British Biking launches ‘Everybody Wins’ marketing campaign to reboot grassroots racing forward of Tokyo 2020


British Biking launch ‘Everybody Wins’ marketing campaign with 50 days to go till Tokyo 2020; the organisation goals to make biking extra accessible and various with ambitions to considerably improve participation by 2026

Final Up to date: 02/06/21 2:05pm


British Biking has ambitions to realize a 40 per cent improve within the variety of ladies competing and a 50 per cent improve in under-16s (Credit score: Huw Williams)

With 50 days to go till the Olympic Video games, British Biking have launched a brand new drive to reboot grassroots racing following the disruption brought on by lockdown restrictions.

In a bid to make the game extra accessible and various, the ‘Everybody Wins’ marketing campaign will observe the journeys of a bunch of novice riders from a variety of backgrounds.

The intention is to problem perceptions of what bike racers appear to be, showcase the breadth of alternatives to become involved in and have fun the well being, wellbeing, social and group advantages of biking.

British Biking CEO Brian Facer stated: “Grassroots bike racing is the inspiration of our sport, and it’s important that everybody from all backgrounds can really feel snug and welcome at occasions, whether or not they’re competing, volunteering or supporting.

“Our Everybody Wins marketing campaign will assist to showcase this alongside private tales as riders begin their competitors journey, no matter the place they end within the race.

“Over the past yr we’ve got seen the variety of folks using bikes skyrocket. As grassroots occasions start to get again up and working over the approaching weeks and months we need to broaden the bottom of people who participate, breaking down boundaries and perceptions and widening entry to assist us to put the foundations for future success.”

The ‘Everyone Wins’ campaign will follow the journeys of a group of novice riders from a range of backgrounds (Credit: Ellen Isherwood)

The ‘Everybody Wins’ marketing campaign will observe the journeys of a bunch of novice riders from a variety of backgrounds (Credit score: Ellen Isherwood)

British Biking has ambitions to realize a 40 per cent improve within the variety of ladies competing and a 50 per cent improve in under-16s – all by 2026.

Figures from British Biking’s impartial market tracker present that 2.2m extra adults want to begin using competitively.

Worries stay over the impression of the pandemic on the exercise ranges of youngsters and younger folks, with new analysis supported by British Biking final week exhibiting virtually 1 / 4 (23 per cent) are taking part in much less sport than earlier than.

Supporting the marketing campaign, three-time Olympic gold medallist Ed Clancy stated: “As a nation we have loved unbelievable success over the previous few many years, none of which might have been doable with out the dedication of the native golf equipment, organisers and volunteers who work tirelessly to supply riders with their first alternative to expertise the joys of racing.

“Via the Clancy Briggs Biking Academy I do know simply how a lot grassroots sport can profit younger folks, far past the abilities to win bike races. As we construct in direction of this summer season’s Olympic and Paralympic Video games, I hope that the marketing campaign can encourage much more riders of all ages to have a go themselves and uncover the distinctive thrill of racing.”





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