Cycling UK takes aim at 'hearts and minds' in new five-year plan

Five-point plan seeks to improve cycling's image, as well as make it a more positive experience and more diverse

Two road cyclists on a sunny day on road bikes
(Image credit: Getty Images)

Cycling UK plans to win over a quiet majority with a hearts and minds approach to creating a more positive image around riding bikes.

Speaking as the charity announced a new five-year plan, Cycling UK CEO Sarah Mitchell told Cycling Weekly: "We believe that there's a majority of people who support cycling, and we think if we can create much more of a positive image of cycling with those people, that will help start to change those hearts and minds around cycling so that everybody starts to see the benefits."

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