[rhys91]

There's a level of risk associated with the activity, there's no denying that. Risk mitigation factors can be applied to reduce the risk to a palatable level for a lot of people. Snow tyres, riding slowly, using lights in low light etc.

The opportunity is to convince more people that cycling is a legitimate option for a large group of people. Infrastructure investment instills confidence and further education for both cyclists and drivers help to manage that risk.

Whilst cycling in the snow might not be your cup of tea, there's a cohort of people who could consider it as a net positive to get from A to B, exercise and put less wear into the road. And we need to support those people.