Hundreds of keen cyclists swapped the car for a bike this morning as part of Sport Bay of Plenty's annual Go By Bike Day.
With Go By Bike Day coinciding with Valentine's Day this year's theme was "Love Me, Love My Bike".
From 7am to 9am, cyclists could visit pit stops stationed along popular commute locations, where riders could fuel up on free snacks and refreshments.
Sport Bay of Plenty communications adviser Laura Weaser said the day was a success.
"We are really pleased with how it all went," she said.
Weaser said Go By Bike Day collaborated with the Heart Foundation for the first time this year, with a pit stop at Tauranga's Red Square offering the chance for people to check their blood pressure and glucose levels.
"We had heaps of people stop at the pit stop, go to work and come back to get an accurate reading of their blood pressure and blood glucose," she said.
Stephen Dixon from Datacom, a regular Go By Bike Day rider, visited six of the eight pit stops in the Western Bay, Weaser said. "So it was very cool to see him again."
Weaser said the Harbour Bridge pit stop at the cycleway side of the marina was popular and Ngatai Rd opposite the Salt Marsh Reserve had a "huge amount" of children cycling to school.
The annual event was part of Sport Bay of Plenty's Play in the Bay Bike Month calendar, which seeks to connect the region with low-cost and free recreational activities revolving around cycling.
Sport Bay of Plenty's recreation adviser for the Western Bay of Plenty, Michelle Barns, said cycling to work was a great way to start the day.
"It eases traffic congestion as well so you are doing good for the environment as well as for yourself," she said.
Barns said today's event was an attempt to "normalise" cycling on the city's roads.
"The more we normalise cycling, the more other vehicles get used to cyclists being on the roads and it becomes more of an accepted form of transport," she said.