A stint in the saddle could result in a French holiday or new bike for people who sign up to a new Royal Borough-backed fitness initiative.
The Maidenhead Cycle Challenge calls on the public to cycle for just 10 minutes or more in three weeks to improve their health and reduce harmful carbon emissions.
It has been launched by the borough along with Love to Ride and Challenge for Change groups.
DNA Cycles in the High Street is backing the drive to promote transport on two wheels and offering a bike as part of a prize draw.
A week's cycling holiday in French Alps and 200 Odeon cinema tickets are also up for grabs.
Challenge manager Holly Seear and her team were in the High Street on Tuesday armed with an exercise bike to promote the challenge.
Passers-by and the Deputy Mayor of Windsor and Maidenhead, Cllr James Evans, had a speedy 30 second spin on the bike and their scores were marked on a board.
Holly said: "Cycling reduces the traffic and frees up parking spaces and it contributes to a healthier, fitter workplace and less absences.
"It’s a way to do your bit for the environment while getting your cardiovascular exercise."
The challenge team are hoping to reach a target of 250 participants, doubling the number of people who signed up last year.
The campaign is running from Monday, June 30, to Sunday, July 20.
Cyclists can also download a mobile phone app which tells them how many calories they have burnt and carbon emissions saved.
"The beauty of the challenge is its simplicity," added Holly.
"Riding for just 10 minutes might not seem like a lot but it really can be a stepping stone to something a little more life-changing."
Visit lovetoride.net/maidenhead to sign up for free.
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