Olympic Cyclists Launch First Athlete-Led Social Program

Paralympic champion Lizzi Jordan and seven fellow elite British cyclists are turning their medal-winning platforms into tools for social change.

The riders launched Lloyds Pedal with Purpose in April 2026, cycling's first athlete-led social impact program. Over five months, they've learned how to transform their personal passions into meaningful advocacy and action.

Each athlete chose their own cause. Jordan, who suddenly acquired a disability at 19, is working to ensure everyone can access cycling regardless of their background or ability. BMX racer Ross Cullen is channeling his energy into targeted community work. Other riders are tackling emotional support for young men and championing the role of fun and play in sport.

The program paired each cyclist with a mentor who helped develop their ideas and connect with organizations that could amplify their impact. Through workshops and one-on-one sessions delivered by the True Athlete Project, the athletes learned to overcome common barriers like lack of confidence and fear of being misunderstood.

"The program has given me a well needed boost to make a change," Cullen said. "Having a greater purpose on top of chasing medals will give me a healthy new look at sport and my role as an athlete."

The initiative builds on the partnership between Lloyds and British Cycling, now in its third year. Both organizations share a goal of making cycling accessible to people of all ages and abilities across Britain.

The Ripple Effect

This program reflects a broader shift in how British Cycling views athlete success. Performance Director Stephen Park notes that the team's 146 riders are chasing world-class performances, but their influence extends far beyond medals.

Last year alone, 65 Great Britain Cycling Team riders participated in the organization's biggest day of social impact activity, helping local community groups. Another 82 pathway riders supported food banks, cargo-bike deliveries, and bike repair shops as part of their program inductions.

Jordan said the first session felt empowering. "I now feel I have the opportunity to work towards ensuring everybody has equal opportunities, regardless of their background," she explained.

The True Athlete Project reports that 100% of athletes in previous programs saw significant reductions in barriers to social engagement by the end of their training. With those results, this first cohort of British cyclists is positioned to create lasting positive change in communities that need it most.