The new name for Sustrans is Walk Wheel Cycle Trust. But we're still the same charity making it possible for everyone to walk, wheel and cycle. But why did Sustrans change it's name? Find out more about this change and what our new name means.
From Cyclebag to Sustrans to Walk Wheel Cycle Trust: we're still the same charity that’s been changing lives since 1977.
Almost 50 years ago, a small group of people in Bristol came together with a bold idea:
To make it easier, safer and more joyful for people to walk, wheel and cycle.
They called themselves ‘Cyclebag’.
With the help of incredible people just like you, that small group grew into a UK-wide movement.
In the 1980s, 'Cyclebag' became 'Sustrans', reflecting our growth from a local action group to a national charity.
And now, years later, we’ve evolved again, changing our name to Walk Wheel Cycle Trust.
Why did we change our name?
The name ‘Sustrans’ has served us well over the years.
It's earned a lot of respect and recognition from people who support and work with us.
However, we found that our name was also a barrier for many people.
It has different connotations now than it did when it was first created.
Many colleagues, supporters and members of the public have questioned our name over the years, asking what it means and whether it is still appropriate today.
Our research also showed that a clearer name would help more people understand who we are and what we do.
This year, we shared our new strategy, which clearly outlines what we want to achieve in the next five years and beyond with some bold strategic goals.
One of the ways that will help us achieve our goals is a clearer, more engaging, and more accessible brand.
And a clearer name to go with it - one that describes exactly who we are and what we do.
How did we come to a decision?
Before deciding to change our name, we conducted research and tested different ideas.
We approached this decision with care, making sure we listened to lots of people's thoughts and feedback.
We used the results from testing with colleagues, supporters, volunteers, policy makers, corporate partners, and new audiences unfamiliar with 'Sustrans', to develop the best recommendation for a new, clearer name.
Wheel Cycle Trust is still the same charity you know and love that’s been changing lives since 1977.
But who we are and the work we deliver is now much clearer.
Our new name, fresh new look and exciting strategy mean we can continue to engage with communities, care for the National Cycle Network and go further in making walking, wheeling and cycling more accessible for everyone.
Credit: Brian Sweeney/Walk Wheel Cycle Trust
Why are we using the word 'wheel' our name?
We use the term 'wheeling' alongside 'walking' for people who use a wheelchair or mobility scooter.
While many wheelchair and mobility scooter users identify with the term 'wheeling', others prefer 'walking'.
So we decided to use both words in our name - alongside cycling which will always be a way to travel that remains important to our purpose - to make sure our name includes those who wheel, as well as people who walk or cycle too.
Walk Wheel Cycle Trust wants to make walking, wheeling and cycling a safe, joyful and useful way to travel for everyone.
But to do this we need to understand the impact of how we communicate and the language we use.
Xavier Brice, our CEO explains how and why we're now using the term wheeling to ensure that wheelchair and mobility scooter users aren't excluded.
And with 'wheel' now in our name, we make it much clearer what we do.
We believe everyone should have the right to walk and wheel, and feel safe, comfortable and welcome while doing so.
For more information about the term 'wheeling', take at look at the helpful explanation by Wheels for Wellbeing.
