“I enjoyed cycling with my father as a child – it was all about roaming freely and going where you wanted to go. I tried to pass this on to my own children,” says our founder Ibe Hayter, “but I found that they didn’t enjoy it as much, as there wasn’t a cycling culture in my diverse neighbourhood.”

Ibe understood that over the next 10 years it was inevitable that cities would change drastically and we would no longer be able to rely on cars and public transport to travel but cycling and walking would be the new norm. He realised a radical new approach would be required to tackle the social inequalities in mobility, health, emissions and socio-economic status in the city/region as well as the other barriers that prevent people from confidently choosing to cycle.