This paper reviews the current socio-cultural and political state of cycling in Brazil and the policies and activities over recent years that have aimed to reverse its marginalisation. In particular it focuses on the city of Pelotas in the southern state of Rio Grande do Sul and the significant societal and material transformations that are causing conflict and dissonance in relation to the future role of cycling on city streets. Using a combination of empirical evidence from existing literature; a focus group with members of the cycling stakeholder forum; interviews with planning officials whilst observing cycle infrastructure; interviews with participants whilst taking part in a ‘protest’ bicycle ride (bicicletada); and on street intercept interviews with cycle commuters, this paper highlights the tensions, conflicts, aspirations and imaginaries of a city grappling with significant growth and urban transformation.