A NEW seafront bicycle hire company has launched in Shanklin.

Routefifty7 secured funding from the Isle of Wight Council’s active transport innovation grant last autumn to create a new ‘pop-up’ bike hire hub based at Shanklin Esplanade.

The service aims to tap into a growing market of new and novice cyclists.

The fund is part of a £1.35 million investment from the Department of Transport's access fund for sustainable travel.

Cllr Ian Ward, cabinet member for transport, said: “I would like to congratulate Routefifty7 on securing funding for this exciting project.

"I attended the launch on behalf of the council and it is brilliant to see the pop-up bike hire hub in action.

“Shanklin Esplanade is a great location to ride for those who are lapsed or new to cycling, not to mention the great views.

"I’m sure visitors will be encouraged to add active travel to their visit and encourage others to drive less and see more of our beautiful Island.”

The IW firm already runs a bike hire business from Lower Hyde and this latest project will help promote short, easy, flat rides along the revetment to Sandown Pier and back, using part of the Red Squirrel Trail.

It will also link up with local businesses along the route, providing discounts and offers to customers.

Kevan Ansell, Routefifty7 company director, said: “There is a fantastic opportunity to use the safe environment of the revetment from Shanklin and beyond to encourage new cyclists.

"We believe our pop-up will also reinvigorate a neglected part of Shanklin, raise the profile of the bay area and impact revenue coming in to the area.”