Businesses across England given free equipment grant to welcome the “pedalling pound”

Credit Joolze Dymond/ Cycling UK
Businesses who actively welcome cyclists or are interested in doing so can apply for Cycling UK’s Cycle Friendly Places accreditation
  • The accreditation highlights the ways in which businesses are going the extra mile to welcome local and visitor cyclists
  • Participating businesses can get free cycle-friendly gift bundle worth over £400 
  • Applications are free, easy and can be completed online

Cycling UK is now looking to help local business make the most of a series of new short cycle routes in Kent, Cornwall and Norfolk, with distances ranging from 7 – 146 miles, for families looking for fun, free and healthy activities this half term and is looking to support hospitality and refreshment businesses open to the “pedalling pound.” 

This is all part of the cycling charity’s work as part of its role in the European Development Fund’s EXPERIENCE project which has run since 2019.  

Following the development of the family-friendly cycle routes, Cycling UK is now keen to help local businesses make the most of the passing trade. 

Businesses are encouraged to apply for Cycle Friendly Places accreditation, and will receive free advice, publicity and equipment bundles. This includes cycling specific tools to keep their customers on the road worth over £400, and entry to a database for cycling tourists to use and will also reach the charity’s 71,000 membership base, plus 86,000 Cycle magazine readers and 600 affiliated cycling clubs. 

The Cycle Friendly Places accreditation is an excellent opportunity for businesses to make the most of the pedalling pound and reach a wider audience particularly when the season starts to slow down

Cycling UK's campaigns officer, Sophie Gordon

Sophie Gordon, campaigns officer for Cycling UK, commented: 

“The Cycle Friendly Places accreditation is an excellent opportunity for businesses to make the most of the pedalling pound and reach a wider audience particularly when the season starts to slow down.  

“Providing facilities to dry damp clothing, offering a secure area where visitors can lock their bikes and having tools available for simple bike repairs are all fairly simple to implement and attract a wide range of cycling customers. 

“Often businesses are already offering these services and they just need a hand advertising them to draw in their target audience.” 

Cycle tourism spending from cyclists in the UK generates £520m per year. There are 1.23 million overnight trips each year, benefiting small businesses in particular, and these contribute £433m to the economy. A survey of riders of King Alfred’s Way, a route starting in Winchester that Cycling UK launched in 2020, showed that on average cyclists spent £83.60 per day on food and accommodation. 

With utility cycling and cycle tourism in mind, many businesses have taken steps to ensure that they offer a welcoming space for cyclists to stop off for a bite to eat or to rest their head for the night. 

By attracting cyclists and encouraging sustainable travel and tourism, businesses can tap into a large market and attract more customers – not only in high season, but in quieter periods too. 

Joe Mullane, owner of New Flying Horse in Wye, Kent commented:  

“The Cycle Friendly Places accreditation helped us identify things we could be doing to attract more cyclists year-round. The spare bike parts and shoe dryers we offer are going down a treat.  

“Recently we’ve had several guests stop in who are doing the Cantii Way. Most of them know that we are Cycle Friendly Places accredited and have facilities to give them a warm welcome.” 

Lynda Brown, owner of Panorama Guest House in Penzance, Cornwall said:   

“We’re very lucky to have lots of great cycling routes and events near us. The Cycle Friendly Places accreditation has allowed us to stand out from other local businesses and we have drawn in many cyclists who have visited the area as a result.   

“When people see the Cycle Friendly Places logo on our website, they immediately know that we have a safe place to store their bikes and will do everything we can to accommodate them.” 

During the pandemic, the UK saw a 169% rise in journeys taken by bike. Current cost of living pressures mean that even more people continue to consider their daily travel options, with many choosing to cycle as an alternative to driving to save money.  

Additionally, cycling staycations are becoming a first choice for many as people opt to swap their holidays abroad for a cheaper alternative which has a smaller environmental impact. 

To find out more about Cycle Friendly Places and to apply for free accreditation visit 

For more information, please contact the national Cycling UK press office. Currently the main press office number (01483 238 315) is not being monitored. If you would like to speak to a member of the press office during working hours (0900-1700) please call Joanne Clark on 07917 243 925 or email Out of hours, call 07786 320 713. 

Notes to Editors:  

  1. Cycling UK, the UK’s cycling charity, imagines a world where the streets are free of congestion and the air is clean to breathe, where parents encourage their children to cycle to school and everyone shares the exhilaration of being in the saddle. For more than 140 years, we’ve been making our streets safer, opening up new traffic free routes and inspiring more people to cycle more often. Visit  

  1. EXPERIENCE is a €23.3 million project co-financed by the European Regional Development Fund (ERDF, €16 million) through the Interreg VA France (Channel) England Programme 2014-2020, boosting visitor numbers in six pilot regions across England and France. For further information see:  

  1. Cycle Friendly Places is a new accreditation programme developed by Cycling UK, equipping hospitality and accommodation businesses in Cornwall, Kent and Norfolk with new skills, resources and knowledge to broaden their appeal to cycle tourists.  

  1. For further information on the economic benefits of cycle tourism see: