Pete, who is originally from Liverpool but currently lives in Berlin, says the British attitude to cycling - and particularly about what to wear while on two wheels - is very different to the attitudes of our Continental cousins.
"If you go to other places in Europe - in Amsterdam, or Copenhagen, or here in Berlin - people are riding around in everyday clothing," he says.
"I think people in the UK see cycling as a sport rather than a means of transport," he says, adding: "I think it creates an image of cycling that is undesirable and unattainable."
He also says the sight of a cyclist in full kit may also dehumanise them.
"When people are setting out in their full gear they don't look human. In Europe it is just a person on a bike rather than 'a cyclist'."
He says there has been a mini-revolution in what is available for cyclists to wear on rides, with specialist jeans and shirts available in lighter, more suitable materials.
"In the UK, we are associating cycling with riding the Tour de France," he adds, "and it is making it seem much harder than it should be to a lot of people."