The MTM Agency has been appointed by British Cycling and EMD UK, further strengthening our growing portfolio in the sport and membership space. As covered in Campaign’s Pitch Update and Insider Media’s South East business coverage, the two new partnerships build on our experience supporting membership organisations and governing bodies to drive growth, deepen engagement and create stronger audience relationships.
For membership organisations, growth is rarely straightforward. Audience needs are changing, expectations are higher, and the challenge is now to sustain relevance, demonstrate value and build lasting connections across increasingly diverse member communities. This demands a joined-up strategy, clear positioning and marketing that is built around genuine audience understanding.
These new partnerships further strengthen our specialist credentials in the sport and membership sector. British Cycling and EMD UK join an existing roster that includes British Gymnastics, England Golf, and England and GB Hockey, reflecting the confidence leading membership organisations place in our ability to combine strategic insight, audience understanding and integrated delivery.
Following a competitive tender process, British Cycling appointed The MTM Agency to support its membership growth through creative campaigns and targeted paid search activity. As the national governing body for cycling in Great Britain, British Cycling represents more than 148,000 members and plays a central role in supporting participation in the sport at scale.
MTM has also been appointed by EMD UK, the national governing body for group exercise, to provide support across web, email, SEO and social media. The focus of the partnership is to help grow its membership base across instructors, facility operators and class participants nationwide.
Commenting on the appointments, Wes Maynard, Managing Director at The MTM Agency, said:
“We understand the unique challenges of growing and retaining members at a national level, and we’re really excited to bring our experience to British Cycling and EMD UK to support them in building stronger, more connected membership communities.”