Case Study

Pedalheads

Confidence building and action-packed programs for kids

Introduction

Pedalheads is a kids’ sports programming company with a mission rooted in confidence-building. Founded in 1986, the company began with a better way to teach kids to swim and has grown into a beloved brand across North America, offering swimming, bike, and now soccer programs.

Project Scope

  • Fractional CMOs to lead high-level strategy
  • Develop internal marketing team to drive ambitious growth
  • Strategic execution of key marketing tools including website, advertising campaigns, social media channels
  • Growth support for multiple new location launches

The Challenge

By 2021, the COVID-19 pandemic had created an unexpected boom in outdoor bike camps—but the marketing department was stretched to its limit. With only two team members (one very junior), strategy took a backseat to survival. The company’s board recognized the need for outside marketing leadership to avoid burnout, reach new audiences, and build the foundation for long-term growth.

The Solution

Mothership joined Pedalheads’ leadership as fractional CMOs, starting by rewriting their vision—from “reach as many families as possible” to “creating high-fiving ‘I did it!’ moments for kids”. This shift, from reach to impact, centered the brand on confidence. We built annual plans, restructured for scale, strengthened digital skills, and coached the team to grow.

The Results

In a few years, Pedalheads grew from a two-person tactical team to a seven-person specialized department. Marketing became data-driven and customer-focused, cutting cost per registration and boosting digital KPIs. New locations opened, with more coming. Their vision statement became a true guide, with team members tying daily work to its message.

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