Boris Johnson's Cycle Friday scheme has been scrapped after the total number of Londoners taking place dropped to just five.
At one meeting place just one Londoner turned up and at five others the rides were cancelled due to no Londoners turning up at all.
After a second week of no-shows, the Cycle Friday project was scrapped with Boris admitting that turnout had been "far lower than planned."
The scheme whereby Boris and a team of "marshals" guide novice cyclists to work ran for a limited period last year.
The mass of publicity that accompanied the scheme included television coverage, a celebrity prize and "twitter cards."
This resulted in less than a hundred Londoners taking part each week, with City Hall even resorting to massaging the figures.
Despite this, the scheme was resurrected this year, but this time with the bright idea of paying for no dedicated publicity at all.
Here's the result:
Cycle Fridays will now be replaced with a new scheme whereby riders register their interest in advance with rides only taking place "in response to sufficient levels of demand."
With "sufficient levels of demand" presumably meaning "more than none."
Liberal Democrat Assembly Member Caroline Pidgeon said today:
"After last year's flop of Cycle Fridays and the dismal figures for this year's events it should be obvious to the Mayor and Transport for London that guided cycle events simply aren't working."Insetad of flogging an idea that isn't working Transport for London should concentrate on making the roads safer for cyclists and ensuring that cycle superhighways and cycle routes are kept clear."
Earlier this week the Mayor launched the first two of his "Cycle Superhighways."
When completed the lanes will cost London an estimated £168 million.
Let's hope they work a bit better than Cycle Fridays did.