British Cycling wanted to drive membership growth off the back of the Paris 2024 Olympic Games – providing vital funding to support their work and initiatives
Finding the heart
We all want to belong somewhere. Cycling communities across Britain help people find their ‘thing’ – the cycling discipline that is perfect for them. Then nurturing that connection into something special. These communities power the sport of cycling in the UK.
Bringing the life
We toured the UK visiting grassroot cycling clubs to see their impact first hand. We watched, we listened and captured on film the club sessions with riders young and old, able bodied and disabled.
We meet the club leaders. Meet the volunteers. And most importantly, we meet people who have fallen in love with riding a bike thanks to the joy it brings.
We captured moments of coaching, encouragement and joy. This authentic, real capture of grassroots cycling was coupled with a simple, yet powerful message – ‘Join Us’. Make a difference by becoming part of British Cycling.
We showed what powers the Sport. What British Cycling means to the UK.
Making it thrive
Our campaign featured targeted social media ads tailored to each cycling discipline, enabling us to connect directly with fans of BMX, Road, Track, MTB, and Para-cycling clubs.
During the Paris 2024 Olympic and Paralympic Games, our messaging highlighted the collective impact of membership — the “We” benefit — emphasizing how it supports the sport at all levels.
After the games, we shifted focus to the “Me” benefit, showcasing the incredible perks of membership, including insurance, legal support and exclusive discounts.
