Cycling UK five-year strategy
Shifting the dial on public perceptions
Cycling UK’s aim is to create a society where everyone sees the wellbeing, health and environmental benefits of cycling, even if they don’t cycle themselves. We believe that the only way to build long-term political support for cycling is to produce a groundswell of wider public support. This public support will help to engage and persuade policymakers to be truly answerable to the people who vote for them, about an issue that has the potential to build healthier, happier and greener communities.
That’s why our 10-year strategy will reach beyond the typical cycling enthusiast and engage those who have ‘cross-over’ interests with cycling. People who might rarely – or never – cycle themselves but are keen to tackle climate change or address the physical and mental health challenges we face as a society and as individuals.
To achieve this ambitious, long-term aim of shifting the dial on public perceptions of cycling, we must first strengthen our foundations as a charity. This will be our focus for the next five years – while sowing the seeds for engaging with more and diverse people and communities from 2029-34.
Our vision, mission and purpose
- Our vision: happier, healthier and greener lives through cycling.
- Our mission: we enable and inspire people from all backgrounds and abilities to experience cycling’s joys and benefits. We speak up for all who cycle to make sure it’s a safe and easy choice for everyone to travel, explore and have fun. Our charity works with diverse partners to maximise our impact.
- Our purpose: we improve lives, places and the planet through cycling’s remarkable benefits. We are powered by our heritage and expertise, and the passion of our staff, supporters and volunteers.
Our strategic objectives 2024-29
We have five ambitious and complementary strategic objectives that will ensure our efforts are focused on the areas that will have the biggest positive impact over the next five years.
- Improve perceptions of cycling so that everyone sees the benefits
We know that cycling is a force for good, there are still many who view cycling less positively. Convincing more people of the many multi-faceted benefits of cycling is a crucial factor in persuading policy makers across the UK to support and invest in cycling. - Boost the number and diversity of people who cycle
To fully realise cycling’s potential to improve people’s lives, we must increase the number and diversity of people who cycle. That means reducing the barriers that people face, both physical and psychological. - Make cycling an even more positive experience
We are determined for cycling to be a safe, convenient and enjoyable option for all. Whether it’s a parent doing the school run, someone enjoying long road rides with friends or cycling clubs, or people seeking off-road adventures in wild places, we want to make the UK an even better place for everyone to cycle. - Increase transport choice by enabling and encouraging more people to cycle local journeys
Cycling can play a vital role in combatting climate change, reducing air pollution and creating more pleasant places to live and spend time – especially if we can enable and inspire more people to cycle for local journeys. - Achieve greater impact by becoming the best possible charity we can be
We can’t deliver our strategy or ambitions unless we continue to strengthen Cycling UK so we can be the best charity possible. The stronger our foundations, the greater the impact we will have.
