Competitive cycling is being disrupted, both with online racing platforms like Zwift and through a recent resurgence of mass start mixed surface and gravel races.
Zwift brings competitive racing literally into the home, in a safe and controlled environment. Newer forms of mass start races allow competitors to race with the elite athletes, at the same time and in the same field. For example, entrants into this years Dirty Kanza race found themselves lining up at start line with members of the World Tour team EF Education First Professional Cycling.
Fast Circles believes that these new ways to interact with the sport will be the start of a renaissance in competitive cycling, not unlike the surge of popularity in running and triathlon in the last decade. This clearly opens up new opportunities for both endemic and non-endemic but relatable brands to explore this new age of cycling as a relevant source for marketing and inspiration.
Zwift is a multiplayer online platform that allows cyclists to connect, compete and collaborate with other cyclists all over the world. Zwift’s simulation technology makes the riding experience as close to the outdoors as it can get.
It’s also a great way for brands to connect directly with their customers. For example, Lululemon’s Strava club recently partnered with Zwift to inspire their global community as well as reach new customers. Over the course of the activation, which awarded participants a 25% discount on Lululemon products for achieving Zwift tracked running milestones, 220,000 athletes participated, and Lululemon enjoyed both a 10X ROI and a 27% increase in club social media engagement.
The Fitness Studio – Fast Circles will partner with a multi-location fitness studio looking to enhance its indoor cycling programs through the use of ZWIFT. Services will include marketing content that features the EVOQ.BIKE pro team, close consultation with the studio for creating Zwift group training and racing environments and periodic structured group rides run by team athletes. The Fast Circles/Zwift group training integration will raise the bar for studio based indoor cycling programs by creating an ongoing, high touch, more interactive and interpersonal competitive experience than currently offered by Peloton.
The Supplement Company – Fast Circles will partner with an endurance supplement company to showcase the company’s product during one of the hardest gravel stage races in the country - The Oregon Gravel Grinder. By using first person rider footage, before and after interviews and behind the scenes “b-roll” footage, Fast Circles will document EVOQ.BIKE’s race experience for the supplement company’s customer base by delivering a package of daily webisodes that reflect the company’s product performance metrics and brand values in the context of a real world, high performance racing situation.
The Wheel Company – In the spirit of disruption that is shaking up numerous industries, cycling is no different. Currently, there a number of boutique wheel builders building quality products that due to a direct sales strategy, cost much less (and are arguably better) than mainstream wheel brands like Zipp and ENVE. Fast Circle’s wheel partner will receive a season’s worth of topic content as the EVOQ.BIKE race team trains, competes and generally talks wheels.
Interested in learning more? EVOQ.BIKE p/b Enshored.com is currently looking for cycling team sponsors and partners. The sponsor and partnership opportunities are all customizable. Reach out today!