13:04 16 June 2009
It's an alarming fact that one in three UK households are now 'bike-free', a figure that professional cyclist Sir Chris Hoy is highly concerned about.
So much so, that the four-time Olympic gold medallist has launched a nationwide campaign to encourage Brits to get back on their bikes.
Coinciding with National Bike Week, the 'Get On Your Bike' campaign comes in response to a major new report highlighting the decline of cycling in millions of homes across the UK.
Despite massive success at last year's Olympics, an astonishing one in three households across the UK are now bike-free zones. Three quarters (74%) of Brits admit that watching TV and playing computer games has now replaced learning to ride a bike as a key part of childhood.
According to the research by Kellogg's Bran Flakes, parents on average have spent double on computer consoles and games than they have on bikes or cycling equipment. Worryingly, over one in ten (13%) British parents have never taught their children how to cycle at all.
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