Pedal Mafia

Establishing a prime position as one of the pioneering brands in the Australian cycling scene, Pedal Mafia sits at the forefront of shaping cycling culture. Created in Australia’s West and worn globally, the brand is built on the foundation of relationships and the stories created on the road. With a mindful approach to their practice, Pedal Mafia focus on using sustainable fabrics and building a sense of community commitment.

Pedal Mafia strive to create a modern edge for every cyclist’s wardrobe. Offering CORE, PRO, PMCC and CUSTOM collections that suit any rider’s needs, from rookie to professional, all the way to the veteran rider. See their kits worn on roads worldwide by amateur and professional riders and notably as the custom kits for the top Formula 1 teams.

Circles partnered with Pedal Mafia with the goal of interpreting the distinctive culture of cycling, aligning the learnings with their ecommerce knowledge and existing industry insights.

This marriage of two worlds equipped Pedal Mafia with the insights to realign their paid advertising across Meta’s Facebook and Instagram platforms, as well as Google Ads across Search, Display, Shopping and Performance Max campaigns. The outcome is a strategy that focuses on growth, without sacrificing brand image.

As Circles continue to fine tune Pedal Mafia’s Meta and Google strategies, the success of the partnership has led to other service offerings, including SMS marketing, digital and email consulting, product photography referrals and more.