This was my favorite:
"I know lots of people are put off cycling by feeling a lack
of safety. I am an orthopaedic surgeon and see very few
cycling-related injuries each year, but hundreds of
fractures due to osteoporosis, caused by lack of
sunlight and exercise.
Scarlett McNally, BSc MB BChir FRCS (Eng) FRCS
(Tr and Orth) MA
“



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It's a fair assumption that many in the goal group do not cycle because they feel unsafe, don't know what to wear or feel selfconscious in bike gear, don't know much about bikes etc. I don't think that's patronizing, just realistic.