British Cycling x Elixirr: Building the digital future of cycling

For more than two decades, British Cycling’s digital infrastructure supported one of the UK’s most successful sporting organizations. But as member expectations evolved and new technologies emerged, legacy systems were no longer able to deliver the seamless experiences needed by hundreds of thousands of members, clubs, volunteers and event organizers. 

Recognizing the need for more than a technology upgrade, British Cycling sought a transformation partner to help reimagine its digital ecosystem while maintaining the services relied upon across the sport. Working as one integrated team, we began by understanding the needs of every user across the cycling ecosystem. Through discovery, user research and service design, we established a vision for a modern, cloud-native platform that bring together membership, events, learning, data and customer engagement through a single digital identity.  

Delivered through an agile, phased approach rather than a disruptive ‘big bang’ replacement, the program is enabling British Cycling to modernize while maintaining day-to-day operation. The new modular platform will allow the organization to adopt new technologies more quickly, deliver richer member experiences and build the digital foundations to support the future growth of the sport.

Learn more about our work with British Cycling in the video below.