Thomas is the founder of Challenge for Change, which is an organization founded in New Zealand in 2007 that specializes in programs that get more people cycling. The programs aim to encourage people who are not currently cycling to start; encourage occasional cyclists to start cycling regularly; and encourage people to cycle for transportation purposes. The consistent success of these programs are achieve using behavior change theory and social marketing principles and techniques. Challenge for Change is about to launch Love To Ride 2.0, an app that supports behavior change. Thomas is currently collaborating with the Atlanta Bicycle Coalition and Atlanta Regional Commission, as the Workplace Cycle Challenge expands beyond NZ and Europe into five U.S. cities this year.