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@Sam_w
I don't know if it would be forcing it onto people too much....
But could cycle training be linked into the government cycle to work scheme, I guess a lot of people just starting out to cycle get a bike through one of these schemes. So, if people were put on a basic training course before they received their voucher, it might help?
(although I have no idea how many bikes are sold through these schemes, but they do seem to be increasing in popularity)