Bench Media has expanded its remit with Bikes Online into the US, as the cycling brand looks to scale beyond performance marketing.
The move follows a transformation of Bikes Online’s Australian media strategy, which shifted the business away from performance-only channels toward a more balanced, full-funnel approach.
Taking the strategy global
Bench will now roll out its locally developed model into the US, one of the world’s most competitive e-commerce markets, working alongside Bikes Online’s in-house performance team.
The initial rollout will focus on key cycling markets, including California, Colorado, Illinois and Florida, using a test-and-learn framework before scaling to a broader level.
Moving beyond performance
The expansion comes as e-commerce brands face rising acquisition costs across platforms such as Google and Meta, prompting a shift beyond lower-funnel activity.
Head of Strategy Nate Vella said the agency had spent the past nine months evolving Bikes Online’s Australian approach to address channel saturation.
“Rather than relying solely on lower-funnel activity, we implemented a more connected, full-funnel approach designed to expand reach and unlock new audience segments,” he said.
The strategy combined high-impact brand environments with targeted digital activity, with video-led formats used to drive incremental reach.
Driving measurable growth
The approach was supported by ongoing optimisation across performance channels, ensuring new demand translated into traffic and conversions.
According to Bench, the strategy delivered double-digit improvements across traffic, engagement and ecommerce performance, alongside incremental reach beyond core audiences.
Scaling internationally
Bikes Online Growth Manager Liam Bryce said the partnership had helped overcome early growth challenges in Australia.
“We’ve seen strong incremental uplift and are now rolling a similar approach across the US side of our business,” he said.
Aaron Jansen
Bench Media Director of Commercial & Media Operations Aaron Jansen added that the shift reflects a broader industry trend.
“As performance channels become more competitive, brands are realising sustainable growth requires a more connected approach across the full media ecosystem,” he said.
The US expansion also aligns with Bikes Online’s growing product portfolio, including its recent acquisition of Reid Cycles, as it builds its position in the e-bike category.
The activity will integrate with the brand’s in-house marketing functions, including content, affiliate and PR, to deliver a cohesive cross-channel strategy.
Main image: Liam Bryce and Nate Vella