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LC__CC rewards for riding

powered by k_ble

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.

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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 Club home screen
Award win list
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The k_ble team concepted and developed the new LC__CC with an active and forward thinking Le Col client team. What we developed was an experience platform that created meaningful connections and dialogue with fans in a way that, unlike competitors, welcomed riders based on their own unique persona on the bike. 

The mission was simple:

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CREATE THE MOST REWARDING
CLUB IN CYCLING

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And the k_ble team did just that. Creating what is now the biggest cycling club in the world. A club which is personalised to every cyclist based on their effort on the bike and their desire to be inspired, feel united, be challenged, and celebrated.

What we produced

  • Rider and category insights

  • Workshop, programme leadership and concept framework

  • Integration into the Le Col SCV / CRM

  • Seamless eCommerce experience and tech-stack integration

  • Currency algorithm for earning, usage life-cycle, redemption & non-point based reward matrix

  • User account area, points collector and dashboard

  • All data requirements

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A programme built on 3 pillars of rewards

Exclusive Rewards

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  • 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

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  • 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

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  • 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. 

Earn rewards for riding
Train with pros
Ride with legends
Countryside Road
Strava logo

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.

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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.

Client testimonial Le Col

*Data based on Customer Lifetime Value increase & Average Order Frequency across 2023 for Le Col – LC__CC Independent Performance Report 2023.

What impact
did k_ble make?

Le Col Club dashboard
  • LC__CC is the biggest cycling club in the world with over 144,000 members from 184 countries
  • Over 4.5 million rides over the last year, cycling over 180 million KM
  • Over 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
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