Although Emma Metcalfe doesn’t class herself as a super-keen cyclist, she is very definitely a dedicated cycle campaigner.
As well as using her design background to improve how Pedals communicates, she is also working to make Pedals a more effective, inclusive and relevant local group that appeals to people of all types and ages - not just those who see themselves as 'cyclists'.
Part of this can be seen in Pedals’ recent campaign against installing barriers on a popular cycle path, which would prevent disabled riders in adapted cycles being able to get onto the path.
I am passionate about campaigning for cycle-friendly cities where anyone can cycle - not only the fit and the brave.
Emma said: “I definitely don't see myself as a ‘keen cyclist’ and I'm not interested in sport anymore than most drivers are interested in motor racing.
“But I am passionate about campaigning for cycle-friendly cities where anyone can cycle - not only the fit and the brave.
“I want to enable more people to get from A to B by cycling, and I want our towns and cities to be more pleasant and fairer places as a result.”
Emma was nominated for 100 Women in Cycling by Graeme Symington, who said: “Emma is one of the driving forces behind Pedals and she turns the assumptions of what cycle campaigning is on its head.
“Emma shows people the joy of cycling and campaigning by putting forward positive messages and showing people the fun to be had by cycling. She is developing a model of positive engagement that other groups would be wise to adopt.”
What is 100 Women in Cycling?
Cycling UK’s 100 Women in Cycling is an annual list celebrating inspirational women who are encouraging others to cycle.