It's MY Bike

4. Psychology + Technology = Solution

The first line of defence is our It's MY Bike brand. It is the clearest statement of ownership in the English language.

It is designed to tell a potential thief, in BIG RED CAPITALS that you have taken responsibility for your property and have taken measures to secure it. This, of itself, will reduce the chance of your bike being stolen.

The microchips can be fitted on each wheel under the tyre with the It's My Bike label on the frame. Alternatives are under saddles, bike bar ends or under grips. Chips can also be fitted to accessories such as panniers.

They will have to use their phone to find the chips and then gouge them out of position. Everytime they scan the chip it will automatically send an email to the owner saying it is being scanned and information about the phone is stored in our database.

Another problem for a thief is that the phone NFC scanner will only give an approximate position for the chip. To be sure of getting it out means virtually destroying the bike.


Before they sell the bike on they will have to repair the damage they have caused in removing the security. This takes it well outside a thief's comfort zone.

To maximise the deterrent effect it would be wise to publicise the fact that It's Mine has been deployed.

In the longer term we want to reduce the market for stolen bikes. We are planning to launch the 'Stop IT' campaign to get people to sign up and commit to 'not' buying stolen goods. We will be looking for feedback from cycling organisations to get their buy in before we do anything. Again we are borrowing a psychological principle about dishonesty from behavioural economics which you can find more about here


We will also think that Police should consider charging people who buy stolen bikes or accessories. At present the Crown Prosecution Service are reluctant to prosecute because of the difficulties in proving that someone knew they were buying something that was stolen. However we believe that naming and shaming a few in court would work wonders as a deterrent. The existing legislation is hopelessly out of date.

Our Approach