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@Oliver Schick
Great work, Clive. Some more ideas:
Social rides (not just charity) for staff (I know you've already organised Rollapaluza)
Cycling mileage allowance for work-related trips
In-house bike maintenance (do a deal with a repair service/bike shop to come in once a week to give bikes some TLC)
Join together with other companies in the same building/neighbourhood to promote even more service across companies, to lower costs through bulk discount
Have common spares available on-site at low cost (inner tubes, etc.), perhaps on an honesty box basis
But all of these are minutiae. To really excite people about cycling you somehow have to get the point across that it's so much--i.e., some may cycle for just one reason, perhaps to save time, but that's boring and people won't stick with it if their circumstances change. Generating a real buzz around it is difficult, but if you make it genuinely aspirational, it'll take care of itself.