Bench Media expands remit to US with Bikes Online

Independent media agency Bench Media has expanded its remit with cycling e-retailer Bikes Online into the US, as the brand looks to scale beyond performance-led marketing.

The move follows a transformation of Bikes Online’s Australian media strategy, where Bench shifted the brand away from a reliance on lower-funnel activity toward a more balanced, full-funnel approach.

Bench will now roll out that strategy across the US, initially targeting key cycling markets including California, Colorado, Illinois and Florida, using a test-and-learn model before scaling further.

The expansion comes as ecommerce brands face rising customer acquisition costs across platforms such as Google and Meta, forcing a rethink of performance-only strategies.

Bench head of strategy Nate Vella said the agency had spent the past nine months evolving Bikes Online’s approach in Australia to address saturation across core channels.

“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,” he said.

“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.”

The shift was supported by ongoing optimisation across performance channels to ensure new demand translated into traffic and conversion outcomes.

According to Bench, the approach delivered double-digit improvements across traffic, engagement and ecommerce performance, alongside incremental reach beyond core audiences.

Bikes Online growth manager Liam Bryce said the strategy had helped overcome early growth constraints in Australia.

“We worked with Bench to create a bespoke strategy to resolve specific saturation challenges Bikes Online faced in Australia,” he said.

“We’ve seen strong incremental uplift and are now rolling a similar approach across the US side of our business as well.”

Bench director of commercial and media operations Aaron Jansen said the partnership reflects a broader shift across ecommerce.

“Many ecommerce businesses built their growth on a handful of performance channels, which worked incredibly well for a long time,” he said.

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

The US rollout will integrate with Bikes Online’s in-house marketing operations, including content, affiliate and PR activity.

The expansion also follows Bikes Online’s acquisition of Reid Cycles, as the brand continues to build its presence in the growing e-bike category.