More proof of cycling’s growing mainstream appeal, this time with news that a cycling chat show is to be broadcast on ITV4, starting at 8pm on Monday July 23.

The Cycle Show is an series of eight weekly shows, each half-an-hour long, which will be presented by Graham Little, with support from three-time Olympic track cycling medallist Rob Hayles and cycling fashion designer Anna Glowinski. It will be filmed on Sundays at the Look Mum No Hands cycling café in London’s Old Street.

Produced by Century TV, the company behind the Tour of Britain and Halfords Tour Series highlights for ITV, and sponsored by Chain Reaction Cycles, the show promises “the latest cycling news and includes features with a two-wheeled theme, from Top Gear style challenges to technical features. With riding adventures and interviews with cycling legends, The Cycle Show looks at the lifestyle and fashion as well as the sport, across all disciplines.”

The show will be repeated on Saturdays at 5:30pm and on Sunday mornings, and it will be available on ITV4+1 as well as ITV Player.

Century TV managing director Rohan Browning said: “We’d really like to thank all of the people who have believed in and backed this series, particularly our sponsors Chain Reaction Cycles.

“We feel that there is a real gap in the market for a programme such as this and we’re looking forward to getting the show underway. ITV4 are an ideal partner for a programme such as this and it will really compliment their cycling portfolio.”

Chain Reaction Cycles marketing manager Damien Duggan added: “This is another positive signal that cycling is finally hitting the mainstream, so we’re delighted to be supporting such an exciting new show.

“The beauty of The Cycle Show is that it’ll appeal to a wide range of viewers, and with its debut to coincide with the start of the London 2012 Olympics we hope it’ll inspire more people to discover the joys of riding.”