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50 bike industry businesses and organisations have pledged support to the #BikeIsBest campaign, which launches today with the aim to showcase cycling’s benefits to the masses.

Described as “the most extensive coordinated promotional campaign for cycling since the 1970s”, the joint-funded promotional push aims to seize upon an opportunity of a generation to convert yet more people to cycling as a transport and leisure form as the Covid-19 pandemic forces a rethink of wider modal share change. As it stands, the demand for cycling in the past few months remains ahead of supply capability.