In a bid to get 1,000 new cyclists on board two wheels in Sheffield this year, local retailers are launching a Ride Rewards card to offer incentives to bikers.
It's all part of a campaign known as Sheffield Cycleboost, launched last month and run by local bike groups on behalf of the city council.
Bike shops including Langsett and James Cycles, Recycle Bikes, AE Butterworths and Over-Ride will be offering tempting discounts on gear, while eateries such as Bragazzis and Nonna's new Streetfood Cafe will be giving cardholders cut-price nosh.
It's also hoped that the card will keep purchases related to the cycling push local, making shops around town competitive with the big online retailers.
Angela Walker, of Sheffield CycleBoost, told The Star: “We’re aiming to create up to 1,000 new cyclists this year and we expect all of them to become part of Sheffield’s booming cycle economy.
“From new bike shops to luxury frame builders to new cycling cafes, the city is seeing the results of a doubling in cycling over recent years.”
Other benefits of the Cycleboost include free bike hire and help getting an old bike back on the road.
In return for a promise to ride to work at least once a week, riders can borrow a bike for four weeks to see how they like it. Those who take part in further training sessions can keep their bike even longer.
If you choose to buy a bike after taking a Bikeability course, you'll be eligible for a big discount - in some cases over two-thirds reduced. Details of eligible bikes are here.
And riders can sign up here for free Dr Bike sessions covering maintenance and repair.
The CycleBoost area currently covers postcodes beginning with S1, S2 5, S3, S4,S5, S6 2-4 S9, S35 1-6, S35 9.
There is more information for aspiring cyclists on the Sheffield City Council website here.
After an unpromising start, having to be bribed by her parents to learn to ride without stabilisers, Sarah became rather keener on cycling in her university years, and was eventually persuaded to upgrade to proper road cycling by the prospect of a shiny red Italian bike, which she promptly destroyed by trapping a pair of knickers in the rear derailleur. Sarah writes about about cycling every weekend on road.cc.