Endura peddles city cycling message
The ‘Choose Life, Choose Bike’ programme has echoes of the film Trainspotting, which was set in Endura’s home town, Edinburgh, and has a tagline ‘Choose Life’.
Pamela Barclay, co-founder of Endura, said: “If Endura can play a small part in assisting the revolution that is sweeping through cities across the world then we’ll be delighted.
“Many of our employees have already abandoned their cars and cycle to work at our HQ near Edinburgh, go for lunch break rides, and are involved in our internal product testing.”
“Our goal is to encourage and nurture a bike culture well beyond the sports cycle market, particularly with the growth in electric bikes as a sustainable transport solution,” added co-founder Jim McFarlane.
The company, which was bought by Pentland in 2018, is also moving away from PTFE [Polytetrafluoroethylene plastic], going PFC-free on durable water repellents [the coating used to make fabrics water resistant] and using non-coated recyclable cardboards for hangtags and header cards.
