And those canny folk at cycling label Vulpine have teamed up with Newspaper Club founder Ben Terrett to exploit this market with their newly launched Shoe Drying Kit.
The Shoe Drying Kit comprises 32 sheets of fully absorbant paper, perfectly sized for stuffing into damp footwear.
The Kit is manufactured in the UK and the makers promise that it will ‘improve wet-weather cycling for ever’.
And just to make the shoe-stuffing process even more enjoyable, the Shoe Drying Kit is decorated with words and images from a host of design and cycling hot-shots.
Among other delights, there are new illustrations from Anthony Burrill and Jennifer Daniel, as well as articles by Bloomberg Business Week designer Richard Turley and the great British cyclist Robert Millar (the only Brit to win the Tour de France polka dot jersey).
The Shoe Drying Kit launches at the Vulpine Cycling Fete in Teddington on 14 July and will be available at Vulpine stockists and sent out with Vulpine orders.