Britain loves bikes. Trouble is, too many sit unused. For Lloyds Bank’s sponsorship of British Cycling, we created Bike Friendly Britain. A platform to get people back in the saddle and help local businesses thrive. At its heart was a scheme connecting cyclists with services, rewards and places to stop. Think free bike checks, digital directions and offers that drove footfall. Everything made cycling easier and businesses more visible. Even the bank card doubled as a bike tool.