Cycling brands, retailers and organisations have collaborated to create the Cycling Marketing Board, set up with a vision to continue to entice new consumers to cycling, and diversify cycling’s image with governments and in the media.
The Cycling Marketing Board follows the industry-backed #BikeisBest campaign in 2020. The campaign’s film amassed over 3.1 million views on YouTube, with an advertising campaign securing over 18 million impressions and 32 million impacts across TV and billboards.
The move to form the Cycling Marketing Board comes after #BikeIsBest’s research showed the huge potential in engaging new audiences, many introduced to cycling through the COVID-19 pandemic. Data showed that new cyclists were 59% male and 41% female, with women having been twice as likely to get on a bike during the pandemic. New cyclists were twice as likely to be from a BAME group. Furthermore, 29% of new cyclists expect to buy an e-bike in the future.