Case study
British Cycling Membership
- Sport
- Campaigns
- Social
- Communities
British Cycling membership had to mean more than insurance and race licences. We repositioned it as the thing that connects every rider in the country, whatever they ride and wherever they ride it.
Finding the heart
Members were not buying a product. They were buying into a community. The campaign had to sound like an invitation, not a sales pitch.
Giving it bite
A join-us idea built for social first, with a design system flexible enough to carry everything from club rides to elite performance.
The impact
A measurable lift in new memberships and a system the team continues to run in-house.
