‘clean’ or ‘environmentally friendly’. According to the group, “cars cannot do anything good for the environment except less damage than other cars.” (Greenpeace 2014, online). This has been dubbed ‘green-wash’ advertising which highlights increasing awareness of environmental issues, whilst supporting the need for the normalisation of cycling. [strategies] Because of the varying demographic layers that make up the potential consumers for cycling, no one solution will work. Tactics need to be broad in their approach to appeal to a diverse demographic as well as working with city infrastructure to link cyclists to their environment. Considering this, the challenge here is to suggest tactics in which consumer behaviour and attitude

|||||||||||||||||||||||||||||||||||||||||] can be altered to increment involvement and normalisation in the act of cycling. Clearly, there is more to be achieved through wide reaching communal understanding of the bikeâ&#x20AC;&#x2122;s role in cities and in our lives which has been explored in the previous chapters. The way in which cycling is marketed is vital in this process. Mirroring platforms where other brands have established success will help to generate a structure which encourages a community to form around cycling as the end goal. As social platforms have allowed us to connect to our lifestyle wants and needs, this is the direction to take as an experience can be shared and a community established so that consumers have a place to come back to. There are many ways in which cycling can be encouraged and promoted, and this report has examined a number of initiatives including urban infrastructure, that have been shown to have success in cities across the world such as Amsterdam, Utrecht, Oregon, San Francisco and Tokyo. However, it is not enough to simply provide a more suitable infrastructure and expect it to gain popularity without some form of campaign to generate momentum. Campaigns can take many forms, such as those

which aim to get a message out to large numbers of people, or which target specific groups in smaller but more focused areas. This section will look at a means by which cycling can be promoted amongst young people in particular and in a sustainable way. To achieve this a strategy has been curated around Apps and mobile communications technology, the media most used by the initial target group Generation Y. As noted throughout the report any successful changes in how individuals approach cycling must adopt a consumer driven focus, and should target longevity if they are to keep the motivations of consumers connected to cycling long-term.

9 [||strategy|proposals||||||||||||||||| [blend|trending] Ideologies in adapting current lifestyles have been noticed in the idea of blend-trending. Blendtrending is a simple concept. It brings several trends together resulting in one outfit. This has been seen recently in sports clothing, where people are choosing to wear any sports-specific outfit, for any sport, dependent on what appeals to the individual. This simple idea supports both the curation of hybrid and unisex sports brands. They bring both genders together, while tapping into the future of sports clothing which holds less restrictions by focusing on the bi-gender outlook. This concept is supported throughout the report whereby it has been recognised that a need for less alienation is necessary in the promotion of cycling. Spreading the blend-trending effect could establish a widespread campaign to get people to hybridise their lives and become more relaxed about what they wear when exercising, in order to target a large demographic that is already interested in exercising, to then narrow down the focus to cycling in particular. This would result in a less restrictive definition of who a cyclist is. The Story of Stuff, a well known campaign which strives towards a healthier planet is supportive of these type of initiatives and indicates how change happens when communities come together.

Community is one of the major factors that allows cyclists to be cyclists, and is a way to target women cyclists and up their status. In The Story of Stuff â&#x20AC;&#x153;collaborative consumptionâ&#x20AC;? (Story of Stuff Project 2013, online) is mentioned, and for cycling this has been seen in schemes such as bike share programs. Small changes and initiatives like this show that focusing on what people want beyond the simple concept of consumption can create the potential for a better future. This could be a continued aspect that is incorporated into the product industry. In terms of delivering cycling products to its potential market, either remotely or even at the point where consumers can go to purchase them, it is important to enable a platform that alleviates technical jargon and the estrangement that comes with it. Product concepts such as BirchBox have been successful with this, particularly in creating a tailored experience from people who have the knowledge. These productbased schemes are often used to collaborate beauty brands for the individual consumer, but could be applied to bike products. This sort of easy access to knowledge and products is a way to enhance consumer experience with cycling by providing them with a service that is easily accessible. Increasing the area this service covers will

|||||||||||||||||||||||||||||||||||||||||] [blend-trending|seen|on|twitter] give cycling brands an opportunity to become more dominant in the market, and increase overall support for the cycling industry. With sports events, generally you receive a package put together by sponsors once you have completed the event, yet surely this is a missed opportunity as competitors have already purchased all their race requirements before the race itself. There is considerable opportunity for targeting the potential market prior to the event. If a company such as Wiggle, who provide selected products from different brands, created specific boxes that were available on offer leading up to race day, more participants would be able to buy as part of their preparation, rather than after the race is completed and they are already moving on. Therefore, these ideas are based on opportunities for companies that already exist, but have scope to be more specific and more inclusive in their approach to the consumer. [birchbox|collaboration|with|jetblue|airline]

Blend-trending is a potential way to address current boundaries around what a cyclist should look like. Fig. 37

> collaboration of products = convenience > providing the knowledge that current consumers do not have regarding cycling products > easily accessible = stress free > tapping into blend-trending which could become the next big thing

Fig. 36

> links with events to establish companies within the cycling industry

9 [||strategy|proposals||||||||||||||||| [creating|an|app] A credible and current way to implement experience and social change is through an App. This means it is easily accessible and more likely to be used regularly and on-the-go. Apps are continuing to dominate on the internet by providing users with quick and easy access that connect them to friends, shopping, games, etc. Now that running has gained precedence as the most easily accessible exercise and even being considered the “most popular sport in the world” (England Athletics 2014, online), parallels can be drawn between our interactions with running and crossovers can be used to support a cycling App. However, running is purely an exercise, whereas cycling is diverse in what it can offer us. We are very much transitioning into a time where Apps are the most used part of our time spent online, with recordings seeing 81% of our overall time on media is spent on Apps. (Smart Insights 2014, online) Our increasing desire to be on-the-go has meant that Generation Y are among the highest users of Apps with 72% owning smart phones (eMarketer 2013, online). It is important to note that this age group is also among the most active, which leads to this being a target demographic for Apps since “those between 25-34 spend more time on Apps than any other age segment.” (ComScore 2013, online).

Inspiration can be taken from Nike’s running App. The ideas contained and expressed in the Nike Running App present opportunities for users who are also cyclists. By taking the idea of tracking your performance through route, time, heart rate, etc. The App should combine this with social elements which give users the option to link with friends, or people in their area, to share bike rides, plan routes, and create groups to socialise around. This can help start and bring communities together to increase cycling status. “New Balance” is the perfect brand that represents a way to combine fitness with social. In a recent campaign they have revealed the ‘GNO Meetup’ (Girls Night Out) which allows users to map routes, share routes and join routes, for a more interactive workout. They call it, “a new kind of night on the town. Less primping, more pavement pounding.” (New Balance 2014, online). This type of campaign addresses the wants and needs of the consumer, in this case a night out on the town, substituting it for an active approach but maintaining the social element.

|||||||||||||||||||||||||||||||||||||||||]

Fig. 38

[nike|running|app]

Fig. 39

[new|balance|campaign]

9 [||strategy|proposals||||||||||||||||| [creating|an|app] Currently there are Apps such as Strava which allow you to track your cycling route. Since everyone needs to adopt cycling on more levels, adding the element of connecting with other users can be a positive way to both increase numbers in cyclists and link people together who have similar interests. This is primary to younger generations who rely on mobile-based interactive platforms to plan their social lives. Users of one of the most popular cycling Apps ‘Map my Ride’, acknowledge it as a motivational tool, “love this App. Really motivates me to get out and cycle and walk my dog.” (Graham 2014, online). But also push toward a more inclusive platform, as one user suggest, “there isn’t an option for BMX. Speaking as an amateur BMX racer, it’d be nice to be included… I know I’m not the only one who rides a BMX into work for the exercise”. (Round 2014, online). This analysis of the current App available shows the variety of people that use it, and also the different levels they use it for. An important part of creating a new App will be its diversity. If the successful elements that many users enjoy demonstrated by the 5 star App rating, combined with the social tools and ridership varieties, there will be not only success, but sustainability in its operation. The use of the App will also become an all important means of evaluating data through analysing the user statistics of the cyclists, which will be crucial to measuring progress.

Fig. 40

The idea of Strava is 2 Apps become 1, as it caters for both running and cycling. By blending a social platform with a cycling App follows the same principles. If users have the ability to search for group rides in their area, this adds more to the community aspect, rather than just connecting with friends on Facebook like most Apps currently do. This is a core element in the development of the Happy Bike App.

|||||||||||||||||||||||||||||||||||||||||] [The|Happy|Bike|App]

Fig. 41

Fig. 42

Fig. 43

Fig. 44

Fig. 45

Fig. 46

Fig. 47

Fig. 48

Links with popular cycling blogs to increase awareness

Ability to select route dependent on time, distance and cycling style

Weather alerts and outfit suggestions straight to your phone

Can be used for both recreational and training purposes

Bike-friendly routes, shops and cafĂŠs marked on map

Select role model to receive inspirational messages

Popular and recommended cycling routes dependent on previous activity

Seasonal offers near you on bike products related to your profile

[||conclusion||||||||||||||||||||||||||| “Cycling is becoming a key ingredient in the remaking of urban space towards improved qualityof-life and sustainability.” (Parkin 2012). There is a lot of evidence from world-wide research that supports the benefits of cycling, including health, social, economic and environmental, all of which contribute to improving community life. We can learn from cities with a strong established cycling culture who have the necessary infrastructure in place, to progress the normalisation of cycling, where the bike becomes the first choice for shorter trips, above the car.

Fundamentally, an all-inclusive attitude will nurture a bi-gender cycling future, as seen for example in Paris where “it is not necessary to make a conscious decision to become part of a ‘group’ or ‘tribe’ or ‘club’. It doesn’t require anything other than a bicycle.” (Colville-Andersen 2009, online). And, perhaps we should all follow the attitude of one San Franciscan who says to “just keep rolling!”. (Lo, 2014).

By facilitating the development of personal cycling which is equally attainable to men and women, the uptake of cycling as a means of transport will increase. Combined with the environmental changes needed, there is a requirement for social change, to move people forward from what is unthinkable to a realistic option of going by bike. The proposal focuses on a range of initiatives which offer the element of sustainability to a nationwide social marketing campaign.

[||”just|keep|rolling”||]

|||||||||||||||||||||||||||||||||||||||||]

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|||||||||||||||||||||||||||||||||||||||||] Journals: Aldred, R. (2013). Journal of Transport Geography. Who are Londoners on Bikes and what do they want? Negotiating identity and issue definition in a â&#x20AC;&#x2DC;pop-upâ&#x20AC;&#x2122; cycle campaign. [online]. Available at: http://www. sciencedirect.com/science/article/pii/S0966692313000094. [Accessed 5th December 2014]. Colbi. (2012). European Bicycle Market. [online]. Available at: http://www.colibi.com/docs/issuu/ European%20Bicycle%20Market%20&%20Industry%20Profile%20-%20Edition%202012.pdf. [Accessed 22nd November 2014]. Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. [online]. Available at: http://www.academia.edu/839190/Balance_is_everything_bicycle_messengers_work_and_leisure. [Accessed September 21st 2014]. Journal of Transport and Health. Volume 1, issue 1, March (2014), pages 5-8. [Accessed 24th November 2014]. McKenzie-Mohr. (2000). Promoting Sustainable Behavior: An Introduction to Community-based Social Marketing. [online]. Available at: https://web.stanford.edu/~kcarmel/CC_BehavChange_Course/readings/ Mckenzie_socialmarket_2000.pdf. [Accessed 24th November 2014]. National Institute of Health. (2010). Do the Health Benefits of Cycling Outweigh the Risks? [online]. Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2920084/. [Accessed 22nd November 2014]. Nettleton, S. (2013). Thinking about changing mobility practices: how a social practice approach can help. Sociology of health and illness 2013. [online]. Available at: http://onlinelibrary.wiley.com/doi/10.1111/14679566.12101/abstract. [Accessed 5th December 2014]. Schall, et al. (2011) Psychological balance in high level athletes. [online]. Available at: http://www.plosone. org/article/authors/info%3Adoi%2F10.1371%2Fjournal.pone.0019007. [Accessed 10th July 2014].

[||bibliography|||||||||||||||||||||||| Reports: Grous, A. (2011). The British Cycling Economy. LSE. UK. Pureprint Group. Manchester City Council. (2010). Transport Strategy for Manchester. [online]. Available at: www.manchester. gov.uk. [Accessed 26th November 2014]. Manchester City Council et al. (2013). Interim Strategy for Cycling in Manchester 2012/2013. [online]. Available at: http://www.manchester.gov.uk/downloads/download/5165/interim_strategy_for_cycling_ in_manchester_2012-2013. [Accessed 22nd November 2014]. Murphy et al. (2010). Sustainable Development: From Brundtland to Rio 2012, International Institute for Sustainable Development 2010. [online]. Available at: http://www.un.org/wcm/webdav/site/ climatechange/shared/gsp/docs/GSP1-6_Background%20on%20Sustainable%20Devt.pdf. [Accessed 22nd November 2014]. Szczepanski, C. (2013). Women on a roll. USA. League of American Bicyclists. Available at: WWW. BikeLeague.org/WomenBike. [Accessed 17th August 2014]. TLF. (2012). Roads International Case Study. [online]. Available at: https://www.tfl.gov.uk/cdn/static/cms/ documents/roads-review-part-a.pdf. [Accessed 25th November 2014]. Surveys: Commuter survey. (2014). 26th November 2014. San Francisco. Hirst, Chris. (2014). Questionnaire for commuters. 26th November 2014. San Francisco. Lo, Christopher. (2014). Questionnaire for commuters. 26th November 2014. San Francisco. National Travel Survey: England 2013. (2013). [online]. Available at: https://www.gov.uk/government/ uploads/system/uploads/attachment_data/file/342160/nts2013-01.pdf. [Accessed October 19th 2014].

|||||||||||||||||||||||||||||||||||||||||] Websites: BOF, Business of Fashion. (2013). Wheels of Fortune: The Rise of Rapha. [online]. Available at: http://www. businessoffashion.com/2013/07/wheels-of-fortune.html. [Accessed 2nd June 20140. Bussey, C. (2013). Hurray Cycling is no longer a mans game. [online]. Available at: http://www.telegraph. co.uk/women/womens-life/10881679/Jupiter-London-Nocturne-2014-Hurray-Cycling-is-no-longer-amans-game.html. [Accessed 11th November 2014]. Castle, E. (2013). Cycling goes through a gear change [online]. Available at: http://www.theaustralian.com. au/executive-living/cycling-goes-through-a-gear-change/story-e6frg9zo-1226786844846. [Accessed June 22nd 2014]. CNN. (2014). World’s best cycling cities. [online]. Available at: http://www.cnn.com/2014/08/17/travel/ best-cycling-cities/. [Accessed 5th December 2014]. CNU (Congress for the New Urbanism). (2011). San Francisco’s Embarcadero. [online]. Available at: . http://www.cnu.org/highways/sfembarcadero. [Accessed 22nd November 2014]. Coleville-Anderson, M. (2009). Behavioural Challenges for Urban Cycling. [online]. Available at: http:// www.copenhagenize.com/search?q=cycling+doesn%27t+require+anything+but+a+bicycle [Accessed October 5th 2014]. Comscore. (2013). Major Mobile Milestones in May: Apps Now Drive Half of All Time Spent on Digital. [online]. Available at: http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-AppsNow-Drive-Half-of-All-Time-Spent-on-Digital. [Accessed 2nd December 2014]. Cycling Embassy of Great Britain. (2014). Manifesto & Mission Statement. [online]. Available at: http:// www.cycling-embassy.org.uk/mission. [Accessed 22nd November 2014]. Day, S. (2013). How the Tour de France can help put women’s cycling back on track. [online]. Available at: http://www.theguardian.com/commentisfree/2013/jul/29/tour-de-france-women-cycling. [Accessed 5th December 2014].

[||bibliography|||||||||||||||||||||||| Websites: Department for Transport. (2013). National Travel Survey England 2013. [online]. Available at: https:// www.gov.uk/government/uploads/system/uploads/attachment_data/file/337381/nts2013-infographic. pdf [Accessed 22nd November 2014]. eMarketer. (2013). ‘Generation Y’ Leads the Way on Smartphones. [online]. Available at: http://www. emarketer.com/Article/Generation-Y-Leads-Way-on-Smartphones/1009604. [Accessed 7th December 2014]. England Athletics. (2014). Road Running. [online]. Available at: http://www.englandathletics.org/page. aspx?sitesectionid=581&sectionTitle=Road+running. [Accessed 2nd December 2014]. Graham, W. (2014). Map my Ride review. [online]. Available at: Map my Ride reviews, App Store. [Accessed 26th November 2014]. Greenpeace. (2014). Success Stories. [online]. Available at: http://stopgreenwash.org/success. [Accessed 24th November 2014]. Horton, D. (2012). Cycling advocacy and the global future. [online]. Available at: http:// thinkingaboutcycling.com/2013/11/08/cycling-advocacy-and-the-global-future/. [Accessed 5th December 2014]. Lee, J. (2013). Vancouver, San Francisco: Bike Lanes Boost Revenue for Retailers. [online]. Available at: http://www.triplepundit.com/2013/09/bike-lanes-boosts-revenue-for-retailers/?doing_wp_cron=141789 1959.7485520839691162109375. [Accessed 6th December 2014]. Mental Health Foundation. (2014). Physical activity is good for your body but it’s great for your mind too. [online]. Available at: http://www.mentalhealth.org.uk/help-information/mental-health-a-z/E/exercisemental-health/. [Accessed 22nd November 2014]. Mottram, S. (2014). Rapha - building a brand through creativity. [online]. Available at: http://www. designweek.co.uk/analysis/rapha-building-a-brand-through-creativity/3038367.article. [Accessed 24th November 2014]. New Balance. (2014). Website. [online]. Available at: https://www.nbgirlsnightout.com. [Accessed 7th December 2014].

|||||||||||||||||||||||||||||||||||||||||] Websites: Olympic.org. (2013). Sport: a tool for promoting gender equality. [online]. Available at: http://www. olympic.org/news/celebrating-our-sporting-heroes-on-international-women-s-day/193451. [Accessed 4th December 2014]. rmsports. (2013). Gender War: Male vs. Female Competition in Sports. [online]. Available at: http:// rmsports.com/uncategorized/gender-war-male-vs-female-competition-in-sports/. [Accessed 5th December 2014]. Round, B. (2014). Map my Ride review. [online]. Available at: Map my Ride reviews, App Store. [Accessed 26th November 2014]. San Francisco Bicycle Coalition. (2014). Street Campaigns. The Embarcadero. [online]. Available at: http:// www.sfbike.org/our-work/street-campaigns/the-embarcadero/. [Accessed 22nd November 2014]. See, J. (2013). Women to Compete at Tour de France. [online]. http://www.bicycling.com/news/procycling/women-compete-tour-de-france. [Accessed 5th December 2014]. Smart Insights. (2014). Smart Insights: New Consumer Media Consumption Research. [online]. Available at: http://www.smartinsights.com/marketplace-analysis/customer-analysis/consumer-media-device-use/. [Accessed 2nd December 2014]. The National Cycling Charity. (2013). CTC Cycling Statistics. [online]. Available at: http://www.ctc.org.uk/ resources/ctc-cycling-statistics. [Accessed 22nd November 2014]. Kantar Media. (2014). Figuring out fitness fanatics. [online]. Available at: http://uk.kantar.com/consumer/ leisure/fitness-and-gym-statistics-uk-2014/. [Accessed 22nd November 2014]. Walters, J. (2014). Five retailers using technology to create remarkable shopping experiences. [online]. Available at: http://www.retailcustomerexperience.com/blogs/five-retailers-using-technology-to-createremarkable-shopping-experiences/. [Accessed 5th December 2014]. Wikipedia. (2014). Women’s sports. [online]. Available at: http://en.wikipedia.org/wiki/Women’s_sports. [Accessed 5th December 2014]. Willams, R. (2013). Nicole Cooke fights to close cycling’s divide as Tour of Britain starts. [online]. Available at: http://www.theguardian.com/sport/blog/2013/sep/13/nicole-cooke-cycling-tour-of-britain. [Accessed 20th October 2014].

[||References||||||||||||||||||||||||||| Books: Aitchison, C. (2007). Sport and Gender Identities: Masculinities, Femininities and Sexualities. Routledge, Oxon. BikeSnobNYC. (2010). Bike Snob: Systematically & Mercilessly Realigning the World of Cycling. SanFrancisco. Chronicle Books LLC. McClintock, H. (2002). Planning for Cycling: Principles, Practice and Solutions for Urban Planners. Cambridge: London. Woodhead Publishing Limited. Parkin, J. 2012. Cycling and Sustainability. Bingley, United Kingdom. Emerald Group Publishing Limited. Walvin, J. (1978): Leisure and Society. 1830-1950, London: Longman. Weaving, C. Davis, P. (2010). Philosophical Perspectives on Gender in Sport and Physical Activity. Routledge, Oxon. Interviews: Glowinski, A. (anna.glowinski@ananichoola.com). 2013. Interview questions. 12th November. Email to: Stock, N. (natashakate21@hotmail.co.uk). Martin, A. (ankamartin@me.com). 2013. Interview questions. 12th November. Email to: Stock, N. (natashakate21@hotmail.co.uk). Moseley, T. (tracyuk09@hotmail.co.uk). 2013. Interview questions. 16th November. Email to: Stock, N. (natashakate21@hotmail.co.uk).

[||References||||||||||||||||||||||||||| Reports: Grous, A. (2011). The British Cycling Economy. LSE. UK. Pureprint Group. Manchester City Council. (2010). Transport Strategy for Manchester. [online]. Available at: www.manchester. gov.uk. [Accessed 26th November 2014]. Manchester City Council et al. (2013). Interim Strategy for Cycling in Manchester 2012/2013. [online]. Available at: http://www.manchester.gov.uk/downloads/download/5165/interim_strategy_for_cycling_ in_manchester_2012-2013. [Accessed 22nd November 2014]. Murphy et al. (2010). Sustainable Development: From Brundtland to Rio 2012, International Institute for Sustainable Development 2010. [online]. Available at: http://www.un.org/wcm/webdav/site/ climatechange/shared/gsp/docs/GSP1-6_Background%20on%20Sustainable%20Devt.pdf. [Accessed 22nd November 2014]. Szczepanski, C. (2013). Women on a roll. USA. League of American Bicyclists. Available at: WWW. BikeLeague.org/WomenBike. [Accessed 17th August 2014]. Surveys: Commuter survey. (2014). 26th November 2014. San Francisco. Hirst, Chris. (2014). Questionnaire for commuters. 26th November 2014. San Francisco. Lo, Christopher. (2014). Questionnaire for commuters. 26th November 2014. San Francisco. National Travel Survey: England 2013. (2013). [online]. Available at: https://www.gov.uk/government/ uploads/system/uploads/attachment_data/file/342160/nts2013-01.pdf. [Accessed October 19th 2014].

[||References||||||||||||||||||||||||||| Websites: Department for Transport. (2013). National Travel Survey England 2013. [online]. Available at: https:// www.gov.uk/government/uploads/system/uploads/attachment_data/file/337381/nts2013-infographic. pdf [Accessed 22nd November 2014]. eMarketer. (2013). ‘Generation Y’ Leads the Way on Smartphones. [online]. Available at: http://www. emarketer.com/Article/Generation-Y-Leads-Way-on-Smartphones/1009604. [Accessed 7th December 2014]. England Athletics. (2014). Road Running. [online]. Available at: http://www.englandathletics.org/page. aspx?sitesectionid=581&sectionTitle=Road+running. [Accessed 2nd December 2014]. Greenpeace. (2014). Success Stories. [online]. Available at: http://stopgreenwash.org/success. [Accessed 24th November 2014]. Graham, W. (2014). Map my Ride review. [online]. Available at: Map my Ride reviews, App Store.[Accessed 26th November 2014]. Horton, D. (2012). Cycling advocacy and the global future. [online]. Available at: http:// thinkingaboutcycling.com/2013/11/08/cycling-advocacy-and-the-global-future/. [Accessed 5th December 2014]. Lee, J. (2013). Vancouver, San Francisco: Bike Lanes Boost Revenue for Retailers. [online]. Available at: http://www.triplepundit.com/2013/09/bike-lanes-boosts-revenue-for-retailers/?doing_wp_cron=141789 1959.7485520839691162109375. [Accessed 6th December 2014]. Mental Health Foundation. (2014). Physical activity is good for your body but it’s great for your mind too. [online]. Available at: http://www.mentalhealth.org.uk/help-information/mental-health-a-z/E/exercisemental-health/. [Accessed 22nd November 2014]. Mottram, S. (2014). Rapha - building a brand through creativity. [online]. Available at: http://www. designweek.co.uk/analysis/rapha-building-a-brand-through-creativity/3038367.article. [Accessed 24th November 2014]. New Balance. (2014). Website. [online]. Available at: https://www.nbgirlsnightout.com. [Accessed 7th December 2014].

[||list|of|illustrations|||||||||||||| Figure 1: ‘Britain cool London city wallpaper’ (2014). At: http://logoandphotocookies.com/britain-cool-london-city-wallpaper. [Accessed 3rd December 2014]. Figure 2: ‘Rapha Cycle Club’ (2014). At: http://cdn4.coresites.mpora.com/rcuk/wp-content/uploads/old_ images/uploads/images/Huge/9357.jpg. [Accessed 4th December 2014]. Figure 3: ‘Rapha Bomber Jacket’ (2014). At: http://totalwomenscycling.com/lifestyle/cycle-style/reviewrapha-bomber-jacket-21532/. [Accessed 4th December 2014]. Figure 4: ‘Rapha Coffee Shop’ (2014). At: https://c1.staticflickr.com/5/4076/4796877015_39f13022f3_z. jpg. [Accessed 4th December 2014]. Figure 5: ‘Rapha Coffee’. (2014). At: http://media.timeout.com/images/133655/660/370/image.jpg. [Accessed 4th December 2014]. Figure 6: ‘1969 Velocipede’. At: http://www.oldbike.eu/museum/bikes-1800s/1869-1885/1869-henningsvelocipede/. [Accessed 4th December 2014]. Figure 7: ‘Velocipede Race in Paris - Sunday Afternoon’. At: http://www.oldbike.eu/museum/bikes1800s/1869-1885/1869-hennings-velocipede/. [Accessed 4th December 2014]. Figure 8: ‘Copenhagen ‘13’. (2013). At: http://www.theguardian.com/artanddesign/gallery/2013/nov/13/ guardian-camera-club-ron-kellys-portfolio. [Accessed 4th December 2014]. Figure 9: ‘The Essential Cyclist’. At: http://theessentialcyclist.com/359/five-gadgets-for-21st-centurycycling. [Accessed 4th December 2014]. Figure 10: ‘Bicycle City’. At: http://yoursourceisopen.com/51060-hand-drawn-bicycle-free-vector. [Accessed 4th December 2014]. Figure 11: ‘Battle of the Sexes’. At: http://i.telegraph.co.uk/multimedia/archive/02654/Billie-JeanKing_2654321b.jpg. [Accessed 5th December 2014].

|||||||||||||||||||||||||||||||||||||||||] Figure 12: ‘Women’s Tour De Britain’. At: http://inspire-ipcmedia-com.s3-eu-west-1.amazonaws.com/ inspirewp/live/wp-content/uploads/sites/2/2013/10/circuit_champs_13_Womens_Start_3.jpg. [Accessed 5th December 2014]. Figure 13: ‘SKINS supports women’s cycling with Wiggle Honda’. At: http://wigglehonda.com/skinssupports-womens-cycling-with-wiggle-honda/. [Accessed 6th December 2014]. Figure 14: ‘SKY RIDE BACK FOR 2011’. At: http://www.skysports.com/trackcycling/ article/0,29329,20339_6940115,00.html. [Accessed 6th December 2014]. Figure 15: ‘Urban Legend’. At: http://cdn3.coresites.mpora.com/twc/wp-content/uploads/2014/05/ Urban_legend_2012_ph_MARCELL-REV_4.jpg. [Accessed 6th December 2014]. Figure 16: ‘Map of Britain’. At: http://msmlondon.files.wordpress.com/2008/02/uk-map-big.jpg. [Accessed 6th December 2014]. Figure 17: ‘The British Cycling Economy’. At: http://croydoncyclist.files.wordpress.com/2011/08/screenshot-2011-08-22-at-20-36-30.png/ [Accessed 6th December 2014]. Figure 18: ‘Male and female shaking hands’. At: http://cache3.asset-cache.net/gc/200331428-002-maleand-female-cyclists-shaking-hands-gettyimages. [Accessed 6th December 2014]. Figure 19: ‘Breeze Network’. At: http://www.sunderlandclarion.org.uk/uploads/images/ i2zpbf71f1ezjwbvdnwy.jpeg. [Accessed 6th December 2014]. Figure 20: ‘Sky ride Manchester’. At: http://www4.pictures.zimbio.com/gi/ Gemma+Atkinson+SkyRide+Manchester+ivNf7P2qbcfl.jpg. [Accessed 6th December 2014]. Figure 21: ‘Laura Trott’. At: http://i.dailymail.co.uk/i/pix/2012/08/10/article-2186600146DD5FC000005DC-47_306x550.jpg. [Accessed 6th December 2014]. Figure 22: ‘Manchester Velodrome’. At: http://www.bbc.co.uk/staticarchive/ c1da1169776dcb8ab4c1c2937fd8894cb4f2a1d2.jpg. [Accessed 6th December 2014].

[||list|of|illustrations|||||||||||||| Figure 23: ‘Great Manchester cycle’. At: http://www.greatcycle.org/App_Files/Gr_Files/great-manchestercycle-2014-course-map-lg-v2.jpg. [Accessed 6th December 2014]. Figure 24: ‘Job figures’. At: http://www.thaistudyfocus.com/wp-content/uploads/2014/09/free-vector-thejob-figures-vector_005472_People_icons1.jpg. [Accessed 6th December 2014]. Figure 25: ‘Map of San Francisco’. At: http://www.sanfrancisco.net/images/san-francisco-transit-map.gif. [Accessed 6th December 2014]. Figure 26: ‘Male and female riding in San Francisco illustration’. At: http://gdj.gdj.netdna-cdn.com/wpcontent/uploads/2013/04/vector+illustration+5.jpg. [Accessed 6th December 2014]. Figure 27: ‘Chris Hirst’. At: own image. Figure 28: ‘The Embarcadero, San Francisco’. At: http://farm4.static.flickr. com/3149/2821539239_1d8f235409_b.jpg. [Accessed 6th December 2014]. Figure 29: ‘Map of the World’. At: http://upload.wikimedia.org/wikipedia/commons/c/c8/Mercator_ Blank_Map_World.png. [Accessed 7th December 2014]. Figure 30: ‘Copenhagen cyclists’. At: http://beyonddc.com/log/wp-content/uploads/2009/03/ copenhagenbikes.jpg. [Accessed 7th December 2014]. Figure 31: ‘Utrecht cyclists’. At: http://www.havefunbiking.com/hfbnews/_files/Image/Nov_13/bicycling_ snow_1.jpg. [Accessed 7th December 2014]. Figure 32: ‘Portland cyclists’. At: http://www.streetfilms.org/wp-content/uploads/2009/04/portlandhawthorne-poster.jpg. [Accessed 7th December 2014]. Figure 33: ‘Tokyo cyclists’. At: http://media.treehugger.com/assets/images/2011/10/cyclists-shibuyatokyo-japan.jpg. [Accessed 7th December 2014]. Figure 34: ‘Anka Martin’. At: http://enduro-mtb.com/wp-content/uploads/2013/04/anka-martin-trikotews-trophy-2013-780x585.jpg. [Accessed 8th December 2014].

|||||||||||||||||||||||||||||||||||||||||] Figure 35: ‘Anna Glowinski’. At: https://c1.staticflickr.com/5/4034/4719825947_a3f0be59be_z.jpg. [Accessed 8th December 2014]. Figure 36: ‘BirchBox’. At: http://www.crainsnewyork.com/article/20130930/RETAIL_ APPAREL/130939987/birchbox-mints-jetblue-deal. [Accessed 8th December 2014]. Figure 37: ‘Blend-trending’. At: https://twitter.com/mfarbs. [Accessed 8th December 2014]. Figure 38: ‘Nike App’. At: http://news.nike.com/news/nike-running-app-update-introduces-photo-sharing. [Accessed 8th December 2014]. Figure 39: ‘New Balance campaign’. At: http://www.spaceforonemore.com/wp-content/uploads/2014/05/ GNO_PortPost__0000_CityPosters01-1920x1280.jpg. [Accessed 8th December 2014]. Figure 40: ‘Strava App’. At: http://1.bp.blogspot.com/-otnDpcIiiLk/UyS3BW6qNbI/AAAAAAAABXE/ venDJMfB7M0/s1600/Feed+Screen.png. [Accessed 8th December 2014]. Figure 41: ‘Bike Shop Girl blog’. At: http://bikeshopgirl.com/wp-content/uploads/2014/10/bikeshopgirl_ logo72.png. [Accessed 8th December 2014]. Figure 42: ‘Cycling in the rain’. At: http://inspire-ipcmedia-com.s3-eu-west-1.amazonaws.com/inspirewp/ live/wp-content/uploads/sites/2/2014/01/Cycling_in_the_rain.jpg. [Accessed 8th December 2014]. Figure 43: ‘Coffee bike’. At: http://www.cyclelicio.us/wp-content/uploads/2011/10/coffee-donuts-bike500x500.jpg. [Accessed 8th December 2014]. Figure 44: ‘Girls and bicycles’. At: http://blog.eleanorsnyc.com/wp-content/uploads/2014/01/ girlsandbicycles.jpg. [Accessed 8th December 2014]. Figure 45: ‘Bike routes’. At: http://4.bp.blogspot.com/-qxw8ZmJKsYg/UgPDnQjPORI/AAAAAAAALUI/ GWEX6cpIt6w/s1600/2013-06-14+19.03.30.png. [Accessed 8th December 2014]. Figure 46: ‘Girl on bike’. At: http://hereisfree.com//content1/go/20-13/riding-a-bicycle-239120.jpg. [Accessed 8th December 2014].

[||list|of|illustrations|||||||||||||| Figure 47: ‘Laura Trott’. At: http://img.thesun.co.uk/aidemitlum/archive/01568/SNN1807A-6205_1568352a.jpg. [Accessed 8th December 2014]. Figure 48: ‘Jerseys’. At: http://www.velogen.org/images/tshirts_jersey.gif. [Accessed 8th December 2014]. Background images in order of appearance: Chapter 6 ‘Cyclist riding in square’. At: http://static.squarespace.com/static/5065796ce4b0b0c3fa5b3595/t/531 ce244e4b025f658476813/1394401876680/city-cycling-hannah-warren-illustration-jelly-london_jellylondon_964_resize.jpg. [Accessed 8th December 2014]. ‘Illustration of London’. At: http://cityillustration.com/wp-content/uploads/2013/06/shard-panorama-3. jpg. [Accessed 8th December 2014]. Chapter 7 ‘Illustration of Manchester’. At: https://m1.behance.net/rendition/modules/33480813/ hd/1ed97d5a29bb64134e9e77cff24d0ea6.jpg. [Accessed 8th December 2014]. Chapter 8 ‘Map of San Francisco’. At: http://www.sanfrancisco.net/images/san-francisco-transit-map.gif. [Accessed 8th December 2014]. ‘Illustration of San Francisco’. At: http://imgs.abduzeedo.com/files/wallpapers/wpw308/wp_iPad.jpg. [Accessed 8th December 2014]. Chapter 9 ‘Cycling on wires’. At: http://1.bp.blogspot.com/_--BWal_WaX0/TOj6xB8691I/ AAAAAAAAFew/71ZjulwINhk/s1600/Poster-competition-at-Lon-006.jpg. [Accessed 8th December 2014].

|||||||||||||||||||||||||||||||||||||||||] Back cover â&#x20AC;&#x2DC;Mona Caron, Two Worldsâ&#x20AC;&#x2122;. At: http://thinkingaboutcycling. com/2014/01/07/different-worlds/ . [Accessed 8th December 2014].

[||interviews||||||||||||||||||||||||||| Interview 1: Gehrig, C. (carolingehrig@hotmail.com), 2013. Interview questions. 14th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Carolin Gehrig Age: 26 Hometown: Flims, Switzerland Sport you compete in: Enduro MTB Level you compete at: Elite/PRO, Enduro World Series How you got into the sport: Riding bikes was a bit of a family thing when I was a kid, we went on big day/week trips to explore our country, back then mostly gravel roads and pavement. My brother used to race XC when he was a teenager and qualified for the worldchamps in 2003, the whole family went there to watch it. Me and my sister saw there our first ever DH race and we’re totally stoked about it. That’s when we decided we wanted to start riding DH. After a couple of years we bought us some second hand Freeride Bikes and from there on we were hooked. Shortly after we began racing DH two years ago we changed to only Enduro and became Pro. Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). I think the girls who compete don’t really bother about the gender battle, we race against us girls and have our competition. Sure I sometimes compare what I would have placed in the mens ranking... The gender battle is more often, when you go out for a ride or in the bikepark with the guys, I want to be as fast as the guys and jump the same jumps as they do. For me this is a good thing, because it helps you to push your limits and to progress a lot. Some guys don’t really like girls who are faster then they are, some think it’s really cool if a girl is as quick of faster then they are.

|||||||||||||||||||||||||||||||||||||||||] Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? Some women might be afraid of trying out cycling by this fact, but I don’t think it’s a big problem, it’s the same in all male dominated sports. But it’s a good thing that there are more and more girls riding workshops so girls can try the sport out with girls, which gives them a lot of confidence and helps them to progress faster and enjoy themselves. (If she can do it, I can do it!) When beginner girls ride with their boyfriens or friends it’s not the same, sometimes they get scared of it and loose interest because of this. For some chicks it’s totally fine, fore some it’s better to ride with other girls in the beginning. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? Totally, but in general it’s the same in all sports. Mens get always more attention in sports, more prizemoney, better salary and so on. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? To train hard, focus on my goals and have fun in what I do. The right people around me to help me progress and support. Q5) What is your ultimate ambition in competitive cycling? To become the fittest I’ve ever been, and sometime be able to reach the podium at the Enduro World Series. Q6) What do you think the reasons are that more men than women adopt cycling? Maybe because they don’t want to do it with their partner because they think they’re not good/fit enough, lack of other girls to cycle with. It’s pretty expensive to buy all the required equippment in the beginning, thats probably a reason too. Q7) Can you offer any personal tips that you think will encourage women to take up cycling? Build a group of girls, get yourself a skilled instructor girl to show you the basics of cycling and go out and ride. It’s worth investinig in it, because you’ll be able to enjoy your ride more from the beginning. Once you’re sure it’s a good sport for you, go to a shop with excellent advice and get yourself good equippment.

[||interviews||||||||||||||||||||||||||| Q8) What are your thoughts on women-only cycling events? Might be a good thing, but I think the sport is not yet big enough. Right now there are not enough girls competing, as long as this doesn’t change, it doesn’t make any sense to make women only cycling events. But at the moment it’s pretty impressive to see how the girls in DH/Enduro progress, we don’t have special race tracks for girls, so we have to adapt to the given tracks and just become better riders if we wan’t to keep up and race the same tracks as the guys. For example in DH Worldcupracing the more and more girls are jumping the big lines, cause they became better in their sport and have the balls to give it a go. If there would be girls only cycling events, maybe this progression would stop. I think it would be a great thing for amateur riders but not for the pros. Q9) If you could change one thing about women’s cycling what would it be, and why? One thing that annoys me is that a lot of girls try to get attention with showing how sexy they are but not with their riding/racing accomplishments. And the industry is buying it, sex sells right..? ;-) If girls want to become fully respected as girlriders/racers the industrie needs to have a bit a better balance between having skilled girlriders/racers on their teams, then having good looking girls with no accurate skills for beeing a sponsored rider. This is often the case on my opinion...

|||||||||||||||||||||||||||||||||||||||||] Interview 2: Glowinski, A. (anna.glowinski@ananichoola.co.uk), 2013a. Interview questions. 12th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Q1) Why did you want to create a cycling brand just for women? I thought it was commercially viable. It seemed like there was a gap in the market. Having grown up racing bikes, and being friends with a loada girls who rode, and teaching cycling with a lot of middle aged cycling women, I kept on hearing that women were annoyed at the lack of choice. Q2) What do you want to achieve through your brand? Global domination and shit loads of money obvs! I’m serious, I want Ananichoola to break out of the niche bracket and to become a mainstream womens sports brand, like Lululemon or Roxy. If cycling can become mainstream then so will the businesses associated with it. Q3) What do you think it is that makes your brand successful with women? That I take the time to ask women what they want, it’s about offering choice. I have had a couple of unsuccessful products, but often things sell out before I have even blinked…normally the more unusual items, which I think backs up my belief that women want choice. I think the brand setting that I build around the clothing helps too, it’s about riding and having fun with your friends and pushing your body outdoors. Cycling women can be a strong-headed, independent bunch, so it’s a fine line to tread between being feminine and being patronising. I also think it helps that I ride, people buy in to the faith that it’s been designed by a female for starters and a rider for seconds. It’s justifiable. Q4) What do you personally want to achieve through your involvement in cycling? Personally, I wanna ride more! It’s ironic how little I ride since setting up my own business (once a fortnight or less).

[||interviews||||||||||||||||||||||||||| I’m getting slower and it upsets me a lot. By the end of this summer I think I hit a breaking point where something inside of me went “but you need to ride!” I was so fed-up with not riding, that riding took priority again, just for a few weeks, but enough to piss off my investors. I’m trying to find a balance, but unfortunately I know that there isn’t one. I never had an interest in becoming a pro rider, my creative streak was more powerful, but it bothers me that I can’t do everything. Selfish answer huh? But I love riding and I miss it. Q5) Do you think there is an element of empowerment in what women wear when they are cycling? Yeah, of course! Fashion is about telling others a story about yourself before you have even spoken. Get one person in a certain type of outfit, I dunno, say like, black jeans, studded DM’s and a leather jacket, it will tell you something different about that person over someone who is in a vintage dress with a flower print and brogues. Cycling has no identity at the moment (in my opinion). I mean everyone wants to be a blonde, long haired surf girl don’t they? Or a flat stomached, flexible yoga bunny? Cycling is really bloody cool, but no-one aspires to look like one. It’s sad, your visual identity should be one that you are proud of and that tells the world something about who your are, something that makes you feel like you look good. No-one is trying to do that in cycling for women. Q6) Do you think there is snobbery around cycling? Umm. Elaborate? Q7) What advice would you give to a women who wanted to get into cycling? I’d say to google a women’s group, or a on-road cycling lesson (often provided for free by local council). Not many women will respond to “just get a bike and get out there, you will love it!” It’s not fair to expect someone who is on the boarders of something, who is nervous about not being capable, not knowing what is out there and of looking stupid, to just go and do it. Imagine someone on the outside of a group looking in, you don’t just jump in. I’d say arm yourself with info and find some like minded people, a Breeze network if you are interested in road, or a local shop MTB womens ride if you are interested in MTB, ask questions and make your own choices. There’s lots of stuff out there, which is awesome, so women need to find out about what suits them. Q8) What is the best part about cycling for you? The adventures, the way it focuses my scatty mind onto the present moment, and the coolest of friends that I am proud to be associated with!

|||||||||||||||||||||||||||||||||||||||||] Q9) If you could change one thing about women’s cycling what would it be, and why? It needs to be more accessible. Like I said, there’s loads out there. But there should be more stuff (there should always be more of anything good!) and women without the info need to be given access to the info. If you don’t know the question, you will never find the answer, you won’t know where to start. So “getting it out there” whatever that project happens to be.

[||interviews||||||||||||||||||||||||||| Interview 3: Martin, A. (ankamartin@me.com). 2013. Interview questions. 20th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Anka Martin Age: 36 Hometown: Nelson, New Zealand Sport you compete in: Enduro Mountain Biking Level you compete at: Professional How you got into the sport: start off by riding on the boardwalk, then checking out some little trails, that went to downhill & xc racing and now enduro adventuring. Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). There is always some sort of battle going on between the men & the women. I think the women always feel the need to prove themselves, to show the guys what we can do, and obviously we will never be as strong or as ballsy as the guys and why should we. We do what we do to the best of our abilities and that should be good enough. If guys don’t find girls riding bikes interesting or exciting, that’s fine with me, I don’t do it for them or anyone else anyways, it should be personal. I say fuck em, and carry on doing what you love to do. It is pretty satisfying to get close to or even beat a few guys every now and then, but we don’t have to battle. What we do need, is respect from the men, just acknowledge us and the fact that we also want to and can take this seriously and make a career out of it. Some women get really upset about the whole being equal thing, but I don’t care. There are so few girls in comparison to the guys, so the prize money cannot be equal. We’ve come a long damn way and doing pretty amazing in this male dominated sport, and I just love to be able to participate in it. I don’t think girls should get affected or put off by the few guys who are assholes about it. They really are the minority group, as most of the guys we race and ride with are super supportive guys and they are always keen to help us learn from them.

|||||||||||||||||||||||||||||||||||||||||] Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? I’m sure certain women are, but those kinds of women probably aren’t very strong in most ways anyway, because if you’re not going to do something or participate in something because you’re put off by the guys, then you’re going to miss out on life and they probably won’t participate in anything that has male competitors. There are so many women’s riding groups and races, if they are so put off by it, they can just do those races and events. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? I don’t think there is a huge lack of coverage, to some extent there isn’t that much, but they always mention the top 3 girls at least and have a picture or two, nothing amazing, but like I said before, if stuff like this, lack of coverage is going to turn you off a sport, then that is strange to me, because this isn’t what it is about. You do this for yourself, for personal reasons, you don’t not do something because you’re scared you won’t get coverage or you don’t see enough girls in the mags, so no, you’re not going to pursue this sport. Male domination in sports will always be there, you just have to accept it and find your place in the industry and the sport. If it is your passion, then you just get on with it no mater what and embrace it. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? What has allowed me to be good enough is hard work & a passion for the sport. Training, riding, getting strong, scaring myself on rides, trying to go faster, jumping, improving, learning and crashing. This is how you become good enough, that and mental strength. If you’re not mentally tough enough, all of the above is pointless. You have to be able to push yourself mentally and physically and tough it out when things are not always going your way e.g. crashing, bad weather, feeling flat, or whatever it may be. Building up solid relationships with companies, people & sponsors over the years and not burning bridges. Also, as a women I’ve never tried to sell myself using sex appeal not in this industry, you earn it here. Plenty of girls do this and of course the guys and the industry love it, but when it comes down to it, that is not how you earn respect and role model status in the long run. Q5) What is your ultimate ambition in competitive cycling? To have fun doing what I do. To keep traveling, seeing new places, experiencing new cultures, riding new tracks and having adventures with my friends. Q6) What do you think the reasons are that more men than women adopt cycling? I think they grow up with it more so than girls. Girls do ride bikes when they’re little, but then when the whole cool factor thing kicks in, it’s not cool for the guys to see me on a bicycle - o my god! So, you get out of it and start drinking and smoking and then when you’ve got past that whole cool factor, and you start figuring yourself out and who you are, and discover that you need to do things for yourself and not what others (boys) think, then the girls will pick up that bike again and start riding. I find that most girls start again in their 20’s when they’ve sorted themselves out a bit. Men are also usually more keen to work out and get fit than women, or they just want to get out of the house away from the wife & kids, so they go riding bikes.

[||interviews||||||||||||||||||||||||||| Q7) Can you offer any personal tips that you think will encourage women to take up cycling? It has to come naturally, you have to want to ride a bike, no one can force you. I’ve seen this happen so often where the boyfriend takes the girl out, they hate it and that is the end of that. You have to figure out if it is for you. You have to have a sense of adventure, of exploring and discovering. If you have this, then give it a go, take some risks, figure it out and have fun with it. It’s not going to be easy, it is going to be hard and suck and you’ll feel unfit, but you have to persevere and it will become fun, and easy, just give it some time and play around with it and you will love it. It gives you strength & freedom and will help you with so many other aspects in life. Q8) What are your thoughts on women-only cycling events? They are brilliant for the women who need this or like this sort of environment. For women who feel insecure and shy around guys, these are amazing. The fact that other women are there will encourage others and help them overcome obstacles and fears, so I think it is great that these exist. Personally I am not a huge fan of them though. I actually do like riding with guys, I learnt everything I know by always riding in the back and trying to mimic the guy in front of me, I guess I was thrown in the deep end and I had to learn and figure it out, but then again, I am more of a “just get on with it” kind of person than an “analyzing everything” person. Like I said before, it’s great that these are around, but why not make use of being able to learn from the guys. Q9) If you could change one thing about women’s cycling what would it be, and why? I can’t think of anything major that I would like to change. I think the girls that are killing it, are getting the respect, they are earning a decent living, I mean you always want more money, but mountain biking in general isn’t something you get into to become a millionaire - it is because you’re passionate. I guess the one thing would be to take our feedback/input more seriously - we do know what we’re talking about and have been around a while whether it is about a track a bike set up or whatever. Take the time to listen and most people will be surprised at how clued up we are about the things we’re passionate about.

|||||||||||||||||||||||||||||||||||||||||] Interview 4: Moseley, T. (tracyuk09@hotmail.co.uk), 2013. Interview questions. 16th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Tracy Moseley Age: 34 Hometown: Worcester Sport you compete in: Mountain Biking Level you compete at: International How you got into the sport: following my younger brother Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). I don’t think there is a battle, women’s sport is still sadly not as well profiled as the mens across nearly every sport. there are fewer women, in general women’s sport does not attract as many spectators or followers so its always going to be hard to compete. Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? I think for some women that can be daunting, but that’s no the reason there are fewer women. I think that alot of women do not want to get cold, wet and muddy and have to maintain a bicycle and these things put more women off, which is sad as they never get to expereince what the sport can bring them. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? Yes I do think that the lack of womens coverage does not help the sport as women are not able to watch as much womens sport and have something to aspire to. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? Not getting wrapped up in the politics of equal opportunities and just getting stuck in and trying to be the best I can be. Q5) What is your ultimate ambition in competitive cycling? To encourage more women to take up the sport and love the world of cycling.

[||interviews||||||||||||||||||||||||||| Q6) What do you think the reasons are that more men than women adopt cycling? Its more natural for lads to go out on their bikes as kids and mess around on bikes and then it just sticks into adulthood. Getting more young girls into cycling will only help I think. Q7) Can you offer any personal tips that you think will encourage women to take up cycling? Find a cycling group of club and just get out there and join in. Be prepared to find it hard to begin with but stick at it. Q8) What are your thoughts on women-only cycling events? I think they are a good idea, as its a great place to women to start out and they can be a lot of fun. Q9) If you could change one thing about womenâ&#x20AC;&#x2122;s cycling what would it be, and why? I would love to see as many women as men out there riding bikes then our races would be give as much credibility as the guys I think.

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[||survey|results|||||||||||||||||||||| Below are questions created for a research report titled: ‘Pedalling to our future: a cyclist’s world’. As part of this research I am interested in your experience with cycling. Your answers help to offer valuable insight needed for the report. The report is created for Nottingham Trent University, on completion it will be shared with tutors, students and the general public. Your participation is entirely voluntary. You have the right to withdraw the information you provide at any point, for any reason. Questionnaire for commuters: Gender: Age: Years of cycling: As a cyclist do you feel; (please circle) a) part of an elite group b) part of a cycling community What motivates you to choose cycling over other modes of transport? (choose 3) a) it saves money b) it saves time c) it keeps me fit d) it allows me to be independent e) it is easily accessible f) other (please state) ______________________________________________________________________ In terms of cycling, what do you believe is the most beneficial thing that has been provided for you in your community, and why? (e.g bike lanes, bike hire schemes) _____________________________________________________________________________________________ _____________________________________________________________________________________________

|||||||||||||||||||||||||||||||||||||||||] Results: Gender: Male = 20, Female =14 Age: Range 24-36 (Generation Y) As a cyclist do you feel; (please circle) a) part of an elite group = 15% b) part of a cycling community = 85% What motivates you to choose cycling over other modes of transport? (choose 3) a) it saves money = 43% b) it saves time = 43% c) it keeps me fit = 87% d) it allows me to be independent = 14%Â e) it is easily accessibleÂ = 29% f)Â other (please state) = 43% fun, less stress In terms of cycling, what do you believe is the most beneficial thing that has been provided for you in your community, and why? (e.g bike lanes, bike hire schemes) 29 people = bike lanes Overall comments highlighted that the provision of bike lanes resulting in increased safetey was most beneficial.

[|Pedalling|to|our|future:|A|cyclistâ&#x20AC;&#x2122;s|world|] [|by|natasha|kate|stock|]