Leeds digital marketing agency Spike has been appointed by British Cycling to develop a new content strategy designed to bring the joy of cycling to a broader audience. Following a successful Olympic campaign where British Cycling secured 11 medals, the organisation is seeking to expand its reach with Spike’s expertise.
Starting in September, the specialist growth marketing agency will craft a new content strategy aimed at enhancing the organisation’s presence across all its online channels. Spike will support British Cycling with audience profiling, messaging development, channel prioritisation, and a detailed content calendar.
The agency plans to use a blend of real-world insights and AI-generated synthetic data to inform customer journey mapping, content differentiation, and topic ideation that reflects the interests of both cyclists and potential cyclists. This initiative aims to elevate British Cycling’s global reputation not only as a high-performing national governing body but also as an advocate for the joy and benefits of cycling for everyone.
Caroline Julian, brand and engagement director at British Cycling, stated, “From professional athletes to those who ride for leisure or commuting, as well as individuals inspired by the sport and considering cycling for the first time, we aim to foster a sense of community where everyone feels they belong and can find inspiration. We’re excited to partner with Spike to develop a new content strategy that will demonstrate that cycling truly is for all.”
Rob Powell, founder and director at Spike, added, “We’re incredibly proud and excited to work with an iconic national governing body that has inspired generations of success in British Cycling. There is so much that the organisation does that truly resonates with Spike as an agency, not just driving elite performance, but also doing something that is fundamentally good for society. We can’t wait to get started and we’re confident that we can help British Cycling achieve its mission.”
This project represents another significant achievement for Spike, following its recent appointment by a professional rugby league club.
The collaboration between Spike and British Cycling signifies a forward-thinking approach to engaging diverse audiences and promoting the inclusivity of cycling. Through innovative strategies and comprehensive planning, the initiative aims to transform British Cycling’s outreach and community engagement.