Sustrans becomes Walk Wheel Cycle Trust

The UK’s largest active travel charity has unveiled a new name and brand identity, reintroducing itself as the Walk Wheel Cycle Trust. The rebrand reflects its mission to make people-powered movement – walking, wheeling and cycling – accessible to all.

Formerly known as Sustrans, the organisation traces its roots back to 1977, when a group of Bristol friends formed Cyclebag to challenge car dominance. Their first project transformed a disused railway line into the Bristol to Bath cycleway, sparking a wider cycling movement.

The group became Sustrans in 1983 and in 1995 secured a £43 million National Lottery grant that created the foundation of today’s National Cycle Network. The Network now stretches 12,000 miles across the UK and is central to the charity’s work.

CEO Xavier Brice said the rebrand clarifies the organisation’s purpose: ‘Walk Wheel Cycle Trust is still the same charity that’s been changing lives since 1977, but it’s now clearer who we are and the work we deliver. Our new name, fresh look, and exciting strategy mean we can continue to engage with communities, care for the National Cycle Network, and make active travel more accessible for everyone.’

The rebranding followed a year of research, focus groups, and testing, confirming that the charity needed a name that more directly conveyed its role. Creative agency Red Stone led the rebrand.

Looking ahead, the Walk Wheel Cycle Trust has also launched a new 25 year strategy, with three key strategic goals:

1. Building a national walking, wheeling and cycling network that brings everyone closer to the places and people they love
2. Connected thriving neighbourhoods where everyone is free to live and move with ease
3. Empowering millions to walk, wheel and cycle for their health, their wellbeing, and their world

Brice summed up the organisation’s vision: ‘By empowering people to choose how they get around we create a ripple effect – from healthier lifestyles to better places to live. With our new strategy, we’re building an unstoppable people-powered movement.’

For more information, visit www.walkwheelcycletrust.org.uk