Scott LCB Factory Racing – making words fly like hardtails

Making words fly like hardtails


We met Phil Buys, the captain of Scott LCB Factory Racing, at the Lesotho Sky stage race in 2015. Phil and Matthys Beukes were riding as a team for Scott LCB Factory racing. This was our first official gig in the cycling scene (also Ian’s first MTB stage race.) Needless to say, we were wide-eyed and very keen to tell people what we do.

Pro teams like Scott LCB are in possession of amazing stories. Just getting on their bikes for a training ride is a opportunity to stir the imagination of the average Joe. Apart from daily social media storytelling, some pro athletes also have the tedious task of reporting on a sporting event and regular communications with sponsors and media. And that’s where we came into the picture.

To allow these guys to train, ride, rest and race, without spending too much time behind a laptop…

To allow these guys to train, ride, rest and race, without spending too much time behind a laptop, we developed a communication structure that enables them to give us as much content and as soon as possible, for us to write on their behalf. The idea is to give their own words wings; to make their racing experiences fly like they do on their hardtail mountainbikes. Using simple tools like an easy-to-fill-in Google form, their own social media activity, a WhatsApp group and short, cryptic emails between us and the team manager, we are able to create press releases for media, newsletters to sponsors and slick looking digital stories for platforms such as Facebook and Twitter. All the while giving them complete control over the outcome of the final content.

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