National governing body British Cycling has appointed sports marketing agency Serotonin as its new digital marketing partner, following a competitive multi-agency pitch.
Based in Manchester, Serotonin is a digital agency with clients including ASSOS of Switzerland, SUDU, Private White VC and SWI Cycling. Founded by Dom Carter and Clair Heaviside, Serotonin has a client base spanning the UK, Europe and the US.
The agency adds that it… ‘will now support the national governing body for the sport of cycling in Britain in accelerating membership growth and event ticket sales through a blend of media strategy, creative direction, and full-funnel campaign execution.’
“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.”
Sara Piper, Head of Marketing at British Cycling, added “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.
“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 agency’s appointment aligns with British Cycling’s broader objectives to modernise its digital engagement and connect more meaningfully with diverse cycling communities.
www.serotonin.co.uk/
www.britishcycling.org.uk
