Promoting Cycling

All his comes with the precursor of imho….

• worth perhaps group 'ideas' around a few key themes (though I don't know why I'm about to presumptuously suggest to a lawyer the benefits of structured thinking....)
  
• The principle key theme here is not to change behaviour, but to change consideration for cycling. To change the former is easy, you force people to do it, but they need to want to do it.
  
• They also need to understand why. The sell needs to start with it fitting with the wider direction of the firm (responsible business, low carbon, good for its staff) and the link through HR to being more ‘responsible’ than others in the sector, as a win on the recruitment front. Great earlier points here re: use of cycling couriers for example
  
• The firm should aim to touch cycling more than just on a day-2-day basis… so when there’s cycling racing on the TV why wouldn’t you try to show it in the staff restaurant for example… so… the LLP shows it’s committed. Key issue is of course getting all partners bought it to this.
  
• Charity fund raising via static bikes in reception during winter months keeps the profile up when it's cold and wet outside.... if you're going to launch all this now the weather's going to be a blocker so need consistent events through the winter.
  
• Then there’s the social side, rides and the like…there must be an ambitious Associate (aren’t they all) who could take on the ‘cycling club’ thing in the firm? And pursue the rides and stuff, they could also lead the cycling committee (I remember how my old magic circle firm loved a ‘representative’ committee)
  
• Moving down the scale from the firm’s ‘official’ commitment, through the firm wide ‘social’ commitment, and considering what benefits you can offer at low cost…
  
• On the big ticket official benefits side, offer up the opportunity to swap a free-season ticket loan, for a free bike loan; or longer term offer as part of a wider pay/conditions scheme as part of incentive package to the partnerships pick a limit and allow individuals to buy a bike which’ll be repaid as a taxable benefit rather than BTW scheme. Different value for different PQE’s say, or years with the firm (that way you can equate fee-earners with non-fee earners and drive out the them/us mentality. We are all at one in the world of cycling. The season ticket swap could be done tomorrow, the other issue could be on the list for the next pay negotiations.
  
• Moving down the scale to the more personal, low cost stuff – free (advanced) cycle training in work time (tell the Associate’s it could count towards their billable hours total. Don’t call it ‘cycle training’ on its own, as it’ll probably require the advanced tag to get people to do it.
  
• Don’t offer cycle training in a group though, it should be individual. Cost reduction by hiring a single cycling instructor direct on bulk deal to reduce costs. Equally go down the certificate line so everyone gets something at the end - maybe even encourage a few to become instructors?! Then you could do it in-house, and offer to other law firms ;-)
  
• LCC membership for all who take part in the cycle training.
  
• Offer to pay for all safety kit (helmets/fluro etc.) to reduce barrier to entry costs, and that works too with the ‘responsible’ company thing.
  
• A couple of company Brompton’s available at the front desk.
  
• Deals with nearest bike shop on all ‘stuff’. 15% for an exclusive should be no issue (wasn’t when I did this elsewhere for other benefits).
  
• And finally, a firm wide insurance scheme. Esp. for bikes bought through the work scheme.
  Apologies for long post, if you PM happy to talk through in more tedious detail on phone.
  
  

p.s. Would argue not just about 'getting creative', but about 'getting structured' to fit into DNA of the firm.