About Ride Nation
Cycling already has a place in the heart of many Australians.
However, it can be confusing for those looking to get into cycling who often don’t know where to look or what is the best option for them to pursue.
To address this issue Cycling Australia has launched a new strategy to build participation in bike riding through a dedicated participation brand Ride Nation.
Our aim for Ride Nation is for more people to enjoy riding their bike – regardless of age, circumstance, skill level and location. We believe riding a bike is a key life skill, which will become increasingly important in the future.
We want to build a connected network for cycling. Rather than recreate work that has already been done in building program offerings, we want to endorse current offerings of riding programs and activities being delivered in pockets around the country and build value-add partnerships to support these to achieve greater reach.
Our focus is on improving systems for potential consumers to better navigate the cycling environment and to feel comfortable with undertaking riding activities that suit their needs, as well as seek to progress with their experiences. We want to remove barriers to access cycling - from perception to practicalities.
Ride Nation will be the destination for riders to learn and connect as a community.
What we’re doing
We have developed a digital "marketplace" to become the destination website for riders of all abilities who are interested in skill development, tours or fun, where they can connect with deliverers.
A digital marketplace is an online platform that connects buyers and sellers, and in particular, allows buyers to find programs that suit their needs. Specifically:
- creation of a digital platform that offers deliverers of cycling an opportunity to partner with us to extend their reach and streamline their processes
- provide an entry point to customers to access the riding information relevant to them at every stage of their journey
- create a value proposition that supports system sustainability
- creation of physical centres that harness current riding activities, resources and workforce to provide a coordinated approach to engaging people (regardless of discipline) in cycling and keeping them involved
- a place where customers are able to find a variety of information, events and activities
- with access to a variety of riding infrastructure/topography offering more than one type of cycling
- with a coordinator organising the activities and connecting to local community such as schools, bike stores, community groups
- support our centres to focus on delivering riding in their community through professional development, streamlined business systems and value-add partnerships
- activate marketing activity to drive business to our centres at a national and local level
We will be delivering learn to ride programs into schools across Australia with:
*simple labels to indicate purpose, place and progression: skills, confidence, explore
* each level is 6 hours and can be structured to suit the school, eg: 1 hour per week for 6 weeks or 6 hours in one day, etc
* provide coaches with a toolkit of content and lesson plans to achieve set outcomes