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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

See More Awesome Stats

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.

Visit the platform<!–Get The App
–>

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.” – Non-Cyclist

“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.” – Non-Cyclist

“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.” – Non-Cyclist

“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!” – Non-Cyclist

“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.” – Non-Cyclist

“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.” – Non-Cyclist

“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.” – Non-Cyclist

“I enjoyed it a lot more than I remembered and it’s a great way to get to work whilst getting exercise!” – Non-Cyclist

“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!” – Non-Cyclist

“I have been meaning to get on my bike (bought it 2 years ago and it had been in the garage ever since) and the challenge gave me the encouragement I needed. Almost our whole department has really got into the spirit of it, and 2 members of the team now cycle to work everyday, instead of driving.” – Non-Cyclist

“The challenge did encourage me to borrow a bike, and reminded me that after not cycling for a few years, that it is fun and enjoyable. If I can find a route to work avoiding busy roads, I will consider buying a bike. The challenge worked for me!” – Non-Cyclist

“Before the cycle challenge I was too nervous to ride a bike and drove/walked to work. Now I’m loving cycling in all weathers and am getting more and more confident. Thanks for the push into being greener and fitter! Yayyy! :)” – Non-Cyclist

“A really excellent initiative which created a cycling community spirit at work.” – Non-Cyclist

“The more I cycle the easier it becomes and the more I enjoy it. I don’t enjoy the gym so I find this a good way of exercising” – Occasional Cyclist

“Cycling has now become my preferred mode of commuting and I am now confident enough to use it as a mode of transport more often, including recreational cycling.” – Occasional Cyclist

“I was always a keen cyclist, but the Challenge really did make me think about doing more – and not jumping on the bus or taking my car. I realised I could get a bit wet on my 9 miles to work and survive!” – Regular Cyclist

“Brilliant! Everyone was talking about it – cyclists would mention it to me at traffic lights and I’d say – yeah I’m doing that isn’t great? It was also great for bringing unity to our team at work!” – Regular Cyclist

“Thanks for organising a great challenge! It’s got people talking about cycling a LOT here, and 4 new people had a go, which is great!” – Regular Cyclist

Meet The Team

Thomas Stokell

CEO

Thomas has 17 years’ experience in social marketing and cycling promotion. He piloted the ‘Workplace Cycle Challenge’ program in 2002 and has been designing and implementing successful behaviour change programmes since. He established Love to Ride in 2014 to bring the Workplace Cycle Challenge program he developed to world. Thomas likes to play the piano, enjoys the outdoors, and 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.

Phillip Darnton

Advisory Board Member

Phillip has spent most of his career working for multi-national businesses, Unilever and Reckitt and Colman, in marketing and general management roles. Phillip’s involvement with the cycling world began in 2000 when he was the Chairman and Chief Executive of Raleigh UK. He was invited by the Department of Transport to join the newly created National Cycling Strategy Board, becoming its Chairman in 2004. He led the creation of Cycling England which aimed to get “more people cycling, more safely, more often” and chaired the body from 2005 to 2011.

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

Sales Ops Wizard

Robbie is a recent 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. He has spent the last two years slowly turning an off the shelf singlespeed into his perfect around-town ride. Having recently moved to Bristol, the local hills have almost undone all of his hard work.

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 15 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’.

Florence Jones

Project Assistant

Florence is an enthusiastic and creative Geography graduate with a passion for sustainability and social justice. Before joining Love to Ride, she worked on social and environmental projects in Bolivia, Manchester and Cornwall. After taking up cycling on the busiest bus route in Europe, she knows a thing or two about overcoming fear, and is committed to helping others gain confidence on their bikes. She also loves to cook, explore the great outdoors, brew beer and make soap (all the essentials!)

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

Business Development Coordinator

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 Assistant in Marketing

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 Katya!

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.

Join The Team