Mount Maunganui cyclists flouting the law by riding without helmets are taking their lives in their own hands and getting away with it.
It is common to see bike riders with no helmets along Marine Parade and their carefree attitude fits in well with the laid-back beach lifestyle.
But is the risk worth it?
The Bay of Plenty Times Weekend reported the trend on Saturday and local police confirmed that the lawbreakers were not always their top priority.
Acting Senior Sergeant Mark Holmes of Western Bay of Plenty road policing says often police have more pressing issues to deal with. He also says there are so many cyclists not wearing helmets it is almost impossible to police.
It is a sad fact that our police are not able to deal with every crime, regardless of severity, but Mr Holmes is right that the sans-helmet cyclist is not as big a risk to the community as a speeding driver. He is also right when he says the cyclists take the risk into their own hands by choosing not to wear a helmet.
Cyclists spoken to by this newspaper during its sting last week feel the law, introduced in 1994, is unnecessary - however yesterday's street poll found the complete opposite.
Also supportive of the law is former world downhill mountain biking champion Vanessa Quin.
Quin says helmets have saved her life off-road and believes road cyclists face even more dangers.
According to the New Zealand Transport Agency, about 75 per cent of all cycling deaths are caused by head injuries. Its website says that by wearing a helmet, cyclists dramatically reduce the risk of a skull fracture if their head hits an object or the road. A helmet also reduces the chance of concussion and protects from the head from cuts and scrapes.
Knowing that, why would a cyclist choose to ride without a helmet?
There are so many dangerous factors to take in to account when cycling, why not minimise the risk?
A second person trapped on the cliff was rescued by emergency services.