Sustrans has become the Walk Wheel Cycle Trust, and with the name change, the organisation has also published its new strategy.
Sharing the news via LinkedIn, Walk Wheel Cycle Trust CEO Xavier Brice outlines that the name change reflects shifting roles and changes in the wider environment in which the organisation works.
New name. Familiar focus.
As part of the rebrand, the organisation makes it clear that it remains focused on “Making it possible for every one of us to roll, ride, amble, gambol, stroll, stride, trek and tread. And today, we’re gearing up to do more than ever.
“Uniting under a new name and a renewed mission to deliver more joy per journey, more peace per pedal, more smiles per mile. To work with communities to effect change on the ground and evidence the impact to influence policies that push those changes further. It’s grassroots action with added oomph. We call it people-powered movement.”
Brice further outlines:
We will be talking more about this over the coming weeks, and saying more about our three goals through which we, by working with others, will realise our purpose of making it possible for everyone to walk, wheel and cycle:
First, building a national walking, wheeling and cycling network – continuing our custodianship of the NCN and with thousands of other organisations and individuals, transforming it so it brings everyone closer to the people and places they love.
Second, connected thriving neighbourhoods where everyone is free to live and move with ease – with three focus areas: schools and children; new homes and buses and trains.
Third, empowering millions to walk, wheel and cycle for their health, their wellbeing, their world – this means inclusivity, i.e. safe, accessible and affordable for everyone; influencing decision makers so this is a public priority across political divides; building a movement of millions of people behind us.
We will only realise these by working with others, as has been the case for the last 47 years, and as was the case in developing our strategy.
A big thank you to all involved at the Walk Wheel Cycle Trust. To our young persons panel and expert panel, and to all stakeholders who fed in. To Oliver Wyman and Chris Allchin for their pro-bono support at the start, and to Red Stone for their great work with us on the new brand.
