Too many people still don’t see cycling as something for them. This project aims to change that by reframing what cycling looks like in the public imagination.

Through powerful portraits and personal stories, the project challenges the perception of who a cyclist is and who the spotlight should be shone on.

It celebrates those who create communities, lead groups and teach others. 

It celebrates those who learn to ride as an adult, reclaim their independence and push their own boundaries. 

It celebrates those who fix bikes, campaign for safer streets and even save lives.

Cycling should belong to everyone. When we change what cycling looks like, we change who feels welcome to ride.