What Choose How You Move does

Choose How You Move (CHYM) is a publicly funded partnership project between Leicester City Council and Leicestershire County Council, supported by the UK Department for Transport. It operates as a single, council-backed information and engagement portal (choosehowyoumove.co.uk) covering active and sustainable travel across Leicester City and the seven districts of Leicestershire — Blaby, Charnwood, Harborough, Hinckley and Bosworth, Melton, North West Leicestershire, and Oadby and Wigston. The programme is positioned as a one-stop shop for residents, schools, businesses, community groups and parish councils, offering journey planning, walking and cycling maps, events, Bikeability training, personalised travel plans and stakeholder forums.

The product portfolio includes the Choose How You Move web portal and journey planner, the BetterPoints rewards challenge, the Leicestershire e-bike scheme (with £300/£600 purchase reimbursement) and the Leicester Wheels to Work e-bike hire scheme, the Leicestershire Bike Bank, the Leicestershire FoxConnect on-demand bus service (operated by Centrebus, LA Travel and Premier Taxis via a Via/LYD-powered mobile app across multiple county zones), secure cycle parking hubs at St Margaret's, Town Hall Bike Park and East Midlands Railways stations, the Active Travel Schools Programme (Scootability, Gearing You Up) and Bikeability training, the Cycling, Walking and Wheeling Forum, community roadshows, the Walk Leicester Discovery Walks programme, the Passenger Transport User Group, the Sustainable Modes of Travel Strategy, and CHYM e-newsletters. Underlying technology is a WordPress CMS with Google Analytics 4, plus third-party integrations (BetterPoints, Via/LYD, GaldstoneGo, Eventbrite, dotmailer, NewZapp, Modeshift STARS, Living Streets, what3words, Traveline).

Revenue is primarily grant-funded by the Department for Transport via the two local authorities, with only modest direct user income streams: £45/month Wheels to Work e-bike hire, £10/year cycle hub membership, £2–£4.10 per FoxConnect journey, a £3 single bus fare cap promotion, and limited e-bike training course fees. Go-to-market is community-led and event-driven, combining an owned website, social media, e-newsletters, free community roadshows, school visits, the Cycling Walking and Wheeling Forum and direct email/phone enquiry handling. The entity is a public-sector partnership rather than a standalone investable company: it has no private shareholders, cap table, or separately disclosed revenue.

Name

Choose How You Move

Legal name

Choose How You Move (operated by Leicester City Council and Leicestershire County Council)

Website

https://choosehowyoumove.co.uk

Company type

Private

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Choose How You Move is a publicly funded partnership between Leicester City Council, Leicestershire County Council and the UK Department for Transport, providing an active travel information portal, e-bike schemes, demand-responsive bus services, schools programmes and community engagement for residents across Leicester and Leicestershire.

Ownership category

akta.pro rank

Product category

Sustainable Transport Services

NAICS

Special Needs Transportation (485991)

SIC

Transportation Services (4700)

akta.pro primary industry

Ground Transportation & Transfers Coordination (HSACAKAD)

Keywords

• Active travel services
• Sustainable transport portal
• Demand-responsive transport
• Journey planning tools
• E-bike hire scheme

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Department for Transport Grant Funding: Core funding for the Choose How You Move programme is provided by the UK Department for Transport via Leicester City Council and Leicestershire County Council as a long-term public sector grant supporting active travel promotion and sustainable transport schemes.
2. Leicester City Council & Leicestershire County Council Co-funding: Direct funding and in-kind resourcing from the two partner local authorities for staff, programme delivery, school engagement, e-bike training, FoxConnect demand-responsive transport and BSIP-aligned schemes.
3. Wheels to Work E-bike Hire: Recurring hire fee of £45 per month for a six-month e-bike rental programme targeted at Leicester residents in work, education or training; includes a refundable deposit.
4. FoxConnect Demand-Responsive Bus Fares: Per-journey fare income from the Leicestershire FoxConnect on-demand bus service at £2 to £4.10 per trip, contactless only (cashless payment on board or via app), concessionary travel accepted.
5. Cycle Hub Membership Fees: Active Leicester Cycle Hub membership fee of £10 annually for access to secure cycle parking at St Margaret's Cycle Hub, Town Hall Bike Park and East Midlands Railways cycle hubs (free for first 12 months for new sign-ups).
6. Community Engagement & Sponsorship Activity: Free community roadshows delivered across Leicestershire funded via partner council budgets and DfT sponsorship; supported by BetterPoints rewards programme and partner organisations providing resources, freebies and event content.

Pricing tiers

Go-to-market motion5 records

Distribution channels10 records

Marketing channels10 records

Core offering

Choose How You Move is a publicly funded travel portal and engagement programme for Leicester and Leicestershire that provides active travel information, a journey planner, e-bike hire and reimbursement schemes, the Leicestershire FoxConnect on-demand bus service with a dedicated mobile app, secure cycle parking hubs, school cycle training (Bikeability, Scootability, Gearing You Up), community roadshows, a BetterPoints rewards challenge, and Personalised Travel Plans for residents. It is operated jointly by Leicester City Council and Leicestershire County Council with funding from the Department for Transport.

Product overview

Choose How You Move (CHYM) is a public-sector partnership project between Leicester City Council and Leicestershire County Council, funded by the Department for Transport. It is delivered as a single integrated web platform (www.choosehowyoumove.co.uk) hosting a journey planner and a portfolio of sub-products and programmes: the BetterPoints rewards challenge, the Leicestershire e-bike scheme and Wheels to Work e-bike hire scheme, the Leicestershire Bike Bank, the multi-zone Leicestershire FoxConnect on-demand bus service and its Via-powered FoxConnect mobile app (covering South West, North West, Market Harborough and Melton zones), secure cycle parking hubs (St Margaret's, Town Hall Bike Park and East Midlands Railways hubs), the Active Travel Schools Programme (Scootability, Gearing You Up) and Bikeability cycle training, the Cycling Walking and Wheeling Forum and Community Roadshows, Personalised Travel Plans, Walk Leicester Discovery Walks, the Passenger Transport User Group, the Sustainable Modes of Travel Strategy, and CHYM e-newsletters (Leicester city on dotmailer; Leicestershire on NewZapp). Bookings for e-bike training and group walks route through Eventbrite, while subscriptions and analytics rely on NewZapp, dotmailer and Google Analytics.

Differentiator

Problem solved

Functional benefit

Brands

• Leicestershire FoxConnect: On-demand digital demand-responsive bus service run across multiple zones in Leicestershire (Melton, Market Harborough, South West, Hinckley & Bosworth / North West Leicestershire), bookable via a dedicated app or telephone booking line.
• Leicestershire Bike Bank

Products and services

• Choose How You Move Website and Journey Planner Core web portal and journey planner providing one-stop travel information for Leicester and Leicestershire covering walking, cycling, public transport, Park & Ride, driving and community transport, plus events, business and schools programmes.
• Leicestershire e-bike Scheme Free e-bike training and try-out sessions delivered in partnership with Active Travel England, followed by a £300 (or £600 for adaptive bikes) reimbursement against the purchase of an e-bike from a registered supplier; attendees also earn 1,000 BetterPoints rewards.
• Wheels to Work E-bike Hire E-bike hire scheme offering Leicester residents aged 16+ who are in work, education or training the chance to hire an e-bike from the Town Hall Bike Park for £45 per month over six months, subject to eligibility and deposit.
• Leicestershire Bike Bank Donation and redistribution scheme collecting used children's bicycles (ages 9+) through donation stations and home collections, refurbishing them via an HMP Stocken rehabilitation programme and redistributing them to schools and active travel projects via Active Together's 'Set, Pedal – Go!' programme.
• Leicestershire FoxConnect (South West zone) On-demand digital demand-responsive bus service covering South West Leicestershire settlements (Cosby, Huncote, Sapcote, Stoney Stanton, Broughton Astley, Narborough, etc.), connecting to Fosse Park, Enderby Park & Ride, Narborough and Hinckley rail stations; bookings via the Leicestershire FoxConnect app or telephone line 0116 216 7756; operated by Centrebus, Monday–Saturday 06:00–19:30.
• North West Leicestershire FoxConnect (Zones 8, 9, 11) On-demand digital demand-responsive bus service across three zones in North West Leicestershire covering Coalville, Ibstock, Measham, Atherstone, Market Bosworth and East Midlands Gateway, with interchange points for onward travel; operated by LA Travel, Monday–Saturday 06:00–19:30; bookings via app or call centre.
• Market Harborough FoxConnect (Zones 3–7) On-demand digital demand-responsive bus service across five zones connecting Market Harborough, Oadby, Billesdon, Kibworth, Houghton on the Hill, Uppingham, Lutterworth, Countesthorpe and Thurmaston; operated by Premier Taxis (zones 3–4) and Centrebus (zones 5–7); bookings via app or call centre.
• Melton FoxConnect (Zones 1 & 2) On-demand digital demand-responsive bus service across two zones covering rural communities around Melton Mowbray (Bottesford, Waltham on the Wolds, Buckminster, etc.) and Syston; bookings via app or call centre.
• Leicestershire FoxConnect App Cross-platform mobile app (iOS/Android) for booking on-demand FoxConnect journeys across Leicestershire zones; offers interactive map, location search, favourite locations, payment methods, scheduled rides, journey notifications and history; powered by Via's RideWithVia platform.
• BetterPoints Rewards Challenge Rewards programme (delivered via the BetterPoints mobile app) that lets Leicester and Leicestershire residents earn points by walking, running and cycling; points can be redeemed for high-street vouchers or donated to charity; the Choose How You Move challenge runs as a themed programme on the BetterPoints platform.
• Active Leicester Cycle Hub Membership (St Margaret's, Town Hall Bike Park, East Midlands Railways Hubs) Annual membership (£10/year, first 12 months free) granting secure cycle parking access at St Margaret's Cycle Hub (50 bicycles, 2 disability scooters), Town Hall Bike Park (up to 200 bicycles and e-cycles) and East Midlands Railways cycle hubs across Leicester, Loughborough, Nottingham, Sheffield and Lincoln via key fob / Active Leicester card.
• Active Travel Schools Programme (Scootability and Gearing You Up) Sustainable travel programme for Leicestershire schools delivering Scootability scooter-safety sessions to Year 2 pupils and Gearing You Up transition sessions to Year 6 pupils moving to secondary school; includes cycle maintenance and map-reading activities.
• Bikeability Cycle Training Free national Bikeability cycle training programme (Levels 1–3) delivered to Leicester and Leicestershire primary schools by qualified instructors, funded by the Department for Transport.
• Personalised Travel Plan Bespoke consultation-based service for Leicestershire (non-city) residents that maps walking, cycling, bus and Park & Ride routes tailored to the user's location, lifestyle and destinations, drawing on the project's local transport knowledge and tools.
• Walk Leicester Discovery Walks (Group Walks) Free guided group walks of 30–90 minutes and 1–4 miles led by friendly Walk Leaders, covering city streets, parks, green spaces, waterways and themed/seasonal routes (heritage, wildlife, tree tours); bookings via Eventbrite.
• Supported Bus Services Timetables Central timetable listing for Leicestershire County Council supported bus services (Arriva, Centrebus, Kinchbus, Blands), with downloadable PDFs and links to operator pages for services such as LC1–LC17, MC1–MC5 and HC1–HC4.

Quantifiable outcome

• Up to 200 bicycles and e-cycles can be parked at the Town Hall Bike Park secure hub
• +6 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature6 records

Partnerships

24 partnerships are on record, tiered flagship, major and minor.

• Leicester City CouncilflagshipStrategic or Co-development PartnerFounding co-delivery partner of the Choose How You Move programme with Leicestershire County Council. Owns and delivers the City Council side including Customer Services (0116 454 1000), Active Leicester cycle hubs, Ride Leicester and Walk Leicester newsletters (via dotmailer), and city school engagement.
• Leicestershire County CouncilflagshipStrategic or Co-development PartnerFounding co-delivery partner. Owns the county-side delivery including the Leicestershire e-bike scheme, Modeshift STARS schools programme, BSIP delivery, Enhanced Partnership with bus operators, FoxConnect demand-responsive transport and customer services (0116 305 0002).
• Active Travel EnglandmajorStrategic or Co-development PartnerCo-funds the Leicestershire e-bike scheme and supports the Cycling, Walking and Wheeling Forum. Cited by the Council as a key national partner for active travel engagement.
• BetterPointsmajorTechnology or IntegrationPowers the Choose How You Move rewards challenge, allowing residents to earn points for walking, running and cycling via the free BetterPoints iOS/Android app. 1,000 BetterPoints reward offered for Leicestershire e-bike course attendance.
• East Midlands RailwaysmajorChannel Partner/ Reseller/ DistributorDelivers and manages the secure Cycle Hub scheme at Leicester Railway Station and Loughborough Railway Station, with £10 key fob providing access to cycle hubs across Nottingham, Sheffield and Lincoln.
• Active Leicester (Leicester City Council)majorOEM/ Whitelabel/ Licensing PartnerOperates the GaldstoneGo platform that hosts the Active Leicester Cycle Hub membership scheme used for access to St Margaret's Cycle Hub and Town Hall Bike Park.
• Arriva MidlandsmajorChannel Partner/ Reseller/ DistributorMajor commercial bus operator participating in the Leicestershire Enhanced Partnership, operating supported bus routes (Service 7/7A, 8, 11, 15, 16/16A/x16, 28, 56/56A, 84, X84, 153, LC12-17) and leading revisions in Oadby, Wigston, Blaby, Hinckley, Coalville and NW Leicestershire.
• CentrebusmajorChannel Partner/ Reseller/ DistributorMajor commercial bus operator in the Enhanced Partnership, operating Leicestershire supported routes (LC1, LC3-LC8, MC1-MC5, HC1-HC4, LC17 trial), and operating the South West Leicestershire FoxConnect service and Harborough FoxConnect zones 5-7.
• KinchbusmajorChannel Partner/ Reseller/ DistributorCommercial bus operator running Loughborough town services (Service 3, Service 2 and Service 5, Service 12), enhanced via BSIP trial funding. Partner within the Leicestershire Enhanced Partnership.
• Leicestershire Enhanced Partnership Operators (Roberts Travel Group, Trent Barton, First Leicester, National Express, Stagecoach, CT4N, Diamond East Midlands, Nottingham City Transport, Central Connect)majorChannel Partner/ Reseller/ DistributorMembers of the Leicestershire Enhanced Partnership (Leicestershire Buses) committing to coordinated service changes on agreed dates and Euro VI low-emission vehicles on the B4114 corridor from April 2024.
• LA TravelmajorChannel Partner/ Reseller/ DistributorOperates the three North West Leicestershire FoxConnect demand-responsive transport zones (Zone 8 Coalville/Ibstock/Market Bosworth, Zone 9 Atherstone/Measham/Market Bosworth, Zone 11 Coalville/Castle Donington/East Midlands Gateway).
• Premier TaxisminorChannel Partner/ Reseller/ DistributorOperates Market Harborough FoxConnect zones 3 and 4 (Thurmaston, Somerby, Billesdon, Houghton on the Hill, Oadby and Kibworth).
• Via (LYD Technology)majorTechnology or IntegrationUnderlying demand-responsive transport platform provider for the Leicestershire FoxConnect app (Google Play package com.ridewithvia.lyd.leicestershire).
• Bikeability (Department for Transport programme)majorStrategic or Co-development PartnerNational DfT-funded Bikeability programme delivered free to Leicester and Leicestershire primary schools via qualified cycle instructors. Delivered jointly by Leicester City Council ([email protected]) and Leicestershire County Council ([email protected]).
• Modeshift STARSmajorStrategic or Co-development PartnerNational school sustainable travel accreditation scheme (Approved, Good, Very Good, Outstanding) offered free to all participating schools, with new Travel Plan generation on registration.
• Living StreetsminorStrategic or Co-development PartnerNational walking charity providing the WOW Tracker / Travel Tracker tool for schools and the Walk to School resources used by the Leicester City schools programme and Getting to School toolkit.
• SustransminorStrategic or Co-development PartnerCycling and walking charity providing school travel resources, Big Walk and Wheel, and a Going Back to School guide used in the Leicester City schools programme.
• Leicester Women's VelominorGTM or Marketing PartnerLocal women's cycling club promoted through the Choose How You Move Women's Cycling page, encouraging women to take up cycling in Leicester.
• Leicester Forest Cycling Club (LFCC)minorGTM or Marketing PartnerLocal cycling club promoted via the Choose How You Move Women's Cycling page, offering women-only cycling opportunities.
• Wheels for AllminorStrategic or Co-development PartnerNational adapted cycling programme referenced as a partner for residents who need specially adapted bikes and not within CHYM's own offering.
• HMP Stocken PrisonminorImplementation/ SI/ Consulting PartnerPartners on the Leicestershire Bike Bank to refurbish donated children's bicycles, helping people gain skills and give back to the community.
• Active TogetherminorStrategic or Co-development PartnerDelivery partner running the 'Set, Pedal - Go!' Learn to Ride programme and the Leicestershire Bike Bank donation scheme targeting children most in need across county schools.
• British CyclingminorStrategic or Co-development PartnerNational governing body referenced for the HSBC UK Ready Set Ride programme supporting balance bike progression in primary schools.
• Leicestershire and Rutland Sport (LRS)minorStrategic or Co-development PartnerActive Together campaign partner collaborating with Leicestershire County Council on targeted primary school engagement using obesity and accident data to promote active travel.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sustrans: National walking and cycling charity that designs and funds active travel infrastructure and school engagement programmes (e.g., Big Walk and Wheel). Sustrans appears in CHYM's own partner list and is a thematically adjacent, not directly competitive, peer given its UK-wide remit and grant-making role.
• Living Streets: National walking charity behind WOW (the year-round walk to school challenge) and the WOW Tracker tool. Already a CHYM delivery partner for schools engagement and a directly comparable mission-led active travel organisation at a national level.

Others

• BetterPoints: Behaviour-change rewards platform whose app powers the Choose How You Move rewards challenge. Comparable as the technology layer behind CHYM's incentive programme, with a wider UK local-authority customer base including other councils' active travel schemes.
• Via Transportation: Provider of the demand-responsive transport software that powers the Leicestershire FoxConnect app and equivalent DRT services in other UK and US cities. Adjacent, enabling peer as the underlying platform vendor for CHYM's most distinctive digital product.
• Modeshift STARS: National schools sustainable travel accreditation scheme that CHYM uses to onboard Leicestershire schools. Functions as a programme/standards peer in the school engagement space rather than a direct competitor, with multiple UK councils as customers.

Direct peers

• West Yorkshire Combined Authority: West Yorkshire's combined authority delivers the Mayoral Bike Network, Active Travel Fund schemes, supported bus services and a journey planner. Comparable to CHYM in the way it bundles active travel promotion, bus enhancement and DfT-aligned capital delivery under one organisation.
• Transport for Greater Manchester (TfGM): Combined authority running the Bee Network, integrating buses, trams, cycling and active travel under a single brand with journey planning and DRT pilots. Highly comparable operating model — a single public-sector body delivering integrated transport information and bus reform across a city-region.
• Transport for West Midlands (TfWM): Statutory regional transport authority delivering multi-modal journey planning, bus network reviews, demand-responsive transport pilots and active travel programmes across the West Midlands. Closest functional analogue to CHYM's combined journey planner, bus reform and active travel remit, but at a larger metropolitan scale.

Broad incumbents

• South Yorkshire Mayoral Combined Authority: Runs the South Yorkshire Active Travel programme, supported bus and tram services, and school engagement. Direct overlap on the active travel and bus-improvement remit, though it is a larger combined authority with a tram network CHYM does not have.

Regional players

• Cambridgeshire County Council – Travel for Work: Operates a county-wide active travel and e-bike offer, including Guided Cycle Tours, e-bike try-before-you-buy and personalised travel planning for rural Cambridgeshire residents. Very similar in scope and rural/county-council delivery model, but serving a different East of England geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CHYMLeics
• YouTubeyoutube.com/watch?v=CkfCFuI73IE
• Facebookfacebook.com/ChooseHowYouMove
• Instagraminstagram.com/choosehowyoumove_
• LinkedInlinkedin.com/company/chymo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choose How You Move