BikeRegister partners with double Olympic gold medallist Alistair Brownlee

Double Olympic gold medallist Alistair Brownlee MBE has announced a partnership with BikeRegister, the national Police-preferred bicycle marking and registration scheme.

The announcement highlights that Alistair originally heard about BikeRegister when he worked with Leeds City Council and West Yorkshire Police to promote active travel. In July 2021, he launched a BikeRegister scheme to deter bike theft in Leeds.

Alistair comments: “Through my experience working as the Leeds Active Travel Ambassador I’ve learnt how important it is to understand and remove the challenges faced by people considering replacing car journeys with active ones. Clearly cycle theft is one of the major challenges – I think BikeRegister will be one of the major solutions.”

BikeRegister, owned by Selectamark, is used by all UK police forces to assist in the fight against bike crime. Over a million bikes are currently registered on the database, with those security marked being 83% less likely to be stolen than un-marked bikes.

Through the website and mobile app, over 1,000 searches are made on BikeRegister each day by police, retailers, and members of the public.

With Police Officers trained to actively use the BikeRegister app, they can quickly check bikes they suspect may be stolen. Every year, hundreds of stolen bikes are reunited with their true owners thanks to this process. The app can also be used when registering cycles on the database at bike marking events.

The new partnership involves a series of retail opportunities and events to promote bike marking and registration. BikeRegister will be making a donation to the Brownlee Foundation for every BikeRegister kit sold, The Brownlee Foundation is a charity set up by Alistair and his brother Jonny which hosts events across the UK which aim to encourage participation of young people in sport. https://www.thebrownleefoundation.org/

Managing Director of BikeRegister, James Brown, says: “It is a huge honour to be teaming up with Alistair, who shares our belief that thieves will only give up once they know that the majority of bikes are registered and checked by the police, the public, and retailers.”

“We are also delighted to be supporting The Brownlee Foundation, which is an amazing initiative to get children active and healthy.”

Alistair concludes: “We all have our part to play to defeat bike theft. Bike retailers, the Police, and local authorities are already helping and will continue to help the effort. Maybe a world where all new bikes sold are marked and registered, where only marked and registered bikes can be resold, and where bikes being spot checked by crime enforcement isn’t too far away.”

Bike shops are able to pe-register brand new bikes prior to collection, on behalf of customers, which adds a valuable and practical security element to the new bike day experience.

To contact BikeRegister click here.