Case Study: Sustrans strengthens evidence for cycle route investment with STR

Wheels in motion - Evaluating leisure cyclists

Sustrans, a UK-wide charity, needed to better understand the impact and economic value of leisure cyclists using its Caledonia Way route to support its strategic and marketing activities. The challenge involved capturing this critical data directly from cyclists on the long, remote route and augmenting it with insights from local businesses. To address this, they commissioned the vendor STR to undertake the research.

STR implemented a two-stage solution involving an on-route intercept survey of cyclists and a series of business workshops. This approach provided comprehensive data on cyclist expenditure and the route's impact on health and wellbeing, alongside business intelligence. The results delivered by STR provided evidence of the route's economic and health benefits, enabling Sustrans to strengthen its case for investment. The data was also segmented for local authorities to use in communications, and the report included actionable recommendations for collaborating with businesses.

Sustrans

Niall Shannon

Network Engagement Manager