Participants &Morgen &Morgen gets the wheels turning by helping government institutions solve their business cases concerning mobility in and accessibility of cities. Delivering original, sustainable and practical solutions and getting all the relevant stakeholders to cooperate: that’s what &Morgen stands for. They understand the ‘chicken-and-egg’ predicament: “People don’t cycle because there are no cycling tracks, but…, if you make cycling tracks, how do you know people will actually start using them?” The solution: a combined strategy of intelligent infrastructure design (hardware) and a proven campaign for cycling encouragement (mindware). Set up a cycling campaign with rewards, battles and events to celebrate cycling and showcase the benefits. Over 14 local governments and more than 350 employers have already embraced this campaign to realize lasting different commuter behavior.