Reclaiming bicycles as everyday transport

In Britain, cycling has long been confined to the narrow lane of sport. For many, it conjures images of the Tour de France, not a parent commuting to work or a child pedalling to school. But it wasn’t always this way. There was a time when cycling was simply a practical way of getting around.

In the 1950s and 1960s, Britain’s relationship with the bicycle was far more utilitarian. Streets were quieter, cars fewer, and cycling was as mundane as hanging out the washing. Before the dominance of car culture, cycling was a part of daily life for many. Even in the 1930s, new main roads often included segregated cycling infrastructure, a nod to the bicycle's respected role in transport.

But as car ownership surged and road space was ceded to motor vehicles, bicycles were gradually pushed to the margins. Cycling became framed as a hobby or a sport - something for the brave or the physically fit. Meanwhile, the burgeoning car industry and its powerful lobbying efforts fuelled a cultural shift, promoting driving as a symbol of freedom and modernity.

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Contrast this with Northern Europe. In the Netherlands, Denmark, and Sweden, cycling remains deeply embedded in everyday life. The Dutch don't think of themselves as ‘cyclists’; they’re just people getting around. Bikes are tools, no different from a washing machine or a kettle. Functional, unremarkable, and indispensable.

A shift in mindset is crucial. It’s not just about infrastructure - though that’s vital. It’s about cultural framing. The Dutch don't see cycling as a statement or lifestyle. It’s not a sport, it’s transport. This pragmatic view is key to their success.

Paris is catching up fast. Under Mayor Anne Hidalgo’s leadership, the French capital has invested heavily in cycling infrastructure, transforming the city’s streets. Only last week, for the first time there were more commuters on bicycles than in cars on key routes across the capital.

What needs to change?

So, what can Britain learn from these examples? First, we need to reframe the conversation. Cycling isn’t just for athletes or enthusiasts; it’s for everyone. E-bikes have the potential to tempt motorists out of their cars and yet, unlike EVs, they do not benefit from any government subsidies. Campaigns to boost cycling should focus on the practical benefits: saving money, reducing stress, improving health, and making cities more liveable.

Second, infrastructure matters. Safe, segregated cycle lanes are essential, but they're only part of the picture. We need policies in urban areas that make driving less attractive, such as congestion charges and low-traffic neighbourhoods, alongside incentives for cycling.

Finally, let's stop fetishising the bicycle as a symbol of sport. It’s a tool - simple, effective, and transformative. With the right policies, it could once again be an everyday part of British life again.

As we face the twin crises of climate change and urban congestion, Britain stands at crossroads. We can sit, stationary, on the same car-clogged path or follow the lead of our Northern European neighbours. The choice is clear. It’s time to bring cycling back to basics.

The ethical choice

The ETA was established in 1990 as an ethical provider of green, reliable travel services. Over 30 years on, we continue to offer cycle insurance , breakdown cover  and mobility scooter insurance while putting concern for the environment at the heart of all we do.

The Good Shopping Guide judges us to be the UK's most ethical provider.

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