--- title: British Cycling Membership date: 2026-09-01T00:24:00+01:00 author: Cravens canonical_url: "https://cravens.co.uk/work/british-cycling-membership-campaign" section: Case studies --- 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. ![Cravens BC MEMBERSHIP Case Study HERO THUMBNAIL 2](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/home/Cravens_BC_MEMBERSHIP_CaseStudy_HERO_THUMBNAIL_2.png?bossToken=b80e5971baae6a1d9e05663d08bdf85ae183c645cb327d32b6a311309a8d6606) ![Cravens BC MEMBERSHIP Case Study HERO THUMBNAIL 2](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/home/Cravens_BC_MEMBERSHIP_CaseStudy_HERO_THUMBNAIL_2.png?bossToken=b80e5971baae6a1d9e05663d08bdf85ae183c645cb327d32b6a311309a8d6606) ## 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. ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/84a38a1b-c61a-4738-bdb6-3f8d1c99884d/06052-bc-track-paid-6-169-v1-1-v1-poster-87ce6082.jpg?bossToken=fb49221b536d1834c61ce4b44b3d845255bb482c5b642e847ee04c46e9b61e60) ![British Cycling 'Join us' membership posters](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/bc-posters.jpg?bossToken=f4ac2cf41a561dcefd1f7d134fa6ae18602e4e27f209e2d472d1a0e7e4e11fb7) ![British Cycling 'Join us' membership posters](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/bc-posters.jpg?bossToken=a0e0b3606c021365d5374d2b46670d179e37f549c7dd0d9d5f4742dd6933d840) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/6f458bc6-1fc6-4d05-b824-4e4d989a11cd/phones-v1-poster-251f939b.jpg?bossToken=60d565825b5d04777a5bc6dd7747322a59ac7475f3c9313aae7eeba277b2b2c0) ## 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. ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/8ae68d75-70dd-48df-9717-07a01acde63d/06052-bc-bmx-race-paid-30-169-v1-v1-poster-a31aaf0a.jpg?bossToken=aba771a3c012dff5510792d26fce106bc9172c57422537cec0e76f58bcd3a1f5) ![British Cycling 'We support your ride with amazing benefits' campaign artwork](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/bc-join-us-1.jpg?bossToken=0dd1d74fcf92a6109d95259062a2c0ef613162c0712f5143ded83d82728a6951) ![British Cycling 'We support your ride with amazing benefits' campaign artwork](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/bc-join-us-1.jpg?bossToken=b1738e072d082cf757d8d081cd8dae049869e7a678ad43b154eeda812892a48c) ![British Cycling membership campaign artwork featuring riders](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/bc-join-us-2.jpg?bossToken=b7ffa7a27e51c545c4c14c2b2cb60dc244b50518d9769191bb74062c63c6487b) ![British Cycling membership campaign artwork featuring riders](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/bc-join-us-2.jpg?bossToken=1198b2f7ee4c983402fa500ac453c2576b5f88ff013064ccdaa29a08f041425e) ![The British Cycling membership campaign style guide](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/bc-style-guide.jpg?bossToken=02ce88283e238550a944c7b03808d3f8649e70195941ee63a181f191da09a50f) ![The British Cycling membership campaign style guide](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/bc-style-guide.jpg?bossToken=245ae97d6013f7bc831651f8dccfa6989c03487a5edefb9a6edd07a8fe62d35f) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/ee440968-5068-4383-b873-cd99b86763ef/bc-social-video-montage-v1-poster-91a6793d.jpg?bossToken=0f484bcda79322785c15d0ef78402a3719aa5304dfa9ae817bcf0ffe28962928) ## The impact A measurable lift in new memberships and a system the team continues to run in-house. ![British Cycling campaign results, including 2.4 million content views and 3,000 new and rejoined members](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/bc-impact.jpg?bossToken=edd14e4ff517c250000edfe027bb6c5d1f033d32a03c9906af83ce6cde3bac02) ![British Cycling campaign results, including 2.4 million content views and 3,000 new and rejoined members](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/bc-impact.jpg?bossToken=cb944639d2a92c457fc9a03580de473ce2ddfb03cb97ea43d3efc1c8695bc475) ## Case studies - [William Hill](https://cravens.co.uk/work/william-hill) Brand Identity Content Strategy Social Sport - [British Triathlon](https://cravens.co.uk/work/british-triathlon) Brand Strategy Brand Identity Sport Communities - [Rugby League World Cup](https://cravens.co.uk/work/rugby-league-world-cup-2021) Brand Strategy Sport Campaigns Live Experiences - [Sir Bobby Robson Foundation](https://cravens.co.uk/work/allwyn-2) Brand Strategy Brand Identity Film & Motion Communities - [Parkdean Resorts](https://cravens.co.uk/work/parkdean-resorts-hhinfa-campaign) Campaigns Film & Motion Travel & Tourism Leisure & Hospitality - [FIM E-Xplorer World Cup](https://cravens.co.uk/work/fim-e-xplorer-world-cup) Sport Brand Identity Film & Motion Live Experiences - [Zinsser](https://cravens.co.uk/work/zinsser) B2B Film & Motion Brand Strategy Campaigns - [Grosvenor Casinos](https://cravens.co.uk/work/grosvenor) Brand Strategy Campaigns Entertainment & Gaming Brand Identity