Case studies · Sport & Events

How We Built An Email Programme Around The Ride, Not The Send.

A gravel cycling events brand where every customer’s journey has a date on it. We rebuilt email around the event lifecycle, and made every ride sell the next one.

+58%

Repeat-entry rate among riders receiving the post-event flow

34%

Of next-event entries arriving inside the 48-hour rider window

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★★★★★ 100% satisfaction rate ·40+ brands helped

About the brand

A gravel cycling events brand where every customer’s journey has a date on it. We rebuilt email around the event lifecycle, and made every ride sell the next one.

The challenge

What Was Holding Them Back.

Challenge 01

Entries open, then silence

Riders entered an event months out and heard almost nothing until the final info email. Months of anticipation, zero relationship-building, and no kit or partner revenue captured in between.

Challenge 02

The post-event cliff

The most emotionally engaged moment in the entire customer lifecycle, the finish line, was completely unmailed. No photos, no congratulations, no next event.

Challenge 03

A list that didn’t know rider from spectator

First-timers, returning riders, no-shows and newsletter browsers all treated identically, with predictable engagement decay.

The approach

How We Fixed It.

01

Build the event lifecycle spine

A templated automation arc per event: entry confirmation, training-block countdown content, kit list and partner offers four weeks out, logistics at one week, race-week hype, then finish-line congratulations with photos and results.

02

The 48-hour window

A post-event flow landing while legs still ache: results, the photo gallery, and priority entry to the next event within a rider-only window. The single highest-converting send in the programme.

03

Segment by riding identity

First-timer versus veteran, distance preference, region. Feeding both event recommendations and tone: reassurance for first-timers, challenge-framing for returners.

04

An off-season worth reading

Route previews, training content and rider stories through winter, keeping the list warm through the months when nobody’s buying entries.

The results

What Moved.

The finish line became the start of the next entry, and the calendar filled itself.

+58%

Repeat-entry rate with the post-event flow

34%

Of next-event entries inside the 48-hour window

61%

Average open rate on event-lifecycle automations

“Glorious Gravel founder quote: the post-event flow and what it did for repeat entries, pending real testimonial”

Glorious Gravel

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★★★★★ 100% satisfaction rate ·40+ brands helped·£10M+ revenue generated

“They'd found us more revenue before we'd even signed anything. The call alone was worth it.”Callum, CGS Direct

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