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We get more people riding bikes using our online encouragement platform and app, local promotion and good ol’ human interaction.
Our approach achieves sustained behavior change. On average:
40%
of non-cyclists start cycling weekly
31%
of non-cyclists now cycle to work once a week
43%
of occasional cyclists now cycle 2+ days/week
32%
of non-commuting cyclists now cycle to work each week
Who takes part in our program?
30% Non-cyclists
19% Occasional Cyclists
51% Regular Cyclists
557,210 participants
129,236 non-cyclists
29,050,121 trips logged
387,417,272 miles logged
We’ve worked with 29,503 companies
In 12 countries
How we change behavior
Behavior Change Theory
Love to Ride has been designed with behavior change principles, techniques and tools at its core. This is to ensure that our approaches are as effective as possible at encouraging cycling.
Understanding your audience
We use quick surveys to discover key information about each person, how often they ride, what barriers they face.
Targeted Information
We are then able to provide people with information that is relevant to them.
Overcoming Barriers
Because we find out the specific barriers each person faces, we can effectively support people in overcoming them so they can start cycling, cycle more often or to work.
Reinforcing Behavior
People can record their rides, see their stats stack up, receive positive reinforcing messages (with a mild dose of humor), set goals and earn incentives and rewards.
Way More Than Just a Website
Website + App + Real People + Local Promotion = Love to Ride
Website
Designed to engage and encourage people – with behavior change principles at the core. People can log their rides, set goals, encourage others, and keep up to date with how Joe from IT is going.
App
Our smartphone app allows people to record their rides easily with GPS while they’re on-the-go. People can get at-a-glance updates on how they’re tracking towards their goals. It’s quick and easy, and makes riding more fun!
Real People
As well as our local and central staff, we also engage your local existing riders, businesses and other stakeholders. Together, using good ol’ human interaction, we encourage others to give cycling a go.
Local Promotion
Including Workplace Cycle Challenges and community wide Cycle Challenges. We promote your local cycling initiatives and provide marketing materials to help spread the word around town.
Want Love to Ride in your area?
We can set you up a local Love to Ride website.
You can then promote your local cycling activities, routes, news and messages to your local Love to Ride online community.
Get in touch to set up and grow your community.
What our funding partners say
“Changing habits and behavior is a notoriously difficult nut to crack. The workplace cycle challenge targets the right people and genuinely encourages behavioral change in a fun and accessible way.”
– John Nicklin, Senior Pollution Officer, Lewes District Council
“The Workplace Challenge exceeded all of our targets and expectations from a point of view of participant numbers and companies involved. It worked so well that we are in the process of organising another one!”
– Mike Davies, Programme Manager, Cycle Cambridge
“The Cycle Challenge provided us with an easy access, popular and hugely effective tool that has been taken up with massive enthusiasm by Leicester businesses.”
– Andy Salkeld, Cycling Co-ordinator, Leicester City Council
“The Workplace Challenge has been a fantastic benefit for Milton Keynes – it gave us the opportunity to build stronger partnerships with our business community.”
– Ceri Griffin, Cycling & Walking Officer, Milton Keynes Council
What participants say
“I hadn’t ridden a bike for over twenty years before the Challenge and so it was quite daunting to start with but I soon built up my confidence. I find it such fun now and an easy way to keep fit.”
“I had forgotten how much I enjoyed cycling. Although the weather hasn’t been brilliant I have managed to cycle at least once each week since the challenge.”
“I’ve been meaning to buy a bike for years and this was a good ‘bump’ to make me buy a bike and cycle to work.”
“The challenge was the kick I needed to get on the bike… now I have I’m loving it and cycle to work whenever I can. I even miss it when I don’t cycle!”
Meet The Team
Thomas Stokell
CEO
Thomas Stokell is the CEO of Love to Ride. He’s been working in TDM and bicycle encouragement for more than 20 years. He has a background in behavior change program design and marketing. Thomas enjoys the outdoors, giving his kids shoulder rides around the living room between meetings, and he loves getting around town quickly (and enjoyably) by bike.
Sam Robinson
Director
Joining the team shortly after its inception in 2014, Sam has since helped to shape and develop Love to Ride’s unique offer in the UK and more recently globally, helping to guide them through a rebrand and into a niche area of product and project design and delivery. His professional background spans public, private and voluntary sectors – where he has useful experience in CSR, employee engagement and wellbeing interventions. Out of work Sam loves bikepacking with family and friends and just about still kicks a ball around for the world-famous Easton Cowboys!
Tim Norton
Director
Tim is a passionate web and social entrepreneur who builds global communities of action. Tim saw the potential that Challenge for Change had to get millions more people cycling on our beautiful planet. He is a founding Director and angel investor of Love to Ride. Tim is at home in nature, loves being physical and traveling the world learning and living.
Laura Cisneros
Sales & Partnerships, North America
Laura is life-long athlete and accomplished fitness industry executive.
Former owner and CEO of Dynamax, Inc. Cisneros is a market builder with over 20 years experience in health promotion and with her 2008 trademarked “Play dirty. Train Green.” slogan, she has long been an advocate for sustainability. With a keen sense of the zeitgeist, and eight years of marketing strategy, she helps communities, organizations, and business to develop the best solutions and strategies to launch successful biking encouragement programs to help create a healthier, bike-friendly world. When not cycling Walnut Creek, you’ll find her paddleboarding on the Blanco River in Central Texas.
Kevin Simmons
CTO
Kevin has more than 20 years experience in tech and web development. He has been leading teams and the architecture of a number of web apps for the last 14 years. We love the way Kevin approaches and solves problems. The depth of his knowledge and his technical capability mean that we can all rest very well at night knowing that Kevin is on the job. While Kevin started programming professionally in 1997, he started coding for fun when he was 8 years old on a TRS-80 (which had a 5mb hard drive!)
James Cowlishaw
Web App Developer
James has spent his career developing software; including network security, enterprise software, games development, disk encryption and web applications. He’s not afraid to tackle the three biggest problems in computer science: caching, time zones and writing short biographies in the third person. James is interested in personal sustainability and races sailing dinghies at weekends.
Christian Lampe
Product Owner
Having grown up in Denmark Christian nearly learned to ride a bike before he could walk. He studied Media & Communications at Goldsmiths and Visual Culture at Copenhagen University where he specialised in sustainability and inclusive representation. With a background in environmental organisations and charities, Christian is keen to promote the humble bike as a way to live more sustainably and make riding accessible to all. At Love to Ride he works closely with the developers to help them deliver a strong product. Free time is spent swimming outside or getting muddy on his self-made gravel bike.
Robbie Cottle
Business Systems Analyst
Robbie is an Economics and Philosophy graduate and a lover of the cycling industry. Having worked in a bike shop for a number of years, he is keenly aware of the barriers people face to cycling. Robbie gets a lot of satisfaction from analyzing large quantities of data in an efficient way. He has spent the last two years slowly turning an off-the-shelf singlespeed into his perfect around-town ride.
Chelsea Alventosa
Senior Projects Manager
Originally from Buffalo, NY with a background in Psychology and Spanish, Chelsea taught English in Spain for five years before realizing her interests lay in helping people live healthier lives and create a healthier planet. After completing an MSc in Nutrition, Physical Activity and Public Health at the University of Bristol in 2017, Chelsea worked as a Research Associate conducting evaluations of public health interventions before coming to work as a Project Coordinator at Love to Ride. In her free time, she enjoys singing in Bristol A Cappella chorus, being a plant mom, and listening to too many podcasts.
Christina Sorbello
Regional Manager, Asia Pacific
Christina has over 18 years experience as strategic and social marketer delivering successful campaigns across a diverse range of industries. With a natural-born creative flair, she has lead teams in agencies, developed campaigns for large MNC’s and consulted to both the public and private sectors. As a graduate of the School of Social Entrepreneurs, she is passionate about social impact and how effecting change in local communities can mean transformative shifts for our cities. Christina wholly believes in the power of behaviour change marketing and the power of a good martini.
Laurence Boon
Product Manager
Laurence is our Product Manager. He cut his teeth with the FastTrack100 winning Cyclescheme where he held various management roles; firstly looking after their 2,000 strong retail network, then their marketing activity and lastly their product management and technology effort. Laurence launched #CycleToWorkDay with Dame Sarah Storey in 2012 and supported its implementation until 2021. He is a keen utilitarian cyclist, loves bike-packing when he gets the chance and runs his own club night. Laurence’s favourite quote is ‘The bicycle is a simple solution to the world’s most complicated problems’.
Katie Brown
Project Assistant
Katie is passionate about sustainability and contributing to creating greener communities. She has developed projects tackling plastic waste across the UK and Nepal after studying Architecture in London. Katie loves anything good for the planet and in her spare time enjoys upcycling clothes, listening to 70s music and making her own skin care products.
Angus Rodney
Partnerships Manager – Scotland & N England
Angus graduated with a Geography Degree in 2016. He has a background in energy efficiency, renewables, and active travel. A ‘people person’, passionate about getting more people on bikes, and working with partners across Scotland to achieve this. Outside of work he likes running around the Scottish hills, chasing that elusive ball of yellow in the sky, and drinking good coffee and beer!
Will Caiger
Head of Projects in Product Services
Will’s background is in tech startups, developing their operations and growth. His passion for health and fitness is his driving factor in getting more people on bikes! Having always commuted by bike in cities across the world, he knows a thing or two about cycling safety and barriers people can face. Outside of work Will loves anything sport related, both watching and playing.
Sarah Wills
Marketing Officer
Since graduating from Goldsmiths University with a degree in Media and Communications, Sarah has worked as a writer and content creator for various brands around the world. A passion for engaging with audiences saw her writing for CBeebies and Disney magazines, presenting a pre-teen YouTube channel and writing for marketing teams in Melbourne, Australia. In her free time, Sarah’s an award-winning (ok, village fair-winning) sourdough baker, a ballet lover, wannabe windsurfer and the proud owner of a folding bike called Trixie!
Livy Wallis
Project Administrator
Livy has experience working within conservation, marketing and environmental behaviour change campaigns. She recently graduated with an Msc in Sustainability and Behaviour Change, where she gained unique insight into the societal changes needed to address climate change. After studying cycling as a case study in Amsterdam and Copenhagen, she became excited by the endless benefits it offers. Outside of work, Livy loves to dance salsa, run and go wildlife spotting around the city.
Dan Paine
Project Manager
Dan has a diverse range of experience in project delivery, account management and consultancy across sustainable transport, behaviour change, energy, and carbon accounting, working in local government and the private and charity sectors along the way. A cycling evangelist, he has long held the belief that riding a bike for both transport and pleasure can help solve many of the big environmental, health and transport issues facing society today. Dan holds a master’s degree in Sustainability and Adaptation Planning and a bachelor’s degree in Economics. Outside of work he volunteers at a community bike donation and repair project and enjoys long walks, practising street photography, supporting Coventry City FC, and of course cycling!
Bruna Ma
Marketing Assistant
Bruna has always been an avid bike rider and advocate for sustainability. She graduated in 2022 with a Master’s degree in PR and Communications. Before joining Love To Ride, Bruna spent most of her time working as a PR and Marketing specialist for various NGOs. Outside of work, she likes to read, work out, and play instruments including piano and guitar.
Andrew Gillman
Community Engagement Manager – Scotland
Andrew graduated with a degree in International Sports Management in 2021 and has been working in the Active Travel industry ever since, working with employers to enable their staff to commute by bike. His background is in competitive sport, specifically rugby which he recently retired from playing and now coaches a leading men’s team in Glasgow, as well has working in the health & fitness industry. Having taken up road cycling in summer 2020, Andrew is now a very keen cyclist and likes nothing more than seeing where the country roads take him at the weekends!
Dan Coast
Community Engagement Manager
Cycling has been part of my life for as long as I can remember, my initial introduction to cycling was through Sport and I raced over a number of years as a Youth and Junior. I’ve previously worked in many different aspects of cycling within local governing bodies in both England and Wales working with business cycling groups and local governments more recently on behavioural change. When not at work I can often be found exploring South Wales by bike or in the cinema watching the latest blockbuster.
Shona Park
Community Engagement Lead
Shona has over 15 years experience in sports development and active schools, motivating and encouraging children to take part in a variety of sports. She started mountain biking in Canada as a ski coach and has continued that passion in the mountains of Scotland since then. Her interests in health and sustainable travel are underpinned through voluntary work with The Adventure Syndicate. This has also introduced her to the world of bikepacking which is amazing! In her spare time you can find her on the local mountain bike trails in Deeside trying to keep up with her two boys, swimming in the river or hiking up a hill.
Farnoosh Heidarivincheh
Machine Learning Engineer
Farnoosh holds a PhD degree in Computer Science from the University of Bristol and has experience in applying Machine Learning in research and engineering settings. At Love To Ride, she uses her experience to bring in the latest advances in the field and improve the performance of our platform in analysing the transportation information from our users. She is very passionate about contributing to a project which encourages people to use more environmentally friendly modes of transportation.
Alex Dean
Data Analyst
Alex joined us full time in September 2023 as our Data Analyst (and merch model) after completing a Business Analytics MSc. His background includes another MSc in Psychological Research Methods and experience working in supply chain analytics. He uses his SQL and Excel expertise at Love to Ride to improve and streamline our reporting processes and dashboarding. Outside work, Alex is a keen fitness enthusiast focusing on powerlifting and climbing, an experienced guitarist, and a dedicated father to his two cats Nala and Luna.
Lucia Santana
Community Engagement Manager – Edinburgh and Lothians
Lucia is an Argentinean lawyer with experience in the public, private and third sectors. She’s constantly creating strategic partnerships and building community, as she believes these are key to any great achievement. She has led different projects in the Ministry of Social Development and the Secretariat of Social Integration (Argentina) focussing on social justice. She came to Scotland to volunteer as a peer mentor in a community for people experiencing homelessness, and currently volunteers for a charity as a Business engagement specialist. If you see her down the street, she’ll likely be drinking ‘mate’ (traditional Argentinean drink), riding her bike or going to dance tango!
Nicolas Cuervo
Mobile Developer
Nicolas is an Android Developer, passionate about shaping innovative mobile experiences 📱. Beyond code, he’s an avid explorer, always seeking new horizons around the globe 🌍. In his downtime, he dives into virtual worlds through video games 🎮 and embark on flavor-filled journeys by discovering unique restaurants 🍽️.
Charley Brooke Barnett
Account Manager
Since graduating with a degree in Business Studies, Charley has gained experience working across a variety of industries, from fitness to fintech. He’s also a personal trainer who loves to help people discover the joys of outdoor exercise. Charley can often be found on a run around Bristol’s harbourside in his free time. Having recently purchased a gravel bike, he’s excited to explore the best trails (and coffee shops) in the South West.
Linda Albright
Marketing Director
Linda has 20+ years experience helping high-growth startups achieve record-breaking results. A passionate Early Adopter, she’s been involved in a range of ventures – from a chimney sweep company (yes she can build a chimney) to a Series A-funded tech startup (with a successful exit). Her sweet spots are GTM strategies, growth marketing, and business development. Linda’s also a confirmed coffee snob, certified yoga nut, and a Medieval art enthusiast. She’s thrilled to join the Love to Ride team, “a gem of a company,” to help the world become healthier and happier.