Our new membership campaign for British Cycling went live this month - the performance focused media campaign is designed to encourage cyclists to take out British Cycling membership and benefit from professional legal support through partners Leigh Day. The direct response campaign will be live throughout the year running a combination of different creative executions and messaging, allowing algorithms across Google Performance Max and META ASC campaigns to optimise the most relevant creative to the end user. The campaign also builds on what we know matters most to cyclists from a broad range of riding styles and passions.

SHIFT and British Cycling have a shared mission to help bring the joy of cycling to everyone, and we couldn’t be more excited to be working together to continue to bring this to life.