Manchester agency saddles up for British Cycling brief

British Cycling has appointed a new digital marketing partner to support the national governing body in accelerating membership growth and event ticket sales through a blend of media strategy, creative direction, and full-funnel campaign execution.

Manchester-based sports-focused performance marketing agency Serotonin has been awarded the account following a multi-agency competitive pitch.

The agency’s client base spans the UK, Europe and the US, and includes ASSOS of Switzerland, SUDU, Private White VC and SWI Cycling.

British Cycling, which was founded in 1959 as the British Cycling Federation, administers most competitive cycling in Britain, the Channel Islands and the Isle of Man. It represents Britain at the world body, and selects national teams, including the GB Cycling Team for races in Britain and abroad.

According to its website, the organisation has 145,000 members, 2,000 affiliated clubs, and 12,500 volunteers.

The agency’s appointment aligns with British Cycling’s broader strategic objectives to modernise its digital engagement and connect more meaningfully with diverse cycling communities across the country.

British Cycling head of marketing Sara Piper said: “We are excited to work with an agency that brings fresh energy, proven results, and deep understanding of our audience. Together, we aim to drive growth in membership acquisition and retention, while boosting event awareness and ticket sales.

“We look forward to working in partnership with Serotonin to further our aim of bringing the joy of cycling to everyone, reaching new audiences and showing we’re here for every person who rides a bike – no matter your level or background.”

Serotonin CEO Dom Carter added: “We’re here to partner with ambitious teams who want to push limits, not play safe. British Cycling is an organisation we’ve long admired – not just for what they represent in elite sport, but for their impact on communities, accessibility, and the wider growth of cycling across the UK. We’re excited to deliver some of our best work yet.”