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Watch: The Hovis Boy finally conquers that cobbled climb

Joe Robinson
15 Aug 2017

With help from Evans Cycles, the Hovis Boy has conquered Gold Hill in Dorset with the help of an e-bike

 Pushing the bike up the cobbled hill. Bread in the front basket. The no footed descent home. The Two Ronnies parody. Ridley Scott's Hovis advert was an iconic moment in television that goes remembered even 44 years on. 

Back in 1973, the poor boy had to push his bike up the steep gradient to reach Old Ma Peggoty's place. However, now with the help of Evans Cycles, the original Hovis Boy has finally managed to cycle the whole way up the climb.

Carl Barlow, now 58-years old, returned to the hill that shot to fame in 1973 44-years later, recreating the ad this time without walking. What made this possible was the help of Evans Cycles and their Pinnacle e-bike.

The cobbled climb, that reaches gradients of over 20%, would not look out of place in a Spring Classic. Barlow manages to put the motor to good use, scaling the hill almost half a century on from his first attempt.

The collaboration between Hovis and Evans is part of a wider study into how the e-bike could make more people choose to commute by bike rather than other means.

In a recent study, Evans say that with the e-bike reaching speeds of 15.5mph, the main concerns of time to make a journey and fear of arriving at work hot and sweaty could become a thing of the past. Additionally, the biggest finding was the potential financial saving of commuting by e-bike. 

With the average one-off cost of an e-bike being £1,484, Evans say that non-cycling commuters could save an annual £1,885 by ditching the trains, buses, cars and tubes and choosing the e-bike. 

The psychological aspects of riding to work were also outlined in the study, with Performance Psychologist Dr. Josephine Perry outlining the impact an e-bike could have on mental wellbeing.

'The Evans Cycles study finds that 90 per cent of us arrive at work after our commute feeling full of frustration, stress or anger and that this feeling lasts for 50 minutes on average. When we get frustrated, stressed or angry our fight or flight mechanism in our brain switches on, which releases the hormone cortisol.'

'Unfortunately, if you arrive at work with cortisol already rushing round your body and then have your usual work stresses, then your levels can remain high for a long period which can be really problematic.'

'A great solution to the stress of commuting and the benefits of exercise is to ‘actively commute’ to work. It increases the activity of mood and pleasure neurotransmitters, which make you feel more positive towards whatever is likely to be thrown at you at work that day.'

In short, riding a bike to work, including an e-bike makes your day less stressful and help you start your day with a positive outlook. With rail prices announced to be rising again, the argument to ride to work has never been so relevant. 

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