The popularity of pedalling has stepped up a gear as the UK's cycling stars continue to take the world of track and road racing by storm.
Close to two million people now cycle at least once a week according to a survey by Sport England and millions more take their bike out for an occasional spin.
Jason Barker used to weigh 25 stone. Then he bought a bike, his first since he swapped his BMX for a computer as a teenager.
"In three years I've managed to lose 10 stone in weight and it's really helped my lifestyle and helped me feel healthy, " said Jason, who was out mountain biking with his friend, Chris Seaton, on the trails of Thetford Forest.
Jason, 41, convinced Chris of the benefits eight months ago. Now he is two-and-half stone lighter.
"Once you start doing it, it's addictive. If people start doing it, they are going to carry on," said Chris, 43.
For many, cycling is also a way of saving money; it is cheaper than a gym membership and cuts down on petrol costs.
But there is another crucial factor boosting its popularity; the British stars taking the world of track and road racing by storm.
The likes of Chris Hoy, Victoria Pendleton and Bradley Wiggins, with his fantastic performance in the Tour de France, have motivated Chris.
"They are making people aware of cycling. You mainly see the prime sports, football, maybe rugby, but these people are making it a more mainstream sport, which is fantastic," he said.
Even with the relentless rain and recession, sales are growing at the Bike Art cycling shop in Thetford Forest.
"In general, the trend over the last few years is for more people to be cycling in all walks of life," said owner Paul Hill.
"I think the interest in the Olympics is helping a great deal and also in the Tour de France and the guys from Team Sky are doing very well."
The professionals are also inspiring a new generation of cyclists.
At Herne Hill Velodrome in South East London, children as young as eight are learning on the same track where Bradley Wiggins started out.
Velodrome coach Iain Cook said: "After the Beijing Olympics when the British boys did really well on the track, cycling has really taken off and there have been more and more people coming evey week, and the latest successes are going to make that even better."
In 2010, 3.7m bikes were sold, up 28% on the previous, according to a report by the London School of Economics.
In total cycling is estimated to contribute around £3bn a year to the UK economy.
Despite the growing popularity, MPs from the Commons Transport Select Committee made it clear this week that not enough is being done by the Government to make cycling safer.
Last year, the number of cyclists killed on the roads fell by 4% from 111 to 107, but serious injuries rose by 16% to 3085.