Brandnation appointed by Freewheel


Brandnation has been appointed by leading online cycle retailer Freewheel to activate its UK PR and communications plan. 

Following a recent boom in the cycling industry, in which it is estimated 1.3 million bikes were sold during lockdown, the agency has been briefed to capitalise on the increased interest in the sport and raise visibility of the brand across UK media. The account will be headed up by the sport division’s account director, Joe Murgatroyd. supports a national network of independent specialist bicycle retailers to provide an online presence that brings all the benefits of ordering online but backed and supported by local independent bicycle shops. 

Mary Killingworth, Managing Director at Brandnation said: “We’re absolutely delighted to be working with at such a pivotal moment for cycling when so many are discovering the many benefits of the sport. Through our work with, we’re looking forward to supporting independent cycle retailers to drive more business their way. 

“Building on our cycle, sports and lifestyle expertise, Brandnation has an exciting plan of activity lined up that will raise awareness and sales for the brand whilst landing their positioning as Your Local Bike Shop Online.” 

Aled Gamble, Communications and Sponsorship Manager at Madison, the parent company of Freewheel, said: “We have worked with Brandnation before and it has a proven track record of delivering fantastic work within the cycling industry and lifestyle media so we’re very excited to welcome them to the team. 

“The agency’s knowledge of the sports and lifestyle sector paired with their KPI-driven approach was a winning formula that we believe will help grow and in the process help local bike shops up and down the country.” 

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