ETA celebrate cycling culture at Spin LDN

Slowly but surely, cycling is growing in the British consciousness as something desirable, fashionable and approachable – a fact reflected by the welcome return of a festival of cycling culture in the capital next weekend.

In the heart of London’s buzzing east end, Spin LDN (March 28^th-30^th) is the festival that shows that cycling is not solely for the middle-aged and lycra-clad.

In its second year, the festival in Shoreditch's Truman Brewery invites visitors to ‘discover cycling culture’. Fashion-forward cycling brands from around the world will be in attendance including iconic saddle-makers Brooks and artisan British bike builders Field, along with cycling innovations like the Hövding ‘invsible’ cycle helmet and the Cleverhood utility rain cape. Alongside the exhibition are demonstrations of cycle polo, live DJs including 6Music's Gideon Coe and food and drink aplenty.

The ETA will be attending to exhibit The Hornster concept bike - built to raise awareness of the challenges faced by cyclists on British streets - as well as its cycle insurance, uniquely designed to provide ‘fully-comp’ cover of the sort motorists have come to expect, whatever you ride.

In the ten years to 2011, cycle journeys in London grew by 79% The share of people choosing to get to work by bike is higher in most London boroughs than in the rest of the country - in Hackney, over 14% of commutes are completed on two wheels.

The growth in popularity and visibility of cycling in the capital has been expressed in myriad creative outlets - from cycling cafes to themed rides and beyond. Spin LDN is just the latest milestone towards a true British cycling culture. Come and join ETA Cycle Insurance at Stand B4!