With more people cycling to work, bike safety equipment – from fibre optic lights to high visibility jackets – are flooding the market. But what if the bike itself was designed to keep cyclists safe? That's the thinking behind the digitally connected Venhawks Valour smart bike.

Strava, the socially focused, GPS-powered activity tracker, has taken the fitness world by storm. It’s had an especially profound impact on the world of cycling, with thousands of riders going to extreme lengths to claim the virtual prizes it offers. But what makes the platform so addictive?

Cycling enthusiasts are known for spending large amounts on not just their bikes, but their lights and reflective clothing too. Audi is now betting that there are a handful of cyclists willing to shell out $19,450 for a road bike – a price tag that's just less than the brand's A1 car.

Whether its a hipster on their fixie, a banker on their Brompton or MAMIL (middle-aged man in lycra) on their road bike, city streets and country lanes in the UK are packed with cyclists. Around two million Brits now cycle at least once a week. What is making travelling by two wheels so popular?