News from Shrewsbury Big Town Plan Partnership
The Shrewsbury Moves Active Travel Project, which has brought more than 200 subsidised eBikes to the town’s residents since early 2025, has been named a finalist in the Best Behaviour Change or Engagement Initiative category at the prestigious UK Active Travel Awards 2026.
The project, delivered by the Shrewsbury Big Town Plan Partnership – a collaboration between Shropshire Council, Shrewsbury BID and Shrewsbury Town Council – is shortlisted alongside major national organisations Cycling UK, the London Borough of Camden, Manchester City Council and Transport for London.
The award recognises initiatives that successfully encourage people to walk, cycle or wheel more through behaviour change programmes, community engagement, workplace and school schemes, and public campaigns.
Melissa Bruntlett, leading international cycling advocate, tested out our ebikes when she visited Shrewsbury to headline the Shrewsbury Moves Conference. (Credit: Shrewsbury BID)
Since launching, the Shrewsbury Moves Active Travel Project has helped hundreds of people embrace different modes of travel through its eBike subscription scheme, eCargo bike delivery trials for businesses, secure Cycle Pod network and the 2025’s Shrewsbury Moves Festival and Conference.
The eBike programme alone has generated over 42,000 kilometres of cycling journeys, saved more than six tonnes of CO₂ emissions and at one point boasted a waiting list of more than 800 residents eager to take part. It has now reached commercial sustainability, without the need for significant public funding, and moved from a waiting list model to an on-demand order model.
The project was funded through the UK Shared Prosperity Fund, allocated by Shropshire Council, with match funding from the Big Town Plan Partnership.
Rob Wilson, Portfolio Holder for Transport and Economic Growth at Shropshire Council, said:
“Shrewsbury is demonstrating that it punches well above its weight when it comes to offering better transport choices for its residents and different options for its businesses. The eBike scheme takes the hills out of the argument and has genuinely allowed people to change their lives for the better, and we believe this is the most successful scheme of its type anywhere in the UK.”
Claire Evans, Shropshire Council’s Programme Officer – Shrewsbury, said:
“Shrewsbury Moves has focused on removing barriers and making active travel work for everyone. The enthusiasm we’ve seen from participants and the wider community has been incredible.
“Being shortlisted for this award is recognition of the positive impact the project is having and the collaborative approach that has underpinned its success.”
Seb Slater, Executive Director of Shrewsbury BID, said:
“To be named a finalist alongside some of the biggest names in active travel is a huge achievement for Shrewsbury. Our project was built around the needs of a historic market town, tackling real barriers to active travel and helping people make practical changes to the way they travel every day so that drivers switching to cycling became a viable and positive option, instead of just an ideological aim.
“This project has shown that behaviour change can happen when you make active travel accessible, affordable and appealing. This recognition belongs to all of the partners, participants, businesses and community groups who have helped make the project a success.”
The UK Active Travel Awards recognises and celebrates the designers, engineers, policy makers, practitioners and change-makers helping to make active travel the natural choice for everyday journeys across the UK.
The winners will be announced during the Active County Cambridgeshire 2026 conference, taking place on 13-14 July.
About Shrewsbury Moves
Shrewsbury Moves is a project of Shrewsbury Big Town Plan Partnership, comprised of Shropshire Council, Shrewsbury Town Council and Shrewsbury BID. It introduces bold ideas to make our town centre more appealing for walking and cycling, offering more vibrant outdoor spaces for people to enjoy and businesses to thrive, while also revolutionising our public transport and improving access to the town by car.
Learn more about our projects: Shrewsbury Moves
