Client
Auto-Cycle Union, ACU
Sector
Motorspors Federations
Service
Strategy
The Auto-Cycle Union (ACU), the national governing body for motorcycle sport in Great Britain, appointed GroupWhistle to help a new leadership team understand the challenges facing the organisation and prepare the communications foundations for a major programme of renewal.
Our work provided the research, stakeholder insight and communications platform that preceded the ACU’s wider modernisation programme, The Way Forward.
The ACU was operating in a rapidly changing sporting landscape, with declining participation in some disciplines, evolving member expectations and increasing pressure on clubs and volunteers.
Before introducing organisational change, the leadership team needed a clearer understanding of the issues facing affiliated clubs, together with a stronger membership proposition and a communications platform capable of supporting long-term transformation.
GroupWhistle undertook a strategic review of the ACU’s positioning, communications and membership proposition across its motorcycle sport disciplines.
A nationwide consultation with affiliated clubs captured insight from across the organisation, helping identify the opportunities and challenges facing the sport while ensuring member organisations were part of the conversation from the outset.
Alongside the research programme, we modernised the ACU’s communications infrastructure, developing new digital channels, refreshed messaging and a stronger platform for engaging riders, volunteers, clubs and prospective participants.
Our work established the evidence base and communications platform that supported the ACU as it developed The Way Forward, its long-term programme to modernise British motorcycle sport. The strategy introduced reforms including a new regional structure, measures to strengthen grassroots participation, support for emerging technologies such as electric motorcycle competition and a nationwide programme of member roadshows to engage clubs as change was implemented.
By combining research, stakeholder engagement and strategic communications, GroupWhistle helped equip one of Britain’s two largest motorsport governing bodies with the insight and communications capability needed to support long-term organisational change.