🏆 Culture Mile’s Bike Month Challenge Gets the Community Moving
When Justine Finance-Elzokm, ESG and Sustainability Manager at Newable, first started cycling to work it was a natural habit driven by good intentions but often overtaken by the convenience of public transport.
“I always have good intentions but don’t seem to be able to follow through with actually doing it,” she admits, but this May her perspective changed.
🚴♂️ Thanks to the Bike Month Challenge 2025, Justine has not only started cycling more consistently but she has also inspired her family to do the same. “The challenge has encouraged me to cycle on a weekly basis and given me that extra motivation on days when I would really take public transport if it wasn’t for the challenge,” she explains. “It has also pushed me to cycle more with my family and encourage them to be more active.”
📈 Impact
🤝 Her story is an example of how the Bike Month Challenge, run nationally by Love to Ride is making a real difference one rider at a time. This year, the Culture Mile BID partnered with Love to Ride to launch the Ride 5 initiative encouraging individuals of all experience levels to commit to five rides throughout May. The goal? To help people build healthy habits, reduce their carbon footprint and rediscover the joy of cycling in the City of London.
📈 Justine’s experience captures the spirit of the campaign. It’s about confidence, community and creating positive change that lasts beyond a single month. By sharing her journey, Justine is helping to normalise cycling in everyday life. Her shift from being an occasional rider to a regular commuter has shown others that change is possible and that a simple challenge can be the nudge we need to try something new.
As more local residents and workers take part in the Bike Month Challenge, the impact is being felt across the Culture Mile area. From lunchtime rides to weekend adventures with loved ones, the streets are becoming more active and sustainable, aligning closely with the Culture Mile BID’s long term ambition.