With the prospect of another spell of chilly weather starting tomorrow, it would have been daft to not make the chance to get out for a ride today.
In just under a couple of hours I saw two family groups out cycling – one mother with three children; one mother, father and two children. (It’s half-term for many schools around here.)
Seeing them, the thought that came unbidden was that it was reminiscent of a bygone era. A moment’s reflection and the fact that I thought that struck me as pretty depressing.
I’m a cyclist – I don’t think of cycling as odd or anachronistic. Nevertheless, my unreasoned reaction – if you like, my ‘unmediated by my consciousness’ reaction – to seeing a family out cycling was that it was an event of a time now passed.
That even a keen cyclist like me is thinking that, surely, is a testimony to the power of marketing and how well we’ve all been sold a shiny, motorized, hi-tech and non-cycling life as the norm.
If ‘cycling’ wants to succeed as a lobby group, I fear it has an awful lot of counter-marketing to do.