Abstract: An in-line safety reflector assembly for attachment to a spoked wheel of a cycle for improved end visibility of the cycle. Two planar reflectors are attached to opposite sides of a spring metal base plate, the inner end of which has a curved portion forming a spring clip for attachment to the wheel hub and the outer end of which has a laterally protruding spoke clamp which can be crimped onto a spoke. The reflectors lie in a plane parallel to the hub axis, lie wholly within the protected space generated by the revolving spokes, and have an extensive surface area, extending substantially the entire width of such space and the major portion of the length thereof.