This article explores the urban governmentalities that are emerging through the discursive constitution of cycling as a form of sustainable transport. It has two main aims. The first is to explore and critique the strategies and discourses used to promote cycling as a sustainable form of transport. We argue that cycling advocacy displays totalising tendencies which obscure social and cultural difference, ignore the embodied and affective dimensions of transport practices and fail in part to apprehend the heterogeneity of environmental responsibility. Our second aim is to tentatively suggest a more productive way of knowing and talking about cycling that might be constitutive of a less exclusionary affective ethical sensibility.