Permanent
Le Col Cycling Club
Find out how premium cycling apparel brand Le Col increased their owned customer value by 300% using k_ble.
Create the most rewarding club in cycling
More people are becoming passionate cyclists than ever, but the format of a cycling club has not changed in decades. The category was ripe for disruption and needed a pioneering brand to bring new ideas and opportunities for cyclists to try. Introducing Le Col — providing cyclists with a team and personalised support to help them achieve their own personal goals via a brand experience like no other with Le Col Cycling Club.
Le Col Cycling Club is a first-of-its-kind membership experience which learns and acts on the behaviour of cyclists, rewarding them based on confirmed actions with 100% relevance. By connecting LC__CC to riders' existing cycling tracking apps, we gave members the opportunity to earn Rewards For Riding points with every km they ride. k_ble actively tracks every factor of effort, such as speed, distance, elevation and time on the bike to create personalised cycling challenges, training modules, product unlocks, group rides and the ability to earn additional rewards.
Exclusive Rewards
- By tracking activity using Strava data, points are earned for every KM clocked
- Points earned unlock tiered discount levels
- Every £ spent earns points
- Exclusive access to LC__CC kit
- Priority access to Le Col sales and new product drops
- Bonus points or free kit for reviewing a product or referring a friend
- Points progress and ride data can be tracked on a personalised dashboard
Train With Pros
- LC__CC digital training hub: on-demand training videos to help get the most out of every ride
- Tips and advice from pro-level coaches
- Organise or join a meet-up through the LC_CC online community
Ride With Legends
- Live training sessions with Le Col Coaches and Pro Ambassadors
- Live Zwift rides with the legends of cycling, Sir Bradley Wiggins and Victoria Pendleton
Using the k_ble method and leveraging Passion Point Data combined with behavioural economics insights, we designed a highly personalised marketing strategy that resonates on a deeper emotional level with our customers across these three pillars of loyalty rewards.
Through Strava, every KM ridden is converted into points and a rider can track progress towards a tiered level of discount on Le Col kit. Points can also be earned by completing several community based actions. k_ble tracks every form of effort, such as speed, distance, or elevation, then seamlessly rewards the rider based on daily activity or conscious brand engagement.
Inside LC__CC
What impact did k_ble make?
144,000
members from 184 countries
4.5m
rides in the last year, cycling over 180 million KM
16k
reward point codes claimed by members, earned by time on the bike
24,500
training plans downloaded
67%
of Le Col's weekly revenue now comes from LC__CC members
