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Developing a membership proposition to drive engagement

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Developing a membership proposition to drive engagement

The
challenge

British Cycling wanted to grow the scale and engagement of their membership to better fulfil their mission of leading the sport and inspiring communities. Their current membership was highly focussed on certain customer segments and British Cycling wanted to create a membership that would excite all cyclists, utilise their position at the heart of British cycling, and drive them towards their ambitious membership targets.

The challenge


British Cycling wanted to grow the scale and engagement of their membership to better fulfil their mission of leading the sport and inspiring communities. Their current membership was highly focussed on certain customer segments and British Cycling wanted to create a membership that would excite all cyclists, utilise their position at the heart of British cycling, and drive them towards their ambitious membership targets.

Our Approach


We started by engaging stakeholders throughout the business and mapping the competitor landscape to identify opportunities for our North Star membership. Using these opportunities we collaboratively created the target membership vision and proposition to hit British Cycling's strategic goals with customers, via a series of one to ones and interactive hotshops.

Next, we mapped the capabilities required to fulfil our North Star membership against the pre-existing capabilities within the business. We built a value model to commercially validate the new proposition by understanding expected revenue and required investment, including scenarios centered on different levels of growth. We then developed a phased roadmap which will deliver the first phase of our North Star in 2023/24, including a series of quick win mobilisations British Cycling could undertake in 2022.

Our Approach


We started by engaging stakeholders throughout the business and mapping the competitor landscape to identify opportunities for our North Star membership. Using these opportunities we collaboratively created the target membership vision and proposition to hit British Cycling's strategic goals with customers, via a series of one to ones and interactive hotshops.

Next, we mapped the capabilities required to fulfil our North Star membership against the pre-existing capabilities within the business. We built a value model to commercially validate the new proposition by understanding expected revenue and required investment, including scenarios centered on different levels of growth. We then developed a phased roadmap which will deliver the first phase of our North Star in 2023/24, including a series of quick win mobilisations British Cycling could undertake in 2022.

The Outcome


  • British Cycling are currently actioning the quick win mobilisations we highlighted this year, and are putting in place the tech foundations they need to deliver the North Star proposition and meet their commercial objectives.

The Outcome


  • British Cycling are currently actioning the quick win mobilisations we highlighted this year, and are putting in place the tech foundations they need to deliver the North Star proposition and meet their commercial objectives.

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