Riding on his Millennium Product Ultimate Bike and wearing the advanced Bursford AeroDome cycle helmet - also named a Millennium Product by the Design Council - Bruce rode to victory on a Welsh road known as ‘The Bank’.

Achieving an average speed of 38.7 mph over a distance of 4.85 miles, Bruce broke the record, previously held by Olympic gold medalist Chris Boardman, by a clear margin of 4.2mph.

Design Council Chief Executive Andrew Summers congratulated Bruce and the team, saying: ‘This is a fantastic achievement for Bruce and the team.

‘They have worked extremely hard over the past few years to develop some of the most advanced cycle equipment in the world. The Ultimate Bike and its creators are forward-thinking, challenging, creative and innovative - exactly what the Millennium Products initiative is all about.

‘This world record achievement is another example of Bruce’s commitment to being the best.’