Skip to main content

British Cycling has appointed strategy and technology consultancy PTI Digital to develop a new Digital Transformation Roadmap.

As national governing body, British Cycling oversees and develops the sport from grassroots participation through to elite riders representing Great Britain on the international stage. It has 145,000 members, 2,000 affiliated clubs, and 12,500 volunteers across the region.

British Cycling
The engagement will see PTI analyse British Cycling’s entire technology estate – including processes, systems and suppliers – and deliver a long-term roadmap that will drive efficiencies, increase memberships and create new commercial revenue, ultimately enabling British Cycling to deliver greater investment into the sport.

PTI works with leaders in sports and entertainment to create more sustainable businesses, driving business transformation with data and digital technology. Its proven approach has created new revenue streams and operational efficiencies for clients including Oak View Group, Arsenal, Premiership Rugby, The Jockey Club and the London Stadium.

Stephen Brown, Director of Change at British Cycling, said: “Modernising our digital infrastructure is a key priority for us, as we strive to grow our sport and support more people to benefit from the joys of cycling. Our work with PTI will enable us to better connect with our communities, understand their wants and needs, and provide greater value for our participants and partners in the future.”

Ben Wells, CEO of PTI Digital, added: “Cycling has experienced a boom post-Covid, making British Cycling one of the most exciting organisations in British sport. However, as it represents seven quite different disciplines, all with different audiences and an elite calendar that never sleeps, the right technology and digital strategy is integral to success in every area of its strategy. We’re excited to be helping British Cycling make the decisions required to deliver even greater impact to the cycling community.”

British Cycling and PTI both appeared on Unofficial Partner’s “The Squeezed Middle” series last year, discussing the challenges and opportunities being faced by National Governing Bodies in a period of economic downturn.

British Cycling

Looking for a more sustainable business model?