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@edscoble
When I was marshalling the sky ride (the guided ride from a certain borough to the main events itself), it's definitely the best way to help people realise that it doesn't take that long to get to the events, and with careful planning, shouldn't even break a sweat for those who hasn't ridden for quite a while.
The best part is that they brought their kids with them, and seeing them completing a 20 miles roundtrip does wonder to their abilities, talking to the other marshall/cycling instructor helped strengthen their confident in using a bike as a regular transport.
I now know 5 blokes and 2 women who cycle to work now, and their commute is a 5 miles (average) one.