It’s modelled on the Cycling Embassy of Denmark and the recently established Dutch Cycling Embassy.
However, where they promote an already established bicycle culture with infrastructure design that, whilst not always perfect, has had proven success, we have a car culture with cycle infrastructure that is largely circuitous, dangerous and unfit for purpose.
So our Embassy is more aimed at representing the interests of people who ride bicycles and would like to ride bicycles to our own governments, national and devolved.
Also, we like Ferrero Rocher.