The aim of this presentation is to, based on ongoing research of Swedish media material and cyclists online discussion-forums, present the risk-management that cyclists perform and discuss the importance of online communities for shaping bicycle related communities, identities and activism promoting more cycling friendly cities. Apart from the different strategies used to cope with the vulnerabilities associated with being a cyclist, the analysis indicates an obvious ‘need’ to talk about what being a cyclist entails, as evident in the number of threads and blogs on everyday cycling experiences. Online ethnography makes possible to study how cyclists use new media to discuss their situation and claim their right to the road. It is argued that also in ‘cycling friendly’ Sweden, conflicts between more or less vulnerable road users are becoming increasingly important to investigate, including to analytically discuss intersecting power relations and inequalities related to gender, ethnicity, class and mobility at play in car normative spaces.