Business & Brand Building, Creative & Digital Solutions

How do you bring an industry together to lead a national quest to be the epitome of sporting success? We partnered with Sport Australia to develop a strategy to bring together Mountain Bike Australia, BMX Australia and Cycling Australia under a singular name and identity.

The Australian Government wants Australia to be the world’s most active and healthy country. Sport Australia proposed cycling, across all disciplines, to lead by example, as one of the largest participation sports in Australia. A united approach was key to making that a reality.

We asked questions of all of the key stakeholders from each discipline, from grass roots to elite, to reposition and represent the sport accurately across the nation.

Under the name AusCycling, we have united Australia’s three peak cycling bodies under a single unified brand, with the positioning statement Let’s Ride Together.

A series of ‘roadshows’ were conducted throughout Australia with a high-octane video and merchandise products that generated excitement and buzz about the new brand whilst including and engaging organisations in the process. The result was a unanimous national vote for the brand and a united approach to moving forward.

Uniting cycling, BMX and mountain biking was no easy feat – each sport has a very different culture, demographics, and they appeal to very different groups of people.  By creating AusCycling and taking the best of each discipline, a wider range of potential riders can be exposed to this great sport and given unexpected ways to foster their love of cycling.

Two years on, the brand was Australia’s largest cycling community, representing over 54,000 members and 400 cycling clubs across BMX Racing, BMX Freestyle, Cyclo-Cross, Esports, Mountain Biking, Para-Cycling, Road, Track and Lifestyle riders.

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