British Cycling

It’s not the winning, it’s the taking part…

Brief

British Cycling partnered with Lacuna to create new engagement behaviours across the range of segments within the cycling market.

Insight

Having identified and quantified the target segments we used Four Drives Theory to understand the engagement triggers for cycling including participation, volunteering and engaging with a cycling organisation.

Summary

The result was a significant uplift in British Cycling membership. Our work produced a segment-identifying algorithm and a clear action plan for effecting the desired behaviour change from passivity to active engagement.  

Related Projects

Inventive by nature.