Make no mistake, if cycling wasn't already growing exponentially, the last month's results for British Cycling and cycling generally has added some new secret sauce which will see it push even further.
If you've been watching how the London Olympics has been unfolding today, you will have seen further evidence of the feelgood factor with veteran Sir Chris Hoy leading the charge from the front within the velodrome, closely followed by Victoria Pendleton and the four man pursuit team all bagging gold medals.
Add that to the Wiggo effect with Wiggins winning the Tour de France and the Olympic time trial, then we are about to see our roads increase with more lycra and hopefully more sympathetic motorists.
Having started cycling in August 2009, it's been quite incredible to see the rise of the sport and the growth of the sector at first hand.
This week I've been pleased to announce the provision of two neutral service vehicles in conjunction with British Cycling. In the three years I've been cycling, I've been presented with lots of commercial opportunities for sponsorships and this one was the perfect fit.
With more and more riders participating in sportives, organised rides and races aswell as watching events like the Premier Calender, there is a big gap in the market for a high quality neutral service provider, like Mavic do for the Tour de France.
It also doesn't take a rocket scientist to work out that many of the people entering the road cycling market are professional people who fit the target market of potential customers we might reach out to in my day job as UK head of Brother.
So, we've kitted out two dedicated neutral service vehicles complete with bikes, wheels and qualified mechanics to provide neutral service across many of the race events and selected sportives across the country.
I'm pretty excited about this initiative and the feedback thus far has been absolutely brilliant, with people appreciating the practical nature of the support for the sector, plus the clear alignment with our company values called "at your side" where service plays a really important part of our proposition.
So, if you're out watching or participating in a future event you may well see the cars on the road, providing help and assistance to fellow road cyclists. If you'd like to enquire about using the vehicles at your organised event, we will make them available for hire at selected additional events, if you'd like to enquire about that, you can get in touch with me via the contact me section on the right of the blog.