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Back Story

Crosshead is a UK company, pioneered by founder Stuart Lambert, producing a new folding bike range to cater for all types of cyclist. Its bicycles are designed and engineered by industry specialists following a unique Z-fold technology which allows riders to easily fold the bike in seconds into a compact package.

The Story Unfolds

Aspire partnered with Crosshead for their UK launch covering a wide remit of activity to introduce the brand to established cycling media whilst targeting wider lifestyle press too. We also provided support for Crosshead in content creation and brand activation, as well as developing a human-interest angle to highlight Stuart’s background, his start-up story and the passionate development of the bikes. Along with this brand story and founder biography we produced media packs and FAQs focused on Crosshead’s USPs as well as executing an aspirational photoshoot and setting up educational media briefings for the launch.

Ride Away Success

Aspire’s launch project captured the imagination of the cycling press resulting in coverage for the Crosshead Sport in prominent print and online titles including Cyclist, Outdoor Fitness, Bikes Etc, Velocity and Gadgethead among others. The detailed reviews firmly asserted that Crosshead is a must-have brand with a number of advantages over its main market rival: ‘Aimed at riders who want to go faster or further than Brompton buyers’ – Cyclist Magazine

Lifestyle titles including Guardian, FT’s How To Spend It and the Square Mile were also introduced to the Crosshead brand for future reviews. We’re now working together to further raise brand awareness and help introduce the growing numbers of UK cyclists to this exciting new brand. “Getting such credible coverage for Crosshead in such a crowded marketplace has been great for the brand,” says founder Stuart Lambert

At A Glance – Crosshead with Aspire

  • – Total Media Reach – 1,414,030
  • – Positive reviews in Cyclist, Cyclist.co.uk, Bikes Etc, Outdoor Fitness, Gadgethead, Outdoorsradar.com, Velocity/Velcotymagazine.co.uk
“"Aspire was selected to promote the Crosshead folding bike into a market which previously had limited knowledge of our product. The PR challenge was to create a compelling story and highlight its performance ride characteristics as an alternative to the usual commuter angle.

Layla Smith and her team crafted a project brief and PR plan to grow our audience through one-to-one interviews, bike reviews and magazine articles. Aspire also styled and managed a product photoshoot. Our experience was positive and enjoyable as the team guided us through the process skilfully and adeptly, taking time to update and inform us regularly.

Having completed the project and seen the publicity, we are happy to have achieved a positive outcome with improved, aspirational content and an appropriately repositioned brand. Aspire has opened the door to many potential routes for our future and we highly rate and recommend Aspire as an agency partner."”
Stuart Lambert, MD Crosshead Ltd

Based in Kent, Crosshead is a design and manufacturing company who have spent the last 8 years developing an innovative high-performance compact folding bike. The SF-1A the first of a four product range is a premium product with a distinctive raw aluminium and aeronautical wax polished appearance. It comes in 10 and 20 gears and features high-end components with highly practical 20 inch wheels.

Crosshead has an experienced team of designers, engineers and business advisors led by its entrepreneurial founder Stuart Lambert who worked as a product designer in London and Milan, adding a mid-career MBA to compliment his commitment to bring together design and engineering and create this market challenger product.

For more information: https://www.crosshead.co.uk/