Carlos Martinez, 40, died after colliding with a car Thursday afternoon in the 800 block of Kaywood Drive. Investigators are blaming the collision on Martinez-- saying he failed to stop for traffic.
Now, they are asking everyone on the roads, drivers, cyclists, and even walkers, to look out for one another.
"We are getting a lot more people stepping out into traffic and not obeying the laws," said Fayetteville Police Capt. Robert Spatorico. "We are having a lot more fatalities."
Police say it is not just bicyclists, but pedestrians too. Earlier this month, a man trying to cross busy Raeford Road was struck and injured by an oncoming car.
Last November, two people were struck and injured by a car that drove into the turn lane where the pair was standing.
It's not just on major thoroughfares; police say pedestrians and children at play face the same kind of street danger.
"Motoring traffic should yield traffic to pedestrians," said Fayetteville Police Lt. Todd Joyce. "That's why we urge all pedestrian to use a marked crosswalk."