Slimmed down Sustrans extends its name

Active travel charity Sustrans has changed its name to Walk Wheel Cycle Trust. Alongside the name change and new branding, the charity has launched a five-year strategy, with key focuses on “building, connecting and empowering”.

Targets laid out in the new strategy include creating thriving communities where people can move with ease, and making walking, wheeling and cycling accessible, safe and an easy choice for everyone.

The Trust is the custodian of the National Cycle Network, which covers 12,000 miles across the UK. It has reaffirmed its aim to have delivered 1,000 new and improved miles by the end of 2030.

The charity’s new name and branding follow a year of research, focus groups and testing which showed people wanted a clearer, more accessible name which immediately made it clear what it does.

Over the past year the charity has made 20% of its workforce redundant, including a “restructure” at senior level, due to a drop in funding (LTT910).

Chief executive Xavier Brice said: “Walk Wheel Cycle Trust is still the same charity that’s been changing lives since 1977 but it’s now clearer who we are and the?work we deliver. Our new name, fresh look and exciting strategy mean we can  continue to engage with communities across the UK,?care for the National Cycle Network?and go further in making walking, wheeling and cycling more accessible for everyone.”