It is an initiative from the Department for Transport. Businesses sign up voluntarily. To sign up, they need to meet certain requirements. There have to be secure and dry locations to store the bikes in sufficient amount and in close proximity to the building; lockers, showers, and drying areas; offsetting buying costs for equipment; repair facilities and sessions; incentives or rewards of some sort to promote bicycling to work. The official website provides more detail and lists all the companies that signed up.
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