About Wayne & Just Cycling

Hi, I’m Wayne, and I am the Anti-Guru.

Wayne from Just Cycling

If you are a cyclist who is tired of the elitist jargon, the 'shaved legs' obsession, and the confusing world of modern bike tech, you have found your home.

I am a qualified British Cycling Road and MTB Coach and a Behaviour Change Expert. After spending over a decade at the Walk Wheel Cycle Trust, where I spent several years as the Walking and Cycling Technical Lead for the UK, I’ve mastered the behavioural science behind why people choose cars over bikes. In that role, I trained the trainers and set national policies for delivering active travel programs in schools, workplaces, and community settings. I combine that high-level expertise with years of hands-on experience working as a community 'Dr. Bike' for organisations like Nottingham Bikeworks and Ridewise, focusing on what actually matters: confidence, safety, and the simple joy of the ride.

Bridging the Friction Gap I know that the modern cycling industry can feel exclusionary. Too often, the industry treats mechanics as a "dark art" designed to exclude the novice. Bike shops can feel like an intimidating "Boys' Club". On top of that, the rise of e-bikes has left many riders fighting "Digital Overwhelm" just trying to understand their own machines.

You bought the bike because it was supposed to be the start of a healthier, greener morning, but logistical chaos and "Route Anxiety" got in the way. I am here to bridge that gap.

What We Do Differently:

  • Bike Mechanics Demystified: I provide a "No-Panic" approach to bike maintenance so you can handle your machine without fear. My goal is to help you become a completely self-sufficient rider who can explore without needing a backup plan.

  • The "No-Sweat" Commute Blueprint: As a professional behaviour change expert, I don't just give you generic advice. I provide bespoke route optimization, the professional's kit list, and a logistical shortcut to a car-free commute so you can arrive at the office looking sharp.

  • Judgment-Free Coaching: As a National Standards instructor, I guarantee a positive learning environment. This is a space where no question is too basic.

  • Immersive 4K Trails: Experience the best of Loughborough, the Midlands, and beyond with 4K/60fps visuals and Binaural 3D Audio to inspire your next weekend adventure.

No egos. Just Cycling.

Ready to ditch the traffic? Check out our free guides, visit our Unique Cycling Gift Shop, or drop me a message to map out your first week on two wheels.

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