Case Study: British Cycling

Releasd enables the British Cycling Comms team to communicate effectively with senior management and commercial partners, proving that they have met their targets and delivered value.

Business Summary

British Cycling is the national governing body for cycling as recognised by the UCI – the international federation for the sport. Based in Manchester at the HSBC UK National Cycling Centre, British Cycling works across all levels and six disciplines of the sport (BMX, Mountain Bike, Cyclo-Cross, Road, Track and Cycle Speedway), from providing the support and encouragement people need to get riding their bikes for the first time, to being home to the hugely successful Great Britain Cycling Team.

It enabled us to prove our worth as a team and show the value of what we do; that we’ve achieved our ambitions and that media coverage aligns with a broader strategy.
Kirsty McCaskill-Baxter, Communications and Public Affairs Manager

Hi Kirsty. What do you do?

I’m the Communications Manager in a team of five. Our job is essentially to create and push out all of the external comms, making sure British Cycling’s reputation is intact.


Why is stakeholder engagement important to your team?

We need to prove that we've met our targets, or met a business need. That’s really important. But there’s a personal motivator for the team, in seeing what we've achieved, what we've done.


Who are your stakeholders?

Our senior management, and we've got quite a few commercial partners and funding bodies like Sport England and UK Sport.


How were you engaging them before Releasd?

We produced Word documents with just a picture. Then we tried to use PowerPoint.

Our media coverage compilation process was taking far too much time. It felt quite archaic. It didn't actually look very good at the end, either.


Why did you adopt Releasd?

We knew we could use to a) make our work look more aesthetically pleasing and b) speed up the process.

It's much more slick. It has professionalised us as a team and takes us less than half the time it used to to do media reports. I can't see that we could manage without it, really.

What impact has Releasd had?

It enabled us to prove our worth as a team and show the value of what we do; that we’ve achieved our ambitions and that media coverage aligns with a broader strategy.

It's easy to share, so we can demonstrate value to our partners - and our partners value them as well. They regularly ask for them. They give us feedback that they’re valuable.

It's much more slick. It has professionalised us as a team and takes us less than half the time it used to to do media reports.

I can't see that we could manage without it, really.

Want to see how Releasd can help you?

Book a demo