Agewell on Wheels Keep Customers Fit

Increasingly realising the importance of exercise for the longevity of body and mind, the London Cycle Campaign has implemented the Agewell on Wheels initiative. This initiative is partly funded by industry levy Bike Hub.

Gwen Cook began the initiative because she recognized that cycling is a great way to stay active and getting about as well. On the other hand, many older people tend to think that cycling is not for them.

To respond to barriers like this assumption, Gwen initially set up the Agewell on Wheels pilot project in Hammersmith and Fulham.

An article in the Bike Biz reported: “The project was a huge success with all participants reporting that they felt improvements in confidence, balance, strength in their legs and coordination by the end of their course.”

So the project was expanded to other areas of London.

The result was three sets of courses in Camden and Westminster, and have further expanded for 2011. The Agewell on Wheels project is now offering courses in 12 boroughs across London, with further marketing campaigns planned to get even more people involved.

Funder Bike Hub has been instrumental in the success of the initiative. According to a Bike Biz report, the courses have evolved with the help of this funding, helping organizers to get match funding for training from councils. Also, many who do not have access to bikes could be assisted with the help of this funding.

To help participants overcome barriers to cycling, the initiative includes advice on buying bikes and using the cycle hire scheme. Free bikes are provided for those who don't have one, and route planning information is available. To make things even easier for prospective participants, the organizers provide free London Cycle Campaign (LCC) membership and an introduction to the local cycling community.

The London Cycle Campaign marketed courses in establishments like libraries, surgeries, community centres and transport hubs by means of colorful flyers. Online advertising was handled through blogs, websites and newsletters, while local newspapers also took part in the marketing effort.

New marketing plans include potential partners like charities, including the British Heart Foundation and the Energy Saving Trust. LCC also plans to approach local groups and councils for promotions through their publications.

Although most participants are in their mid-60s, some older participants are up to 80 years old. The initiative continues to grow, and organizers hope to expand it further across the city. They can also provide an excellent example for the rest of the UK.

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