How to Promote Your Cycle to Work Scheme Internally (and Actually Get People to Use It)

Launching a cycle to work scheme is a positive step towards supporting employee wellbeing, reducing commuting costs, and advancing your organisation's sustainability goals.

However, simply offering the scheme isn't enough.

Many employers invest time in setting up a cycle to work scheme only to find that employee uptake falls short of expectations. The good news? This is rarely because employees don't see the value. More often, it's because the scheme hasn't been communicated effectively or embedded into workplace culture.

The most successful schemes are those that are actively promoted, regularly discussed, and positioned as a valuable part of the employee experience.

If you want to maximise participation and ensure your scheme delivers real impact, here are some practical ways to make it happen.

Why Promotion Matters More Than You Think

One of the biggest misconceptions employers make is assuming that a cycle to work scheme will sell itself.

From an HR or leadership perspective, the benefits may seem obvious. Employees can save money, improve their health, and reduce their environmental impact. Yet many employees may not fully understand how the scheme works or may simply overlook it among the many communications they receive.

Others may make assumptions that prevent them from investigating further:

• "I live too far away."
• "I'm not fit enough."
• "I haven't cycled in years."
• "The process sounds complicated."

Without effective communication, these barriers remain in place and participation suffers.

Promoting your scheme isn't just about raising awareness, it's about helping employees understand how cycling could work for them.

Start with a Strong Launch

The launch phase sets the tone for everything that follows.

Rather than treating the scheme as a simple employee announcement, think of it as an internal campaign.

A successful launch should answer three questions clearly:

1. What is the cycle to work scheme?
2. How does it benefit employees?
3. How easy is it to get started?

Use multiple communication channels to maximise visibility, including:

• Company-wide emails
• Internal newsletters
• Team meetings
• Intranet articles
• Workplace posters
• Digital signage

Different employees engage with different channels, so repeating key messages across multiple platforms increases the likelihood of engagement.

Focus on Benefits, Not Features

One common mistake is explaining the technical details of salary sacrifice before explaining why employees should care.

Most employees are far more interested in outcomes than processes.

Instead of leading with how the scheme works, focus on what employees gain:

Save Money

Employees can spread the cost of a bike and cycling equipment through salary sacrifice, making cycling more affordable.

Improve Wellbeing

Cycling is an easy way to build regular physical activity into the working week, supporting both physical and mental health.

Reduce Commuting Stress

Many cyclists find their commute more enjoyable, predictable, and less stressful than driving or using crowded public transport.

Support Sustainability

Employees increasingly want to make environmentally conscious choices. Cycling provides a practical way to reduce their personal carbon footprint.

When employees understand the personal benefits, they're more likely to explore the scheme further.

Address Common Barriers Early

Many employees dismiss cycling before they've properly considered it.

A successful promotion strategy proactively tackles these concerns.

"My commute is too far."

Many employees aren't aware that e-bikes can make longer commutes significantly easier and more achievable.

"I'm not a cyclist."

The scheme isn't just for experienced riders. It's for anyone interested in making part or all of their commute more active.

"I don't have time."

Cycling often takes a similar amount of time as driving in busy urban areas, while also providing built-in exercise.

"It sounds complicated."

Provide a simple step-by-step guide showing exactly how employees can apply and what happens next.

The easier you make the process appear, the more likely employees are to take action.

Use Employee Stories and Success Stories

People are often influenced more by colleagues than corporate messaging.

If you already have employees who cycle to work, ask them to share their experiences.

These stories can highlight:

• Money saved on commuting
• Improvements in wellbeing
• Reduced stress levels
• Environmental benefits
• Personal cycling journeys

Importantly, showcase a range of employees, not just experienced cyclists.

Stories from beginners, occasional riders, or employees who use e-bikes can help others see themselves participating.

Real experiences create authenticity and help break down barriers.

Keep the Scheme Visible All Year Round

One of the biggest reasons participation stalls is that the scheme disappears from view after launch.

Benefits awareness isn't a one-time activity.

The most successful employers keep cycling on the agenda throughout the year by:

• Running seasonal campaigns
• Sharing employee stories
• Promoting national cycling events
• Including reminders in wellbeing communications
• Highlighting sustainability initiatives

Every communication doesn't need to be lengthy. Even a short reminder can prompt employees to reconsider the scheme.

Create Cycling Challenges and Campaigns

Engagement often increases when employees have a reason to get involved together.

Consider introducing initiatives such as:

Summer Cycling Challenge

Encourage employees to replace a set number of car journeys with bike rides.

Cycle to Work Day Campaigns

Use national awareness days as opportunities to promote participation.

Team Competitions

Create friendly competition between departments or teams.

Sustainability Weeks

Link cycling to broader environmental and ESG initiatives.

These activities help maintain momentum and turn cycling into a visible part of workplace culture.

Empower Internal Champions

Some of your strongest advocates may already be within the organisation.

Identify enthusiastic cyclists who are willing to act as internal ambassadors.

These champions can:

• Share personal experiences
• Answer employee questions
• Encourage colleagues to participate
• Support awareness campaigns

Peer-to-peer encouragement often feels more genuine and relatable than top-down communication.

Employees are frequently more willing to try something new when they see colleagues already doing it successfully.

Support the Scheme with Practical Facilities

Promotion works best when employees feel genuinely supported.

Where possible, consider providing:

• Secure bike storage
• Lockers
• Shower facilities
• Drying areas for wet weather gear
• Flexible start times

You don't need extensive facilities to make a difference. Even small improvements can help remove barriers and demonstrate commitment.

When employees see that cycling is actively supported, they're more likely to view it as a realistic commuting option.

Make Joining the Scheme Simple

No matter how strong your communications are, complexity can discourage participation.

Provide employees with:

• Clear application instructions
• FAQs
• Contact details for support
• Simple explanations of key stages

Working with a provider such as Bike2Work Scheme helps streamline the process and ensures employees receive clear guidance from enquiry through to bike collection.

The easier the journey, the higher the likelihood of uptake.

Measure Success and Learn What Works

Promoting your cycle to work scheme shouldn't be a one-off exercise.

Regularly review:

• Participation rates
• Employee feedback
• Engagement with communications
• Questions and concerns raised by staff

Understanding what motivates employees, and what prevents participation, allows you to refine your approach and improve future campaigns.

Over time, these insights can help transform a little-used benefit into one of your organisation's most valued initiatives.

Turning a Good Benefit into a Great One

A cycle to work scheme offers enormous potential for employers. It supports employee wellbeing, contributes to sustainability goals, and enhances your overall benefits package.

But success doesn't happen automatically.

The organisations that achieve the highest participation rates are those that actively promote the scheme, communicate its benefits clearly, and make cycling part of their workplace culture.

With the right approach, a cycle scheme can become far more than an employee benefit; it can become a powerful tool for engagement, wellbeing, and positive change.

At Bike2Work Scheme, we're committed to helping employers not only launch successful schemes but ensure employees understand, value, and use them.

Because the best employee benefits are the ones that people actually use.