The Job

To help British Cycling better train the next generation of Olympic champions through an updated Rider Route programme

The Spark

Get the riders on route to victory


"We needed a new rider route that was easy to follow and that communicated the excitement of British cycling. The creative developed by the team at Spark captured exactly what we were looking for and we couldn’t be happier with it. The new rider route will help British Cycling produce the cycling talent of the future."

Ian Yates

British Cycling, Performance Pathway Manager

In Summary

British Cycling has trained some of Britain’s greatest ever Olympians: Wiggins, Hoy, Kenny, Trott, all bonafide legends of the track. However, every champion has to start somewhere.

British Cycling came to us to detangle their rider route; the years of training, nutrition, exercise and support that carries a young rider from being a newbie all the way to Olympic glory. We created a brand style, designed an easy-to-follow visual graphic for the route itself and then executed everything from rider manuals to print and TV ads. Some of what we did was used in the run up to Rio 2016, where British Cycling famously rode to a massive twelve medal haul.

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