Either people will only be willing to pedal for their own purposes or people will have to be paid to do it.
There's a third way, Thundley. I'm trying to recall the Gilligan's Island episode with the energy-producing bamboo bike. I think that The Skipper had to ride Gilligan's ass relentlessly to make him do it. Sit and pedal OR ELSE.
Those higher up in the heirarchy didn't have take a turn, of course.