SELECTED WORK / 06
Giant / Starkenn
Product Sales → Cycling Community
Built an ongoing cycling community and experience around the customer relationship—not only the bicycle purchase.
The Challenge
The opportunity was to build a relationship with customers beyond the bicycle purchase.
The Strategy
Cycling was positioned as an ongoing lifestyle and community. Activities included:
- Group rides
- Long-distance rides
- Technical sessions
- Maintenance workshops
- DIY repair sessions
- Adventure partnerships
- Cycling events
- Customer engagement programmes
I was also involved in MTB Nationals and supporting the development of the cycling route/course.
The Growth Loop
Existing Customer→Community→Experience→Advocacy→New Rider→New Customer
The Bigger Idea
The best community programmes do not feel like marketing. They give customers a reason to remain connected to the brand.
