Role:
Health and lifestyle editor
Challenge:
The mission was (and still is) to redress the lack of female-forward cycling media through Casquette. The pioneering magazine taps into the burgeoning passion for cycling as a style and lifestyle choice for women (Mintel reports a 5% year on year growth in female cycling) and aims to be an inspirational, intelligent, witty and beautiful magazine that looks at cycling through a stylish lens.
Result:
Working with the editor-in-chief, I’ve created and commissioned a variety of thought-provoking features – from answering cycling's biggest questions in 'the knowledge', to commissioning our top rider's best travel 'pitstops' and curating the flavours section of the magazine. We became the first lifestyle cycling brand to speak to this rapidly growing audience of women and we're ready to capitalise on the engaged, passionate community.
Within a month of launching the site had over 60,000 visits. Now, the magazine has a print circulation of over 10k, is stocked in 350 locations throughout the UK, and last year was shortlisted for a Bike Biz award. In the coming years, we plan to increase Casquette's growth and reach through digital and experiential products. Watch this space!
