Trek mountain bikes have teamed up with the London Cycling Campaign (LCC) to help promote cycling in the capital city.
The programme is aimed at encouraging people to commute on bicycles to ease congestion and to protect the environment.
The scheme will be using many thousands of pounds to improve facilities for cyclists in the city as well as on awareness campaigns to promote cycling to the city's many residents.
Trek mountain bikes and the London Cycling Campaign hope that they will be able to create strategies to encourage cycling which can later be emulated by other UK cities.
Part of the reason trek mountain bikes have got so involved in the programme is that encouraging people to get involved with cycling whether it be for commuting or for leisure is a major part of the company's ethos.
The company therefore hopes that the programmes and strategies that are implemented could be a trigger for serious change in both London and the wider UK.
Trek mountain bikes will be making a donation to the London Cycling Campaign every time one of their bikes is sold in the city of London.
Whilst it isn't yet known exactly how much that donation will amount to, it could well be as much as £20,000.
The London Cycling Campaign has already assigned some of the money that will be donated.
Trek mountain bikes have a long history of supporting and encouraging cycling and encouraging the people of London to take it up for fitness and the environment as well as easing the congestion on London's roads is a very positive step that will hopefully be emulated elsewhere in the country.