17 Feb The Secret to Building Buzz: Influencer Marketing for Cycling Brands

Twenty years ago, no one could have predicted that one of the most impactful marketing mediums in 2025 would not be through traditional advertising methods or celebrity endorsements – but rather, “influencers”.  Little did we know, these individuals would possess far-reaching notoriety and influence, while fostering relationships with their followers that feel more akin to a friendship than the the connection shared between a celebrity and a fan.

That is, perhaps, the magic ingredient of it all – where celebrities build fan bases, influencers build communities, and where celebrities appear nestled within a totally different echelon of status and privilege, influencers feel like one of us. Their content – notably devoid of the red carpet-laden events and sprawling mansions our favourite stars call home – feels attractively curated, but still relatable. Relatability and familiarity breed trust, and in a world so captured by digital tools and the social platforms that exist within them, influencers have an increasingly strong hold on the consumer market. 

Consider this – as of 2023, the influencer marketing industry was valued at 21.1 billion, and it’s expected to be worth over $22 billion by 2025. By 2027, the overall creator economy is expected to be worth a staggering $480 billion. What’s more, 63% of consumers are likely to buy products from an influencer they trust, and 82% of brands say they get better quality leads from influencer marketing campaigns.

The health, fitness, and sporting goods segment appears uniquely positioned to benefit from the sweeping influence of online creators. Athletes and health-focused influencers are a gold mine of inspiration and, more importantly, a trusted source for feedback and recommendations pertaining to goods and services that promise to uplevel our health and fitness. It should come as no surprise then, that cycling influencer partnerships now play a key role in boosting the social media engagement of leading cycling brands.

Why Does Influencer Marketing Work for Cycling Brands?

If you’ve ever witnessed a throng of fit, spandex-lad cyclists descend upon your local coffee shop for a mid-ride break and shot of espresso, you surely know that cyclists are a highly engaged, passionate, and community-driven bunch. Cycling is rarely a pursuit of the half-hearted enthusiast. Rather, cyclists often mind themselves fully immersed in local cycling groups and communities, eager to hit the road at every opportunity with gear designed for long, comfortable rides.

With this in mind, cycling influencers don’t just post content; they tell a story about their cycling journey, connect with their followers through shared interests, and provide valuable insights on the best gear, accessories, and rides. The content shared by cycling influencers is earmarked by its rich and dynamic quality – from action shots during rides to a panoramic sunrise water break, impressive ride statistics, or community-driven cycling events. Whether it’s a review of a new road bike or a scenic ride through challenging terrain, cycling influencers post content that feels authentic, genuine, and deeply relevant to the interests of their audience. As you can surely imagine, this is the perfect recipe for engagement and, in turn, consumer conversions.

The Benefits of Cycling Influencer Partnerships

In today’s landscape, community building is an integral part of any brand’s marketing strategy – and cycling brands are certainly no exception. With the right cycling influencer partnerships in place, brands can meaningfully expand their reach and reputation, while forging a direct connection to their customers through local enthusiasts with a strong online presence. The benefits of cycling influencer partnerships include, but aren’t limited to:

1. Better Engagement: Influencers drive higher engagement rates compared to traditional brand posts because they have organic, built-in trust and rapport with their followers.
2. Increased Sales: Affiliate links and discount codes make it easy to track ROI, as influencers often encourage followers to purchase directly.
3. Enhanced Brand Loyalty: When influencers genuinely advocate for your brand, they help you build a loyal customer base that keeps coming back (and spreads the word to other enthusiasts).
4. Bigger Reach: Influencers allow you to connect with new audiences, from seasoned athletes to casual cyclists and everything in between.
   
   Cycling Brand Influencer Strategy: Trends to Watch
   
   The influencer marketing landscape is constantly evolving, and cycling brands need to stay ahead of the curve. Here are some trends currently shaping the industry:

• Micro- and Nano-Influencers: In the influencer world, bigger isn’t always better. Smaller influencers with highly engaged audiences are proving to be a goldmine for niche businesses, such as cycling brands. They deliver authenticity and hyper-targeted reach at a fraction of the cost of larger influencers.
• Sustainability-Focused Campaigns: Partnering with influencers who advocate for sustainability creates a powerful message that nurtures a deeper connection between cycling brands and their eco-conscious customers.
• Video Content Dominance: Platforms like TikTok and Instagram Reels are ideal for showcasing gear in action, whether it’s a tutorial, a ride-along vlog, or a cinematic look at scenic cycling routes.
• Cross-Industry Collaborations: Influencers blending cycling with wellness, travel, or fashion content are reaching broader demographics, creating opportunities for brands to engage with new audiences.

At Velo Creative, we connect leading cycling brands with our curated network of prominent cycling influencers and creative professionals who are uniquely qualified to help your brand build authentic customer communities. The best part? We handle every aspect of your influencer campaign and continuously track performance metrics to ensure you get the most out of each partnership and, in turn, drive measurable results for your business. Whether you’re looking to boost social media engagement, reach a new audience, or drive sales, we’re here to help you steer your brand toward influencer marketing success.

Ready to take your cycling brand to the next level? Reach out to Velo Creative today.