We didn’t guess or make assumptions. We built a clear long-term strategy on three foundations.

First, proper research into the largest segments of casual fans UCI needed to reach, followed by clear positioning around the role UCI would play in their lives. Second, consistency: we made clear from the beginning that real growth takes time and that means thinking in years, not months. Third, monitoring effectiveness alongside audience growth to understand whether content could be attributed back to UCI and how it was shaping what people think of them.

UCI’s unrivalled access and footage across every cycling discipline created a unique opportunity to unite all cycling content on a single platform, something no competitor in the industry was doing.

To deliver against this, the Redtorch team provided campaign strategy, end-to-end content management from ideation to creation to delivery, athlete communication, community management, weekly reviews of tactics and platform best practice, and weekly, monthly and annual reporting.