These are the T&Cs I can see:
• Discount is supplied to British Cycling members with a valid British Cycling Membership card and discount voucher.
• Upon presentation of a valid British Cycling membership card, this Voucher entitles you to 10% off cycling products excluding Brompton bikes, cycling technology, turbo trainers, electric bikes, electric scooters and bike racks (including Thule accessories).
• Discount can be used in conjunction with national promotion offers, unless otherwise stated within the promotional terms and conditions, but cannot be used in conjunction with other offers such as individual store promotions, other vouchers or colleague discount.
• The Voucher cannot be exchanged for cash and photocopies will not be accepted.
• Exclusive to British Cycling Members.
• The Voucher is not redeemable online.
The vouchers I can buy give me a gift card to use - is that not treated as cash?