Eat Sleep Cycle
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Eat Sleep Cycle is a B2C company that runs cycling tours from 3 physical hubs in Spain and France, as well as an ecommerce store. They set Growth Division the ambitious target of growing their tours business 40% YoY. Within just 6 months of working together, we helped the team quadruple their monthly revenue, and we’ve now been successfully working together for over 2.5 years.
€1m+
€2.25m
4x
The Challenge
Eat Sleep Cycle’s growth had been flatlining without an expert-led marketing team. Before working with Growth Division they hired internal ‘generalist marketers’ who had not been effective at driving growth.
THE GROWTH STRATEGY
Growth Division worked with Eat Sleep Cycle to establish a North Star Metric and a new channel mix to test. We built clear targets of what we were trying to achieve, had a clear North Star Metric, adjusted their martech stack, and set to work rigorously testing each channel.
01
Established a North Star metric and developed a new go-to market strategy & channel mix.
02
Ironed out tracking, and adjusted ESC’s martech stack.
03
Carried out structured growth experiments across 6 different marketing channels.
04
Validated 5 of 6 marketing channels as successful for driving growth for ESG.
05
Continued running experiments across each channel to further improve outcomes.
THE CHANNEL MIX
We initially executed SEM, SEO, LinkedIn/Instagram organic, direct outreach and email marketing channels, invalidating paid Meta ads as a scalable top of the funnel channel to market for them. We also invalidated Direct Outreach as a channel to build relationships with cycling hubs and clubs.
"We’ve achieved €1m of extra sales in less than 6 months"
“We’ve achieved €1m of extra sales in less than 6 months and are generating 4x our monthly revenue. We have achieved massive growth with them. The best thing about working with Growth Division is guaranteed results each month, they just keep delivering. So I highly recommend working with them.”
THE IMPACT
In our first 6 months of working together, we drove over €1M in new revenue compared to the previous six months, delivered 4x monthly revenue growth YoY, and generated €2.25M in deal value within six months.
SEO remains particularly successful for ESC. We quickly had increased keywords in the top 3 by 72%, and driven a 563% YoY increase in impressions. This continues to grow steadily, and to come into its own as new locations are found.
When we started working with Eat Sleep Cycle, they only had two cycling hubs in Spain, but the founders had dreams of expanding across the continent. Thanks to the consistent growth strategy for bike hire sales they’ve achieved with Growth Division, they’ve since opened a hub in France, with plans for more to come.
€1m+
€2.25m
4x
THE MARKETING ASSETS
The team that made it happen
Eat Sleep Cycle came to Growth Division because experience had shown them the need to work with channel specialists over generalists, but their marketing budget still needed to remain startup-friendly. Here’s the fractional growth team we assembled for the job.
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