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Cycling is a driver for the green transition. It’s a proven, cheap, inclusive, safe and sustainable mode of transportation that can be deployed and developed on our existing road networks. It seems that cycling can solve a lot of the issues, that follows with (too much) road traffic, such as congestion, pollution, health problems, co2 emissions, and more. So why is it so hard to change the behaviour and habits of millions of road users worldwide? What would it take to introduce more bikes to the global road community? And are there clear cut cases of best practice, new innovations or new stories that can help along this transition?