A mobile app called Cycle.land was launched in Oxford, England, with plans to expand to London, Bristol, Edinburgh, and Cambridge. The platform allows people to borrow bikes from local individuals and shops, who set their own prices and date ranges. The website includes descriptions and photos of the bikes for rent, which include cargo bikes, folding bikes, cruisers, road bikes, bikes for kids, bikes with trailers and even a unicycle. Additionally, Cycle.land rentals eliminate the pressure to minimize use, which results from traditional bike share programs charging fees for overtime, and allows interaction with local residents and businesses.