Prior to Cycle Alert, Peter Le Masurier earned a living as a Matrimonial Lawyer. The traditional career path, however, was never one that most appealed to Peter and his insatiable appetite for entrepreneurialism eventually led him to create Cycle Alert. Having enjoyed success in a number of ventures ranging from spearheading an online travel company to overseeing businesses in children’s entertainment, property and environmental initiatives, it was his interest in cycling and technology that paved the way for Cycle Alert.

Cycle Alert’s inception occurred after the co-founders heard of a story of a cyclist death following a collision with a HGV on a roundabout. Compelled to combat the issues of road safety and awareness, Peter set about laying the foundations of what would become Cycle Alert. Peter felt his knowledge of technology as well as an understanding of the challenges HGV drivers face when sharing the road with cyclists gave him the perfect credentials to create a cycle detection system.

Armed with a product that has the ability to drastically reduce the number of cycle and lorry related fatalities and serious injuries on the road, Peter Le Masurier’s vision for Cycle Alert is to combat the risks of using UK roads and to educate all road users on how to practice safe transit.

ASH Wireless and Steve Braithwaite - Product Design and Development

ASH Wireless is an electronics design and production company specialising in using low power wireless technology. Formed in 2001 and based in Southampton, ASH works with clients in fields study as aerospace, transport, industrial and consumer electronics. In addition to the expert consulting team at ASH, the company works with long-term product design and manufacturing partners to provide a service from product concept to production.

ASH’s MD, Steve Braithwaite, has been involved over the years in satellite communications, start-ups in rural communications, and university research and teaching. He still teaches some courses at the world-leading Electronics group at the University of Southampton. Steve is a keen cyclist and singer, as well as being part of a recent winning team on BBC’s Eggheads quiz programming.

Steve is the tall one, just in case anyone was confused.  He is also a keen cyclist!