We must recognise that in low cycling countries our fears have a large impact on our cycling behaviour and our instincts (feelings) are poorly tuned to the real risk of cycling. To increase women’s cycling participation, we must therefore target building confidence and providing women with real cycling experience. This equates to an adaption process of venturing to try the unfamiliar and building new habits. A positive experience (enjoyment) makes it more likely that we will cycle again. A mishap in the early stages will discourage further cycling. This is why good cycle infrastructure makes a difference, as it creates a forgiving environment to cycle.