In its first month, British Cycling’s club-focussed membership recruitment drive has recruited over a 1,000 new members to the organisation. Further good news comes with the fact that half these new members are in under 18 categories, traditionally a relatively small segment of British Cycling’s membership.
Of equal significance, fifty percent of the new members have opted to upgrade from their free Bronze memberships to either Silver or Gold, in doing so taking advantage of the additional benefits provided, such as the market-leading legal and insurance packages.
The scheme, launched in late March, offered all of British Cycling’s thousand-plus affiliated clubs a minimum of ten free bronze memberships to recruit new members, with Go-Ride clubs and clubs which organise events qualifying for up to fifty free memberships. Each club secretary received a pack of marketing materials and clubs from all disciplines have embraced this opportunity to offer free membership to their club members.
Claire Rollinson, British Cycling’s membership services manager said:
“The response of our clubs has been fantastic. What is also encouraging is the number of youth cyclists taking up membership, which points to the great work being carried out by our clubs, and the ever-expanding Go-Ride programme.”
Competitors in a range of events have increased, with some being over-subscribed for the first time. Race promoter Stuart Benstead, has noticed the effect:
“I was surprised by a big increase in entries for the youth races at Hillingdon Circuit, from the normal 25 to 42 in the first two weeks. Shane Benson, who runs the youth races for us, offered the opinion that the free memberships had encouraged more youngsters, and their parents, to try racing.”
If you are a club secretary and have not received your pack, or would like more information on membership recruitment or benefits, please contact British Cycling’s membership services team on 0161 274 2010.
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