British Cycling targets leisure cyclists
By BikeRadar | Friday, May 9, 2008 3.41pm
British Cycling is to spearhead a new membership drive by focussing on its Everyday Cycling leisure and utility cycling package.
By emphasising Everyday Cycling and its www.everydaycycling.com website, British Cycling hopes to introduce leisure and utility cyclists – who often do not belong to cycling clubs – to what it calls the "vibrant and welcoming cycling community" and to a sense of belonging to British Cycling.
British Cycling deputy chief executive Ian Drake said: “We know that a lot of people who don’t race can benefit from British Cycling membership and Everyday Cycling meets that demand. It ensures that there is a relevant British Cycling membership package for everyone who enjoys cycling – from commuters and recreational cyclists to elite competitors.”
For the equivalent of just £2 a month Everyday Cycling membership gives members access to market leading legal and insurance support package for all types of cyclists in the UK along with a range of other benefits including bike insurance and high street, hotel, breakdown and travel discounts. This is backed up by Everyday Cycling's online community which introduces riders to recreational events like sportives and enduros, a database of routes and personal riding logs and challenges.
Combined, these elements help British Cycling to meet its aim of encouraging more people to enjoy more cycling more often.
The Everyday Cycling membership drive will feature a mixture of online and print activity, targeted mailings and presence at major UK cycling events throughout the 2008 season.
The latest campaign comes on the back of a record period of growth for British Cycling, with membership growing by 39% in just five years. British Cycling is also introducing a series of measures to increase membership of its existing gold, silver and bronze membership platforms.
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