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@rpm
Maybe because there isn't such a divide as we previously thought, participation often leads to competition. Even if, in most cases, it doesn't, then there's still many reasons for all cycling in the UK to be within the interest of BC.
When the skyride local rides were launched, I thought they were a joke, and they were not popular in that first year, but look at them now, fully booked all the time, with more ride leaders being trained and more routes being planned every month.