Bench Media expands remit to US as Bikes Online scales beyond performance marketing

Independent full-service media agency Bench Media has expanded its remit with global cycling e-retailer Bikes Online into the US. This follows a transformation of the brand’s Australian media strategy that unlocked growth beyond traditional performance channels.

 

The expanded partnership will see Bench roll out its locally developed approach into one of the world’s most competitive ecommerce markets.

Bench will now support Bikes Online’s broader US media strategy, scaling the approach that drove growth in Australia and working alongside Bikes Online’s internal performance team.

The move comes as ecommerce brands face rising acquisition costs across platforms such as Google and Meta, forcing a shift beyond performance-only strategies to achieve sustainable growth.
The rollout will initially focus on key cycling markets including California, Colorado, Illinois and Florida, with a test-and-learn framework guiding investment before scaling.

Bench will apply the same strategic principles developed in Australia, moving beyond performance-only activity to build a more balanced, full-funnel media approach, adapted to the scale and complexity of the US market.

The move comes as many ecommerce brands increasingly look beyond traditional performance channels, with rising costs across platforms such as Google and Meta forcing new media strategies to achieve sustainable growth.

Nate Vella (above left), Head of Strategy at Bench Media, said the agency has worked closely with Bikes Online for the past nine months evolving its Australian media strategy to address growing saturation across core channels, while maintaining strong ecommerce performance.

Says Vella: “Rather than relying solely on regular lower-funnel activity, we implemented a more connected, full-funnel approach designed to expand reach and unlock new audience segments.

“The strategy combined high-impact brand environments with precision-targeted digital activity. The use of video-led formats was instrumental to drive incremental reach and engage new riders and outdoor enthusiasts.”

This approach was supported by ongoing optimisation across performance channels, ensuring new audience demand translated into measurable traffic and conversion outcomes.

Adds Vella: “The result was a more diversified and robust media mix, with Bikes Online delivering double-digit improvements across traffic, engagement and ecommerce performance, alongside incremental reach beyond core audiences.”

Liam Bryce (above right), Growth Manager at Bikes Online, said the partnership with Bench had been instrumental in overcoming the brand’s initial growth challenges.

Says Bryce: “We worked with Bench to create a bespoke strategy to resolve specific saturation challenges Bikes Online faced in Australia. And we’ve seen strong incremental uplift and are now rolling a similar approach across the US side of our business as well.”

Aaron Jansen, Director of Commercial & Media Operations at Bench Media, said the partnership reflects a wider shift in how ecommerce brands are approaching media investment. Says Jansen: “Many ecommerce businesses built their growth on a handful of performance channels, which worked incredibly well for a long time.

“But as those environments become more competitive, brands are realising sustainable growth requires a more connected approach across the full media ecosystem, and this is where Bench shines.”

The expansion also aligns with Bikes Online’s growing product offering, including its recent acquisition of Reid Cycles, as the brand strengthens its position in the rapidly expanding e-bike category.

The US activity will also integrate with Bikes Online’s existing in-house marketing operations, including content, affiliate partnerships and PR, ensuring a cohesive approach across all channels.

 

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