Aspire Live

Virtually inspiring the Club Peloton community

Client

Club Peloton

Brief

Engage the Club Peloton community with virtual events during lockdown.

When the COVID pandemic put Club Peloton’s physical events on pause, its operational model was turned upside down. The charity asked Aspire to help them find new ways to engage and inspire its community and keep the membership thriving.

Responding to world-changing challenges

Club Peloton is a charity that puts on fundraising cycling events and has given over £4 million to good causes since 2006. 

Aspire has worked with Club Peloton since 2012 to organise events such as the Cycle to MIPIM, its flagship ride from London to Cannes.

With no fixed date for mass participation events to return during the Coronavirus pandemic, Club Peloton asked Aspire to work closely with the team to find alternative solutions.

The aim was to design and implement a plan that would keep the Club Peloton community engaged through lockdown and keep its fundraising activities and brand front of mind.

“Aspire have worked closely with us to pull together a series of diverse, expert and inspirational ‘In the peloton with….” chats for the Club Peloton community and beyond.”

Nick Hanmer
Chief Executive, Club Peloton

Bringing together partners, friends and collaborators

Aspire and Club Peloton quickly adapted community activities in response to the COVID pandemic and lockdown restrictions. 

As it was impossible to organise physical, in-person events with any confidence, we worked closely with Club Peloton to plan a series of virtual get togethers.

We called upon partners and friends of Club Peloton to deliver great content and run educational and healthy online sessions. All of which were shared across the Club Peloton social channels.

The events featured a variety of presentations to engage the community, from strength and conditioning and healthy eating workshops to expert, hands-on talks from bike mechanics.

We also created a unique online speaker series in partnership with Velocity Magazine where regular online chats took place ‘on-the-bike’ indoors.

Thriving through lockdown

30%

rise in membership in 2020

10

’In the peloton with…’ online chats delivered in 2020

269

’In the peloton with…’ online chat attendees

Pivoting successfully to a new plan

The virtual events were a great success. They offered a fresh, innovative approach and a more target driven agenda that has been a mechanism to drive new Club Peloton memberships up by 30%.

The collaboration has strengthened the long-term partnership between Club Peloton and Aspire, too. We have been amazed at what a diverse, expert and inspirational community Club Peloton have built over the years. The loyalty from so many individuals really shone through during such a difficult year for the charity.

The virtual events have been so successful during 2020 that a whole new programme will run in 2021.