Rural transport’s latest Evolution

Cycling through the Waikato countryside is more popular than ever, according to a recent council survey, and Evolution Cycles is bringing the joy to Fieldays.

Marketing manager Ben Pedley said it’s all about getting the idea out there.

“Waikato riding is massively underrated. It’s great fun, and more and more people are discovering the great trails around.

“Every road cyclist I’ve ever met rides rural roads. They provide a good challenge or a nice cruise
depending on which direction you go in.”

This is the second year Evolution Cycles have attended Fieldays, and they have already doubled their site size.

Pedley said that while making sales is one of the main goals, the stand offers a forum for event goers
to learn more about cycling in general.

Rural cycling is a hot topic in the Waikato Regional Council, with senior transportation researcher
Bridget Burdett calling recent survey results “useful” in determining policy and investment
structure around country riding.

Key stakeholders – including Bob’s Bikes owner Bob Puru, cycle race organiser Kevin Endres, and
world champion cyclist Sarah Ulmer – were interviewed, and anonymous results gathered from 675
internet respondents.

“Without exception, those interviewed were considered and balanced in their assessment of the
risks and rewards presented by the opportunity to cycle on rural roads in the Waikato,” Burdett said.

“All interviewees were well aware of the reality of risks faced and all showed genuine concern for
the safety of all cyclists who they work for and ride with.

“Education efforts such as awareness projects with bus and truck drivers…improve safety by raising awareness among car and truck drivers of cycling risk on rural roads.”

Pedley too reckoned that “the roads are getting safer for the roadies [road cyclists]”, with awareness
from other road users on the increase.

“If you keep left and wear a decent helmet, just in case, you will be fine.”

As far as gear recommendations go, he said: “There is always going to be something that will
improve a rider’s experience.

“For riders in the Waikato and in general rural areas I have to suggest some good lights, they are
lifesavers.

“A really good set of USB rechargeable lights will cut through the fog and keep you seen in the winding country roads.”

Pedley said the Fieldays provide excellent exposure for Evolution Cycles.

“The great thing about that is six months down the track, we get people coming in to our stores who
saw our site at the Fieldays, and kept us top of mind for when they wanted to make a bike purchase.”