- British Cycling Ventures (BCV) launches social-first entertainment series to target new and diverse audiences
- GBCT riders and content creators join forces to bring fast-paced entertainment format to life.
- Opportunity to grow audiences and engagement with the brand to unlock significant commercial potential for BCV
Eight of Great Britain’s finest BMX Freestylers have paired up with eight of the UK’s most exciting content creators in an innovative and high-octane new format, the Lloyds BMX FS Creator Showdown, a social-first entertainment series aiming to reach a new, young and diverse audience.
Blending elite competition with high energy engagement, the launch of this new urban event by British Cycling Ventures targets the next wave of fans who are engaging with sport through creators and social-first formats. A YouGov white paper* showed that social media ranks as the top way to engage with sport among 18-34s, and that there is a there is a higher preference among younger generations for watching live and non-live sport via streamed video content online.
Recognising this audience trend which is shaped by creator culture and a demand for alternative formats beyond traditional linear broadcasting, this unique series will be available across British Cycling platforms from Tuesday 17 March 2026, with episodes streaming weekly for free on the British Cycling YouTube channel and clips available across a brand new TikTok account @bmxsends, and Instagram @bmxsends.
Olympic champion Charlotte Worthington, European champion Sasha Pardoe, and World Cup winner Jude Jones are among the riders who are taking starring roles in the challenges, acting as mentors to a diverse range of content creators from the urban sport space, who will contest five unique, high stakes, challenges on the freestyle park at a top-secret RAF hangar in the UK.
The creators lining up for the series include Kaljit Atwa, Mac Griffiths, Kid Karam, Sam Miller, Stef Nurding, Luke Nuttall, Harriet Pavlou and Dan Webz. These multi-platform leaders will share this engaging and gravity defying sport with their huge followings to reach a completely new and diverse audience.
Working with partners Lloyds, and Creator Showdown, the leaders in ultimate creator competitions, British Cycling’s BMX Freestyle and Events team collaborated with RAF Shawbury to host this incredibly exciting series.
Darren Henry, Managing Director of British Cycling Ventures, said:
“Reaching new, young and diverse audiences who are yet to discover the thrills and entertainment of BMX Freestyle is our key objective with this social-first series. With an existing audience of 500,000 BMXers in the UK, there is significant potential to grow engagement with a new wave of fans who are increasingly consuming sport through creator led and digital first formats. By creating a brand-new concept that resonates with this focused audience, we are opening up new opportunities to connect sport, entertainment and brand storytelling in a way that is commercially relevant and scalable”.
Jon Lane, Head of Brand Partnerships, Lloyds Banking Group, said:
“As part of our partnership with British Cycling, we’re incredibly excited to sponsor the Lloyds BMX Creator Showdown — a bold, social‑first series that brings fresh energy into one of Britain’s fastest‑rising sports. By celebrating creativity, confidence and the joy of riding, we’re proud to help inspire the next generation to get on their bikes and discover just how far cycling can take them.”
The first episode is available to watch now here.
Creator Showdown quote
Riders:
Reece Dabreo – TikTok – @reece_dabreo / Instagram – @reece_dabreo
Jude Jones – Instagram – @judejonesbmx
Kaine Mitchell – TikTok – @kainemitchellbmx / Instagram – @kainemitchell
Sasha Pardoe – TikTok – @sashashredderbmx / Instagram – @sashashredderbmx
Holly Pipe – Instagram – @holly_pipe_
Elsa Rendall Todd – Instagram – @bmxelsa
Millar Temple – TikTok – @millertemple / Instagram – @miller_templebmx
Charlotte Worthington – Instagram – @chazworther
Content Creators:
Harriet Pavlou – TikTok – @harrietfreestyle / Instagram @harrietfreestyle/
Luke Nuttall – TikTok – @luke.nuttall6 / Instagram – @lukenuttall6
Mac Griffths – TikTok – @mac_griffiths_ / Instagram – @mac_griffiths_
Dan Webz – TikTok – @webzskateboards / Instagram – @webzskateboards
Kid Karam – TikTok – @kidkaram123 / Instagram – @kidkaram123
Sam Miller – TikTok – @samanthajademiller / Instagram – @samanthajademiller
Stef Nurding – TikTok – @stefaninurdingxx / Instagram – @stefaninurdingxx
Kaljit Atwal – TikTok – @kaljitatwal / Instagram – @kaljitatwal