British Cycling has selected Manchester-based agency Serotonin as its new digital marketing partner, following a highly competitive multi-agency pitch process.
The performance marketing agency, which is known for its work with global sports and lifestyle brands including ASSOS of Switzerland, Private White VC, SUDU and SWI Cycling, will now support the sport’s national governing body in driving membership growth and boosting event ticket sales.
With a specialism in the sports sector, Serotonin will lead on media strategy, creative direction and full-funnel campaign execution. The agency, co-founded by Dom Carter and Clair Heaviside, has rapidly built a reputation as one of the UK’s most effective performance marketing specialists, with a growing client base across the UK, Europe and the US.
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“We’re here to partner with ambitious teams who want to push limits, not play safe,” said Dom Carter, CEO of Serotonin. “British Cycling is an organisation we’ve long admired – not just for what they represent in elite sport, but for their impact on communities, accessibility, and the wider growth of cycling across the UK. We’re excited to deliver some of our best work yet.”
The new partnership comes amid a period of continued growth for Serotonin, which has seen the agency deliver standout performance across sectors including sport, fashion, hospitality and lifestyle.
Sara Piper, Head of Marketing at British Cycling, said: “British Cycling is excited to work with an agency that brings fresh energy, proven results, and deep understanding of our audience. Together, we aim to drive growth in membership acquisition and retention, while boosting event awareness and ticket sales.
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“We look forward to working in partnership with Serotonin to further our aim of bringing the joy of cycling to everyone, reaching new audiences and showing we’re here for every person who rides a bike – no matter your level or background.”
The appointment forms part of British Cycling’s wider strategy to modernise its digital engagement and better connect with diverse cycling communities across the country.
Serotonin’s proven track record in performance media, content, and conversion-led creative is expected to play a key role in helping the organisation grow its reach, relevance and impact in the years ahead.
