British Cycling Unveils New Ventures Arm To Accelerate Commercial Expansion

British Cycling has announced the launch of British Cycling Ventures (BCV) – a bold new commercial entity established to drive sustained revenue growth, unlock external investment, and realise the full commercial potential of cycling in Britain and internationally.

BCV will oversee all commercial activity across the British Cycling Group, driving commercial growth, with a particular focus on events. Every success delivered by BCV will directly fuel the broader British Cycling Group, enabling continued investment in the organisation’s purpose of bringing the joy of cycling to everyone.

The new entity will also absorb the existing British Cycling Events subsidiary, bringing every commercial strand under one strategically focused umbrella, designed for growth.

British Cycling’s Chief Commercial Officer, Darren Henry, has been appointed Managing Director of BCV, having led the federation’s commercial transformation since joining in 2021.

Of the announcement, Henry said; “The launch of British Cycling Ventures is a landmark moment for our organisation and a transformative step for British sport. For the first time, we have a dedicated commercial engine designed to elevate cycling’s reach, create unforgettable experiences for riders and fans, and build sustainable growth far beyond our traditional horizons.”

Henry continued; “BCV will give partners and investors a rare opportunity to help shape the future of one of Britain’s most successful Olympic and Paralympic sports.”

BCV’s strategy focuses first on expanding and elevating its events portfolio, from track cycling to cyclo-cross and BMX freestyle. It is also laying the foundations for future non-event commercial opportunities, launched ahead of Britain hosting the Tour de France’s Grand Départs in 2027. These will include partner platforms, digital ecosystems, and new revenue models aligned with how fans engage with the sport today.

BCV will operate with its own management and executive team, with a further two new board members joining in 2026. Further details on structure, recruitment, and timelines will be announced in the coming months.

Jonathan Day will continue to lead the events function in a newly titled role, Director of Events, reporting to Darren Henry.

British Cycling has increased its commercial revenue by 286% since 2023, including with long-term Lead Partner, Lloyds, as well as partnerships with Shell UK, Elixirr, ALE amongst others. With over 26.3 million people in the UK who ride their bike at least once a year, there is a significant opportunity to grow revenues further through a sport which isn’t just a mode of transport, but which plays a pivotal role as a catalyst for social change.

To accelerate the growth of the new venture, British Cycling Ventures has appointed Oakwell Sports Advisory as its exclusive advisor to identify and secure a strategic investment partner. BCV is now actively seeking strategic equity and investment partners.