British CyclingMembership fell by 15,000 in 20 months, with the governing body recording a third consecutive year of financial losses.
Membership fell from 137,968 to 128,663 in the year to the end of March 2024, according to the company’s annual accounts published last week. Cycling Weekly I asked British Cycling for the latest figures and was told that the numbers have since fallen further, to 122,982 at the end of November, a 10.86% drop in 20 months.
The governing body’s membership revenue also fell, falling from £5.8m to £6.1m in the financial year to March 2024, with the company recording an overall pre-tax loss of £660,329.
Commenting on the company’s accounts, Frank Slevin, chairman of British Cycling, said: “This financial year has been another challenging year financially, with increased sponsorship revenue offsetting a decline in grant, event and membership income.”
Slavin added that the organization has since taken “proactive steps” to address declining membership and “our cash sales have grown.”
Paid members of British Cycling receive liability insurance, legal support and exclusive brand benefits. Membership is also required to obtain a competition license.
This spring, British Cycling changed its annual membership offer, with basic adult membership costing £50 and premium membership costing £80. Previously, prices varied for fans, commuters and racers, with entry-level racing membership priced at £27.
The latest competition content, interviews, features, reviews and expert buying guides, delivered straight to your inbox!
As part of the new model, British Cycling has also launched a free ‘supporter’ tier. This therefore does not provide any income to the governing body and is not included in the membership total. A spokesman said the number of people signing up for free was “significant”.
Last October, Cycling Weekly According to reports, 11 of British Cycling’s 250 staff have been suspended be redundantagainst a backdrop of declining membership and sponsorship shortages.
The governing body has also been criticized by its members for its own practices. Partnering with oil and gas giant Shellto be announced in fall 2022.
British Cycling’s latest annual accounts detail the first full year of the Shell deal and show an increase in commercial partner funding from £1.86m to £2.52m. The figure was also helped by new deals with Destination Sport, Sportive Breaks and eyewear brand Coral, as well as long-term partnerships with brands such as Lotus, Schwalbe and Lazer.
Chief executive Jon Dutton said it was now “imperative” for British Cycling to expand its own revenue to increase investment and better serve members. Dutton wrote in his annual accounts that the company was “well positioned” to return to growth, although “it’s unlikely to happen overnight”.
“We operate in an extremely challenging environment, but we are on a path of continuous improvement with determination,” Dutton said.
Despite financial losses of more than £660,000, British Cycling reduced its deficit in the year to March 2024, compared with a pre-tax loss of £1.16m the previous year.
Asked to comment on the drop in membership numbers so far, British Cycling’s head of membership Emma Hadley said: “The number one priority for members this year has been revenue growth – and we’ve delivered on that Objectives – and to implement and raise awareness of our attractive membership to provide a service with a strong sense of community and belonging.
“This will continue to be a big focus in 2025 as our data and digital infrastructure evolves, in addition to delivering personalized content, improved onboarding and the overall customer experience for members.”
