Love to Ride

Challenge for Change was established to bring to the UK a best practice behaviour change programme that was originally developed in New Zealand. Following five successful programmes there, Challenge for Change’s founder, Thomas Stokell, created a sustainable business model to grow this programme, to get more people cycling in the UK and across the world.

Our mission is to be world leaders in designing, developing and implementing innovative and highly effective behavioural change programmes that are consistently proven to get more people cycling, more often.

The main aims of the Cycle Challenge programme are:

  • To encourage people who are not currently cycling to start cycling;
  • To encourage occasional cyclists to start cycling regularly;
  • To encourage people to cycle for transport purposes.

The consistently successful outcomes and high engagement levels of every Challenge delivered are achieved using behaviour change theory and social marketing principles and techniques.


Directory sectors: sustainable transport