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@belgiangoth
I used to mass in Birmingham up to about 3 years ago (when I started a PGCE) and when I went I was going every month for years - the low point was when 2 guys from london turned up and al,most doubled the turnout (3). While we don't hit the huge numbers we used to, numbers have gone up (or they were when I left) and the vibe had changed from a bunch of ant-car people to a pro-bike party.
You'll always struggle to run something that accomodates for 50+ yo bankers on carbon bikes at the same time as a bunch of fixed wheel punks, I say pander to the base that actually shows up.
Oh, and I fliered once a month for a couple of years, brum uni and city centre. Not one cyclist turned up because of it.