Keeping up with global trends, Sport18 introduced the Cycle To Work concept in 2011 to encourage the substitution of carbon belching cars with the more environment friendly cycles. Typically, Cycle To Work is a type of celebration that gets corporates to ditch the wheel and pedal to work. This occurs under the gaze of the media to bring attention to the importance of cycling. First time Cycle To Work enthusiasts were encouraged with merchandise such as helmets and tshirts. Pit stops along popular Cycle To Work routes were arranged to provide the cyclists with water and a quick snack. Registrations took place online through the website www.moneycontrol.com/cycletowork, where applicants were invited to take a pledge, go for a symbolic ride, and sign a pledge board.
Speaking on the event, Satish Menon, CEO, Sport18 said: "When urban spaces are struggling to cope with vehicular traffic, I think it is imperative to bring the humble cycle back into focus. For those who stay within a five km radius of their workplaces, the cycle is an ideal means of transportation. London, Paris, San Francisco, New York - these are some of the cities where the Cycle To Work concept is encouraged. It's time our cities too have the cycle advantage."
In association with Hercules Ryders, GE, Sobha, Coca- Cola, Red FM and Ask Me, Sport18 aimed at introducing a cycling movement that created a furor in the cities. Covered by Hindustan Times and Times of India, Cycle to work garnered media support as well. The event ended on a high note with a unanimous request for the return of cycle to work to make the city a more cycle friendly zone.
Sport18 endeavours to take cycling to the masses. The six India Cyclothon editions held in Mumbai, Delhi, Kolkata, Bangalore, Pune and Chandigarh are testimony to this fact. So far, they have managed to touch a chord with over 50,000 people and are pursuing taking this number higher.