Knowledge Exchange July
Case Study: Cycling Victoria (CV) – A sound understanding of market driving success in CV initiatives

Taking time to Test the Market - Cycling Victoria’s Life Cycle 55+ Program

In this edition, Mark Drehlich, Riding and People Manager from Cycling Victoria has provided us with some of his insights into Cycling Victoria’s (CV) Life Cycle 55+ Program.

The Program has three streams:

1. Inspired

Inspired is a program designed to help you find your way back into riding your bike, by providing a 6-week program of cycling skills classes. These classes aim to increase rider confidence by providing a weekly bike and mechanical skills session. Sessions run for approximately 90 minutes and cost $95 for the 6-week program.

2. Adventure

Life Cycle 55+ Adventure is a new way to see and experience some of Victoria’s great outdoor wonders, marvels and attractions! Adventure rides will showcase the best of Victoria through single and multi-day rides and cycling tours. Each ride will offer riders something different, whether that is exploring many of Victoria’s gourmet regions, coastal parks, and rugged ranges or riding the same course as the Jayco Herald Sun Tour before the professional riders have their turn.

3. Explore

Explore is about social riding with like-minded individuals, on a regular weekly ride. These rides are all about exploring your local area and will always start at the same time and start location, every week throughout the year.

To date CV has delivered three Adventure rides and results are as follows:

According to Mark, the participation numbers are positive and even though the last ride declined in participation, he expects numbers to increase as the brand is further recognised and developed around the state. He also indicated that seasonal factors also have a big impact on an individual’s willingness to ride. Mark considers success for the above initiatives to be defined as establishing a completely sustainable program with ongoing participants at the end of the three year funding program and he believes that CV are well on the way to achieving this objective. These recent trials indicate that the people are interested in the program and are willing to participate now and into the future.

Some key factors that Mark believes have contributed to these results are:

• Taking the time to develop a strong business plan;
• Developing a sound understanding of the market;
• Piloting programs to learn what works and what doesn't.

There have also been learnings about the target group that have not been known or considered prior to these pilots. These are as follows:

1. Willingness of participants to spend money on a quality product.

In the past CV have undervalued their products. CV is learning that people are willing to spend money on a product as long as it provides a high level of quality and meets their needs.

2. The majority of people found out about the program through word of mouth or online.

Very few participants found out about the program through non-electronic means. This was not expected. This information has helped CV direct their marketing budgets appropriately. CV will continue to monitor how participants find out about the programs.

The following extract from CV marketing illustrates how focus of CV is shifting from traditional competitive events to the new challenges and opportunities that are presenting themselves for this segment of the market:

“By becoming involved in our over 55 cycling group, one is entering a world of incredible support and inclusion. The over 55 group have formed a wonderful bond through their respective interest in both cycling and the great outdoors and from the value that is espoused from the ongoing social interaction. The over 55 group share memories over coffee, lunch or a quiet beer at the end of each ride and whilst cycling is certainly the agenda - it’s not the sole focus.”

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