Pedalheads
Strategic Growth Partner
An extension of the Pedalheads team, driving growth through strategic, creative, and digital initiatives.
Scope
Client
Duration
Year
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
Ali and Alisha 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 and grassroots 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.
