Client: Halfords Group plc

Event: Event Supplier

Brief: Halfords had a desire to change the perception of their company among club cyclists by showcasing a professional and skilled team and promoting Halfords as the exclusive retailer of Boardman bikes in the UK.

Response: Halfords came on board as the Official Mechanical Support Supplier to Deloitte Ride Across Britain and the Mitie London Revolution. Participants who sign up for either event are given discount codes and special offers on Boardman bikes to encourage them to head into stores. On the events Halfords carry out bike checks at event start points, set up mechanical service stations in base camps and mobile mechanical services are available on the route. They also provide loan bikes to any riders that have bikes which cannot complete the route.

Results: The response to the Halfords event team has been fantastic. Their presence throughout the 9 stages of Deloitte RAB and during the Mitie London Revolution means a wide range of participants come into contact with their friendly and effective service. The perception of Halfords changed views significantly, shown by the following quote from a thank you e-mail: “Before I would have usually shopped in Halfords for a car mat but not a bike. These guys were awesome; with a smile, efficiency, humour and skill.”