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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.

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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. 

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Countryside Road
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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.

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*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?

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  • 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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