: This paper dwells on the recent transformations experienced by cycle logistics operators, who transport goods that are increasingly voluminous and invest in cargo bicycles that have higher and higher carrying capacity, such as cargo tricycles or big bicycle trailers. The discourse and practices of four cycle logistics operators in the urban area of Lyon in France are analysed in order to highlight the arguments used to present their activity as “alternative”. This study shows that the development of these new vehicles contributes to the understanding of cycle logistics as alternative by making it appear realistic and environmentally-friendly. However, it challenges specific professional sub-cultures historically associated with bicycle