Building digital systems around cycling culture.

We Love Cycling is Škoda's long-running cycling content platform — a brand-owned channel built around races, riders and the wider cycling community rather than the car itself.

The platform runs continuously, with peaks around major races, partnerships and seasonal campaigns. The challenge is keeping a credible cycling voice across that whole calendar — not just shipping content during the headline moments.

Cycling audiences notice when a brand is faking it. They know the calendar, the riders, the gear and the rhythm of the season. The platform had to feel native to that culture while still serving Škoda's brand goals.

On top of that, every live race weekend is a small operational system in itself: shoots, edits, posts, talent, time zones, approvals — all moving in parallel.

Working within an agency setup, I led the digital strategy and content thinking across the platform — from the seasonal framework down to the format logic on individual channels.

That included shaping campaign mechanics, briefing creative and production, coordinating on-ground capture, and staying in the room from the kickoff brief through to the final cuts going live.

Instead of treating each race as a one-off, the work was built as a repeatable system: a recurring set of formats that could be adapted per race, per market and per audience cluster.

• +A content backbone that ran all season, not just during race weeks.
• +A small set of repeatable social formats tuned to cycling audiences.
• +A live-event playbook covering capture, edit, approvals and publish windows.
• +Talent and ambassador integration baked into the formats, not bolted on.

The work touched several layers in parallel — each one supported by a defined workflow and the right specialist:

Across the engagement, the work produced:

• +Campaign and content strategy for multiple seasons of activity.
• +A repeatable social format set, used across races and partnerships.
• +On-ground content packages from live race environments.
• +Ambassador and rider integrations within the editorial system.

That a brand-owned platform inside a niche culture can hold its credibility when the strategy, the format system and the live-event operations are designed as one thing — not handed off in pieces.