Cycling for transport in New Zealand is a minority activity, yet the recreational cycling market is growing. The car is the most popular choice of travel mode by far. There is a clear desire to encourage more practical cycling in New Zealand, but limited understanding of who will be the next practical cyclists and how to encourage them. This research, from July 2008 to June 2010, applied the affective design methodology to the goal of increasing practical cycling in New Zealand. A literature review revealed that overseas best practice is for integrated local cycling policies. Theories of diffusion of innovations and contemplation of change were highlighted and used to inform the project. A review of the New Zealand cycling market showed limited choice of and access to practical cycling tools. A survey of 234 New Zealand cyclists and non-cyclists demonstrated differences between the groups in perception of bicycles and cyclists, with more agreement for unfamiliar practical cyclists and bicycles. Practical workshops explored the effect of direct cycling experience on perceptions. A 'practical cycling system design model' was proposed, along with recommendations for its implementation.