Data
System
Cognition led a Customer Experience (CX) Mapping Initiative to redefine British Triathlon’s marketing strategy and membership proposition. By mapping the full member journey from initial interest to advocacy, we identified pain points and opportunities. By reviewing research and hosting stakeholder workshops, and uncovered psychological drivers driving action, aligned teams, and developed engagement strategies.
Story
System
We transformed the session outputs into a visual map of the full member journey, to be implemented internally at British Triathlon.
The map served as a strategic tool, guiding the activation of ideas and solutions through their engagement and membership programs, ensuring a more seamless and impactful member experience.
Engagement
System
The CX map and insights developed during the process were instrumental in shaping British Triathlon’s successful member engagement and participation strategy, providing a clear, data-driven approach to enhance member experience and drive increased participation.
“Cognition challenged our thinking about people's motivations to exercise and drivers to start their triathlon journey. The outcome of the project was an overwhelming success, informing our membership and participation strategy, which increased sign ups and event attendance.”
Phil Holdsworth - Head of Marketing, British Triathlon
Key Psychological Insight
The importance of understanding the psychological drivers behind participation in sports. By uncovering these drivers, such as the desire for achievement, social connection, and personal well-being, we were able to craft strategies that resonated deeply with potential members, encouraging increased sign-ups and event attendance.
Cognition Brain in Action
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