British Cycling peddles new digital transformation strategy

British Cycling, the main national governing body for cycle sport in Great Britain, is embarking on a new digital transformation strategy. It will overhaul its digital and data ecosystem to redevelop its digital presence with enhanced functionality and personalized content capabilities.  

British Cycling signed a five-year partnership with Elixirr that sees the award-winning global challenger consultancy become its official digital transformation partner.

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Bringing cutting-edge technology to cycling

By joining forces with Elixirr, British Cycling aims to elevate its connection with clubs to communities and engage more fans with Britain’s most successful Olympic and Paralympic sport. Elixirr will deliver services across British Cycling’s technology estate to revolutionize the way that members, clubs, organizers and partners interact with the governing body. The new digital transformation program is a key pillar of British Cycling’s wider Program of Change.

“British Cycling has enjoyed extraordinary commercial success over the last year and this partnership with Elixirr is testament to our forward-thinking vision,” said Darren Henry, chief commercial officer at British Cycling. “This is not just a major sponsorship deal; it is a transformative partnership that will bring cutting-edge technology to the sport and enhance its impact across the UK.”

Enriching and enhancing fan experiences

The partnership will also see Elixirr become the official partner to the nation’s largest free to attend sporting event, the Lloyds Tour of Britain, developing an enriched and enhanced fan experience.

“We are excited to realize the benefits that this partnership will bring to communities, whilst modernizing our sport and events, attracting new fans and inspiring future generations of cyclists,” said Henry.

Stephen Newton, founder and CEO of Elixir, said that the firm is proud to be working with British Cycling – an organization that represents such an iconic sport and whose purpose is to bring the joy of cycling to everyone.

“We look forward to bringing our wide-ranging expertise across technology, data and analytics to give a new experience to every cycling fan in the UK,” he added. “Artificial intelligence [AI] and machine learning will create unparalleled ways for how the sport engages with its audiences and we will support British Cycling to be at the forefront of this revolution.”

Challenges of digital transformation

Digital transformation is a topic of huge importance for practically all modern organizations. More than half (54 percent) of board directors are planning to increase their digital investments, according to Gartner. 

True digital transformation focuses on wholescale organizational change to promote collaborative structures, joined up dataflows, agile process, fast decision-making and empowered people. By disrupting organizational structures, creating new opportunities and altering the way businesses engage customers, digital transformation is central to business improvement and innovation.

However, digital transformation is wrought with challenges. In fact, data shows that the vast majority of transformations fail, typically a result of factors such as poor planning, insufficient leadership, talent shortages and resistance to change.

Join us at All Access: Business Transformation 2025, PEX Network’s upcoming webinar series, to explore embracing new technologies and enable successful digital transformation.

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