INTERVIEW
Why is now the time for a refresh and what do you hope it achieves?
The time for a refresh was probably already a short while ago, but now is still a great moment to do so given our growth and development as a team. We’re grateful to be in a position to have received insightful feedback from partners, as well as the wider industry, around being too modest when presenting our capabilities as an agency. The new visual identity seeks to inject (and project)
greater confidence, in order to show who we really are. By realigning the way we project ourselves externally with who we know ourselves to be, we increase authenticity. And ultimately, it’s only through our own authenticity that we’re able to help our client partners tell stories that represent the truest versions of themselves. We set out with a goal of presenting a more established and serious brand, whilst reinforcing the fun and approachable personality to the agency. Our ‘product’ is our time as people, and bringing these people to the fore more will continue to spotlight this. We want contacts old and new to have a much better understanding of who we are and how we can benefit their brand, team or event before we’ve even picked up the phone. In practical terms this means being more open, better communicating our services, skills and network, and being much more present on an international level across multiple sports.
What are your plans moving into 2025? We’re really proud of the retention we have as an agency
48 | February 2025
with our clients, with many of these partners having been with us from year one. Continuing to develop and grow these relationships with our current client partners is key, first and foremost. We’re fortunate to work with partners who are constantly on the front foot, and will be kicking off some big projects right from the start of the year. Alongside this, we’re in the middle of establishing a number of new collaborations and partnerships on an international level to reinforce our network and capabilities in key markets. Taking the time to be more introspective and reflective has highlighted a number of structural and process driven changes to work on to ensure we can grow as a team and as individuals. Personal development is something we’ve always tried to make time for but will be even more important next year and beyond. And finally, the rebrand process is far from over. It’s much more than just a new logo and breath of fresh air. It’s a moment to pivot slightly and kick on, and so there’s still plenty of work to be done in this respect. All of this has given us a huge collective motivation to
take another big step forward, whilst ensuring that we also make time for physically partaking in the sports we work across as well. We all work in sport because we’re passionate about it away from the office too and this will always remain core to who we are and what we do. So, roll on 2025 - you’ll be seeing a lot more of us! If you want to follow what we’re up to more closely,
make sure you’re signed up to our Communiqué and are following our social channels.
www.bikebiz.com
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