Redtorch was tasked with conducting a full analysis of IPC’s digital audience. Insights gathered would be used to inform the design and build of a new IPC website. ​


The IPC had the following objectives:

1. to understand the varying needs, interests, and online behaviours of multiple stakeholder groups
2. to apply stakeholder insight in the design and build of the new website
3. to engage and grow global audiences through an optimised website


Redtorch collected and analysed data from multiple sources, including:

— the IPC website
— IPC social media accounts
— an online survey
— athlete data
— TV broadcast data
— The online survey consisted of questions tailored specifically to each of the four audience groups: IPC and member NPCs, commercial partners, athletes and coaches, fans

Analysis of the different data points identified communications tactics which could be adopted by the IPC to engage and grow audiences across all digital platforms.

Redtorch Insights informed the IPC’s website brief. This educated brief enabled ATOS, an IPC Worldwide Paralympic Partner, and the IPC’s website development agency to design‚ and build a website that meets the needs of each stakeholder group and boost website audience growth and engagement.


The IPC changed their original approach to the website development because insights gained from Redtorch’s analysis meant they were able to optimise the site for each audience group.​

​Visit to review the new website.


more video views


increase in social media followers


more editorial pageviews on


more engagements

"A deep understanding not just of sport, but of sport fans and how to engage them, as well as a partner who works as hard as you. You’ll love working with them."

Alice Permain, Sports Content Manager, Broadcast and Digital

International Federation for Equestrian Sports

Contact us to find out how we can engage and grow your audience.