IMS Luxembourg, a non-profit corporate responsibility network, had arranged the group ride to bring awareness to and encourage companies to a greener transport alternative, especially given that some 73% of commuting trips in Luxembourg are made by car, according to 2017 Luxmobile figures. As part of the journey, a stop was arranged in front of the Grand Théâtre so the approximately 30 bikers from 12 companies could pick up goodies and information on biking initiatives in the grand duchy. 

European Mobility Week is an EU-wide campaign designed to encourage more sustainable transport. In addition to encouraging clean mobility--including biking--the week coincides with free public transportfor Luxembourg from 16-22 September. 

Following the group bike ride, IMS Luxembourg held a small conference on encouraging cycling, which included a formal presentation of its mobility guide geared for businesses.