Wiggle, the UK’s biggest cycle and tri-sports retailer, has entered into a partnership with Sustrans, the charity behind the National Cycle Network. Funds raised will go towards the maintenance of the Network which celebrates its 20th anniversary this year.
Together Wiggle and Sustrans have devised a yearlong joint promotional campaign that aims to raise funds and awareness. The financial focus will be to raise around £200,000 for Sustrans and the National Cycle Network, generated through the sale of Sustrans products by Wiggle and fundraising by staff and customers.
The National Cycle Network was born in September 1995 when Sustrans received one of the first grants from the lottery fund to kick start the charity’s vision for a UK wide network of high-quality, convenient cycling and walking routes. Since then Sustrans has demonstrated that providing for people on bikes is a crucial way to give people the choice and confidence they need to leave their car at home.
Wiggle’s partnership with Sustrans kicks off with the launch of Wiggle Legal. Wiggle Legal is a new service created by Wiggle with the aim of supporting UK cyclists that are involved in accidents (currently around 20,000 per year according to RoSPA) with compensation claims and advice to help them back on their bikes as fast as possible. Profits that Wiggle generates from successful claims will be donated to Sustrans.
According to Adam Ryan, Head of Brand Marketing at Wiggle, “Wiggle and Sustrans are both passionate advocates of cycling so supporting the National Cycle Network is a perfect fit with our company focus and ethos. Also when we asked our customers which charity they would most like to be associated with Sustrans came top. It’s fantastic to be in a position where we can give something back to the UK cycling community that has been so supportive of Wiggle.”
This exciting initiative will comprise of the inclusion of limited edition National Cycle Network posters in some Wiggle orders; the creation of a Sustrans brand store on the Wiggle website; a guide to iconic cycle routes; promotion of new Sustrans publications such as Traffic Free Cycle Rides; a Wiggle Commuter Challenge and Wiggle support for the Sustrans Sponsor a Mile appeal by which Wiggle customers can choose their favourite miles of the National Cycle Network. Special initiatives will also be unveiled that are designed to encourage girls and women’s cycling.
Julian Hall, Director of Fundraising at Sustrans, said: “We have a packed year of activities to celebrate twenty years of the National Cycle Network planned with Wiggle and together we believe we can help more people to get on their bikes as well as raise much needed funds for the Network. We want everyone to be enthused by cycling and indeed keeping active in general, from those who ride to work every day to those who may be looking to buy their first bike since childhood. That’s why there are so many different elements within this campaign. We can’t wait for launch and are really excited by the campaign’s potential.”
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More information about Sustrans and the National Cycle Network can be found at www.sustrans.org.uk