Leveraging growth from major events and partnerships

Rob McLeanRecreation Manager, London, British Cycling

To sustain international success, to inspire more people to ride more often, and to get more from their bike riding for sport, recreation or transport.

British Cycling Vision

Love Cycling!

Ambition

In 2008 our vision was to use a strategy of using elite success and working with key partners to: • build capacity to sustain

our growth

• achieve a legacy of participation

• continue elite success

• change perceptions of British Cycling, making us relevant to the nation

Our Objectives

•British winner of the Tour de France, continued elite success, London, Rio…

Inspiration

• 1 million more people cycling by 2013 •125,000 people cycling once/week 2013 & 17 •Membership over 100k, partnership to leave BC in strong position for sustainable growth 2016

Participation and Sustainable

growth

• Brand attribution through campaign & partnership activity - awareness and favourabilityBrand

Hypothesis

When Team GB win, the nation is inspired and malleable, we want to convert inspiration into participation – making it as easy as possible for people to ride a bike.

Working with our lead partner Sky and local authorities we could increase the awareness and familiarity of British Cycling and grow the whole sport using this inspiration to participation strategy.

2004 2005 2008 2012 start

2012 finish

2015 2016

Beijing GamesLondon Bid Announcement

Olympic build up

OPENING CEREMONY

THE GAMES TWIN SPIKE

Awards & recognition

What next to Rio…?

Respond to a New Market

The new market required a new response from the NGB involving partnership development and insight into:

Influencing – we can do good things for the UK

Influencing political leaders ...

Grown from 5 to 96 locations in 8 years

97 Sky Ride mass participation events

Almost 9,000 guided rides

Over 3,000 active Ride Leaders / Breeze champions

Cycling is now the third most popular adult sport and activity in England. (APS 2015)

2009-2016: the national picture

Aims

Overall market growth Increase frequency of existing cyclists Reduce churn Increase our market share Increase female participation Targeted and enhanced campaign Enhanced quality of programmes Increase BC awareness & favourability Conditions to sustain growth

Source: Active People Survey 2008-15, Sport England

Overall Participation & Market Growth

Increase Female Participation

Increase Female Participation

Behavioural Change• The whole model is based

around the principles of behavioural change.

• It was acknowledged at the outset that this was a long term goal and that it would be a gradual process.

• Continuity of the model, campaign, staff and operating model is a crucial part to creating change over the long term.

INSPIRATION

PARTICIPATION

Big data – run simple Building digital capability

Reach Engage RetainFirst Touch Point 2nd/3rd Touch Point Regular Returning Touch Points

Data is ‘King’

Achieved by:

Campaign & PR

Registrations

Opt In

SEGM

ENTA

TIO

N

Content is ‘King’

Achieved by:

ECRMs

Competitions

Social Media

Talent

Digital Strategy(Multi-Platform Focus)

Supported by:

Personalisation is ‘King’

Achieved by:

Dashboard

BC Fan / Member

Achievements

Content

Products

Awareness of British Cycling/Sky Partnership

Campaign and Recruitment

• 16% of 16+ UK population (8.4m) are regular cyclists

• 1.73m (21%) of these regular cyclists have been influenced by the BC/Sky partnership or some element of the range of initiatives

1.73m

Impact on British Cycling – Awareness and Favourability

Hard to reach (never / not since child) (19.7 M)

Latent demand (recent lapsed) (14.2M)

Occasional (less than 12 times pa) (7.8M)

Regular (At least 12 times pa)

(3.9M)

Frequent(Weekly through the year)

(3.4M)

UK Cycling has the potential to grow

Total Cyclists = 15.1M

Latent Demand = 14.2M

Partnership with TfL

Routes and Rides

Events

Positive Messaging and Campaigning

Stakeholders

Local Cycling Heroes

London membership!