From Commercial Leader to Managing Director - Darren Henry, British Cycling
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From Commercial Leader to Managing Director - Darren Henry, British Cycling
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In this episode, Darren Henry shares insights into British Cycling’s commercial transformation, exploring how storytelling, new initiatives and strategic partnerships can create opportunities for brands and communities.
From working with major partners to developing programmes such as Sofa to Saddle, Darren explains why attracting sponsors starts with creating something relevant and valuable. He also discusses the shift from commercial leadership to wider organisational responsibilities, balancing revenue with social impact and sporting ambitions.
Darren also shares advice for anyone looking to build a career in sports business and his thoughts on how governing bodies can evolve for the future.
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Chapters
00:00 Introducing Darren Henry and British Cycling’s transformation
01:57 From commercial focus to wider leadership
03:46 Balancing commercial growth and social impact
05:52 Creating assets and telling compelling stories
08:58 Building strategic brand partnerships
11:45 Sofa to Saddle and community programmes
14:59 How purpose attracts commercial partners
17:57 The future of governing bodies and commercial models
20:59 Advice for aspiring sports business professionals