Let's face it, selling a carabiner, a kayak, or a four-season tent isn't like selling everyday commodities. You're selling trust. You're selling performance under pressure. You're selling the critical link between an adventurer and their environment, sometimes even their safety. How do you convey that level of performance and the sheer thrill of the experience it enables through a fleeting social media ad? Hint: It's not with bullet points and spec sheets alone.

Launching a new cycling product – whether it's a groundbreaking groupset, cutting-edge aero helmet, or the perfect gravel tire – is exhilarating. Months, maybe years, of R&D, design, and testing culminate in this moment. But getting that shiny new gear in front of the right cyclists, and actually convincing them to click "buy," requires more than just a hopeful post on Instagram. In today's crowded digital peloton, you need a plan. You need a funnel.

Scroll, scroll, tap, scroll. The social media feed – a relentless stream of updates, ads, and ‘viral’ videos. For running brands, just showing up isn't enough. Shouting about your latest shoe drop or sale into the void? That's like trying to get noticed at the start line of the London Marathon by whispering. To truly connect, you need to go beyond the feed. You need to build a community.