Keeping a Brand Alive (and Thriving) for 20 Years

Making a Government Scheme Mainstream

“It was a brilliant piece of legislation - just buried in a finance act.”

Cyclescheme is built on something you probably didn’t know existed: a green transport plan tucked inside the 1999 Finance Act. It allowed employees to sacrifice part of their salary to pay for a new bike, tax-free. But for years, the process was so clunky, barely anyone used it.

Enter Cyclescheme in 2005. Founded by two Bath-based bike shop owners who saw the opportunity, they built a service model around simplicity, service, and value - removing the friction and making it work for both employers and employees.

Today, the brand is almost synonymous with the cycle-to-work benefit itself. But that didn’t happen by chance. It happened because they made it easy.

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Evolving with Every Ride

“Word of mouth is still our biggest marketing tool - 58% of our business comes through it.”

You don’t stay relevant for 20 years by standing still. Adrian talks about how the brand evolved from local beginnings to a national operation - adapting its logo, messaging, and employer network as it grew. It’s not about changing for the sake of it; it’s about staying in step with your audience.

Cyclescheme’s mission has always been clear: to get more people cycling to work in the easiest way possible. But the execution? That’s shifted with every new audience, challenge, and trend - from red/amber/green factory-style branding to employer portals and e-bike uptake.

And with the launch of Cycle to Work Day in 2013 (yes, they created their own national day), the team found a powerful way to raise awareness and bring people together - without making it all about them.

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One Brand. Two Very Different Audiences.

“Our biggest marketing challenge is always: are we talking to the employer or the employee?”

Convincing someone to cycle to work is no small task. But with Cyclescheme, you don’t just need to sell the idea to employees - you also need to convince employers to offer it in the first place.

That double audience challenge is central to their marketing strategy. As Adrian explains, they’ve experimented with everything from split-path websites to audience-specific CTAs. But at the core of it all? A relentless focus on the end user.

Because if you can help employees solve a problem - save money, get healthier, feel better - then employers will see the benefit too. It's not about pushing a product. It's about removing blockers, educating people, and making cycling feel doable.

Content That Changes Behaviour

“You don’t have to be a Tour de France rider to cycle to work.”

Let’s talk marketing. For Cyclescheme, content isn’t a nice-to-have - it’s the engine behind everything they do. From blogs and videos to toolkits and FAQs, the team focuses on removing friction and busting myths.

Think things like:

• “What if it rains?”
  

• “What do I do if I get a puncture?”
  

• “There’s no shower at work - now what?”
  

• “I have to drive on an A-road… how could I possibly cycle?”
  

The content isn’t just educational - it’s empathetic. And with millions of views across platforms, it’s working. Since launching, they’ve helped more than a million employees get on a bike. And thanks to content marketing and smart SEO (hi 👋), that number keeps growing.

Want to listen to the full episode? Listen below.

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Want help with awesome content and smart SEO to help your brand grow like Cyclescheme, then get in touch.

The Role of Passion in Business Longevity

“If your employees aren’t passionate about the brand, your customers won’t be either.”

When you talk to Adrian, it’s obvious: Cyclescheme isn’t just a job. It’s a mission. And it’s one that’s only grown stronger over time. He credits the team’s longevity and success to one thing: shared passion.

From the mechanic who became their first employee to the social community he rides with on weekends, Adrian’s world is now deeply intertwined with cycling. It’s why he’s stayed. It’s why the brand still matters. And it’s why people keep signing up.

His advice to other brands trying to reach that 20-year milestone? Stay focused on your customer’s problem. Make their life better. And build a team who actually believes in what you’re doing.

Ready for the full episode?

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The Good Stuff, Summed Up

Here are three takeaways from this episode:

1. Brand longevity starts with passion
   If your team isn’t invested in what you’re doing, your customers won’t be either.
   

2. Great content removes blockers
   Educational, empathetic content is key to changing habits and encouraging uptake.

3. Focus on solving real problems
   Don’t just sell a product. Make life easier for your customer, and everything else follows.

Before You Go…

Want to learn more about Cyclescheme - or fancy getting a shiny new bike with serious tax savings?

Head over to www.cyclescheme.co.uk where employers can sign up in minutes, and employees can start their journey from the same place.

And if you enjoyed the episode, don’t forget to subscribe to Marketing vs The World for more conversations with the people building brands that matter.

Finally, don’t forget to follow our host and founder of Monday Clicks, Abbie Dando and drop us a message if you’re looking for help with content, SEO, or just want to work smarter not harder.