PxPixel
Cycling benefits from post-Olympics participation bounce - BikeBiz

Cycling benefits from post-Olympics participation bounce

Research from the London School of Economics finds that Team GB's cycling successes at the Olympics inspired Brits to bike more
Author:
Publish date:
1-londonolympics.jpg

British Cycling and Sky commissioned the London School of Economics to carry out a survey to discover if Team GB's cycling success at the 2012 Olympics led to a spike in bike use. 1000 people were surveyed before and after the Olympics.

The LSE research found that 52 percent of those surveyed had been encouraged to cycle more as a result of the achievements of Team GB cyclists. 28 percent said they had been inspired to buy bikes even before the Games had started. The proportion describing themselves as frequent cyclists (those who cycle once or more a week) increased from 28 percent before the Games to 66 percent afterwards, found the research.

The proportion describing themselves as occasional cyclists rose from 19 percent before the Games to 33 percent after the Games.

87 percent of those inspired by the Olympics to cycle more are also encouraging their children to do the same. The research said that the proportion who use cycling as a form of exercise rose from 50 percent of those surveyed before the Games to nearly 80 percent afterwards.

The bike bounce has benefitted many bicycle retailers. Cycle Surgery, which has 28 shops across the south east of England, reported record turnover for the second week of the Olympics and Wiggle said UK traffic to its website jumped 71 percent during the Games.

Tricia Thompson, director of cycling at Sky, said: "Right from the beginning of our partnership with British Cycling in 2008 we have been working hard to bring the grassroots and elite sides of cycling closer together. This research shows the first tangible evidence of the connection between the two."

Ian Drake, chief executive of British Cycling, said: "Our success in driving participation is no fluke but the product of years of detailed planning and preparation."

Featured Jobs

the cycle hub

Showroom Manager

The Cycle Hub I Dubai, United Arab Emirates I Competitive Package & Bonus I Date Published Tuesday 26th June 2018

Giant St Paul Logo

Bike Fitter / Sales Person

Giant St Pauls I City of London I Salary: Negotiable Dependent on Experience I Date Published Thursday 21st June 2018

CRC_Logo_620x349-1

Bike Technician

Chain Reaction Cycles I Ballyclare I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018

Canyon_Logo_1(1)

Brand Content Writer

Canyon Bicycles GmbH I Koblenz, Germany I Salary: Up to €38,000 I Date Published Tuesday 3rd July 2018

CRC_Logo_620x349-1

Retail Sales Advisor

Chain Reaction Cycles I Belfast I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018