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Digital and membership drive: British Triathlon appoints SHIFT Active Media

British Triathlon Mixed Relay Cup in Nottingham - photo British Triathlon

SHIFT Active Media has announced its new partnership with British Triathlon – the national governing body for triathlon, aquathlon and duathlon in Great Britain. SHIFT, an award-winning, Bath, UK-based, cycling and tri-sports focused marketing communications agency, is part of Play Sports Network, the company behind YouTube channels such as Global Cycling Network (GCN) and Global Triathlon Network (GTN).

SHIFT will be working on a number of elements for British Triathlon. These include: advertising strategy, content strategy, creative services and copywriting as well as digital design and development.

SHIFT will focus on supporting British Triathlon to grow its annual membership throughout 2018, conveying the core benefits of being part of British Triathlon to both experienced triathletes and total newcomers to the sport. SHIFT will also ‘support the digital marketing strategy, produce inspiring written content and design new interactive landing pages to help support existing and future members in their journey.’

British Triathlon is seen as an ideal addition to SHIFT’s portfolio of specialist organisations, such as national governing body British Cycling and sports and media company RCS Sport. SHIFT also works with a diverse mix of brands including SRAM, ZIPP, YT Industries, Zwift, fi’zi:k, Alé, CatEye, KASK and others across the cycling, sports and triathlon industries.

Gaby Hay, Membership Manager at British Triathlon said “We are very excited to be working with SHIFT due to their unrivalled expertise and knowledge within the triathlon industry. We feel they will effectively resonate with our key audience and we are excited to watch their creative minds in action.”

Wayne Brown, Managing Director of Play Sports Group (SHIFT’s parent company) said “We are very proud to be working with British Triathlon to help raise awareness of their membership programme benefits and therefore grow the number of annual members. We believe in creating opportunity for everyone, and boosting participation can only be a good thing for the sport.”

Play Sports Network is billed as the world’s leading creator of cycling digital video distributed on YouTube and Facebook. It is a digital sports media company focused on the world of cycling. It has built a leadership position in the market, reporting 74% year-on-year growth in video views to over 35m in November 2017.

Play Sports Network operates three market-leading YouTube channels – Global Cycling Network (GCN), Global Mountain Bike Network (GMBN) and Global Triathlon Network (GTN), with over 1.79 million subscribers and millions of fans across associated social media platforms. The YouTube show/channel presenters are ‘ex-pros from the very highest levels who connect with the fans and with world class athletes’.

2018 has already seen the addition of three new channels: the Electric Mountain Bike Network (EMBN); GCN Tech; and GMBN Tech.



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