Cycling Scotland.
Making Scotland's biggest cycling event count for every rider.
WMP was selected to deliver Cycling Scotland's flagship event, Pedal for Scotland, for three consecutive years. As a mass-participation ride, it needed fresh routes and an improved experience every year to keep riders coming back, plus growing corporate involvement year on year.
Expertise
Sector
Solutions
Background.
A mass-participation event that had to earn its riders back every year.
Pedal for Scotland made cycling accessible, especially for beginners and families.
As a mass-participation cycling event, Pedal for Scotland required fresh routes and an enhanced experience each year to keep riders engaged and coming back. A key objective was to grow corporate involvement year on year. Pedal for Scotland began in 1999, and Cycling Scotland took over managing it in 2004, growing it into the country's flagship mass-participation cycling event.
The Solution.
A full event build catering to every kind of cyclist.
Designing routes for every level, from first-timers to seasoned riders.
WMP was responsible for event experience, production and logistics, event branding, venue and route management, licensing and permits, health and safety, and crisis management, medical cover and staffing. To meet Cycling Scotland's goals, we designed and delivered a range of rides across three days, catering to all levels of cyclist. These included the Gold Team Challenge, which encouraged corporate organisations to take part as teams; the Classic Challenge, a 45-mile route on fully closed roads from Glasgow to Edinburgh; the Big Belter, a 110-mile endurance ride for seasoned cyclists; and the Wee Jaunts, family-friendly closed-road rides in Edinburgh, Glasgow and Aberdeen.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
The impact.
10,000 riders, and 99% calling it the best format yet.
The result was a hugely successful series of events, with 10,000 cyclists taking part. An impressive 99% of participants rated the WMP-run format as the best ever, 46% of riders were new to the event, and 22 corporate teams, including Royal Bank of Scotland, AG Barr and STV, got involved.
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Participant satisfaction
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Return participants
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Participants
