At the moment an online-only, just-for-fun club open to anyone who cycles from, to or through Wheaton Aston village in Staffordshire.
Why the flower? It's the snake's head fritillary, known locally as the folfallarum, and it's the village's emblem. Meadows near to Wheaton Aston are the northernmost place in the UK where it's known to grow wild. Bet you're glad you asked!!