To connect elite and lifestyle paddling communities worldwide and engage paddlers directly. Redtorch was tasked with generating insight into current and potential ICF audiences across its disciplines.


The ICF required audience and content analysis to answer the following questions:

1. Where can the ICF grow its digital audience?
2. What content and communications tactics should be used to attract and retain audiences?
3. What is the commercial potential of the canoeing audiences?


A mixture of primary and secondary research was conducted, including the largest ever survey of ICF stakeholders to understand attitudes, opinions and behaviours. The RAG (Redtorch Audience Growth) model, that identifies key growth markets, was supplemented with social listening and third-party broadcast data.


ICF were provided with clear insights into their audiences, markets where they can accelerate their growth, whilst understanding the commercial potential of the audience.

Thank you for your fantastic work! We found it incredibly useful and really appreciated the additional information. It’s been a fantastic year for the ICF and now we know exactly how to make things even better.
Adam CollinsDigital Media ManagerInternational Canoe Federation

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