Independent full-service media agency Bench Media has expanded its remit with global cycling e-retailer Bikes Online into the United States, as the brand moves to scale a more diversified media strategy beyond traditional performance marketing channels.
The expansion follows a transformation of Bikes Online’s Australian media approach, which shifted the business away from a performance-only model and into a more balanced, full-funnel strategy designed to unlock incremental growth in an increasingly saturated ecommerce environment.
Under the extended partnership, Bench Media will now roll out its locally developed approach into the US market – one of the world’s most competitive ecommerce landscapes – supporting Bikes Online’s broader media strategy alongside its internal performance team.
The initial US rollout will focus on key cycling markets including California, Colorado, Illinois and Florida, with a test-and-learn investment framework guiding scale and optimisation.
The move comes as ecommerce brands face rising customer acquisition costs across major platforms including Google and Meta, prompting a broader shift toward full-funnel strategies that balance performance marketing with brand-led investment.
Bench Media Head of Strategy Nate Vella said the agency had spent the past nine months working closely with Bikes Online in Australia to evolve its media approach in response to increasing channel saturation.
“Rather than relying solely on lower-funnel activity, we implemented a more connected, full-funnel approach designed to expand reach and unlock new audience segments,” Vella said.
“The strategy combined high-impact brand environments with precision-targeted digital activity. The use of video-led formats was instrumental in driving incremental reach and engaging new riders and outdoor enthusiasts.”
He said ongoing optimisation across performance channels ensured new audience demand translated into measurable traffic and conversion outcomes.
“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,” Vella said.
Bikes Online Growth Manager Liam Bryce said the partnership with Bench had helped the brand overcome early saturation challenges in the Australian market.
“We worked with Bench to create a bespoke strategy to resolve specific saturation challenges Bikes Online faced in Australia,” Bryce said.
“We’ve seen strong incremental uplift and are now rolling a similar approach across the US side of our business.”
Bench Media Director of Commercial & Media Operations Aaron Jansen said the expansion reflects a wider shift in how ecommerce brands are rethinking media investment.
“Many ecommerce businesses built their growth on a handful of performance channels, which worked incredibly well for a long time,” Jansen said.
“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 strategy, including its acquisition of Reid Cycles, as it strengthens its position in the expanding e-bike category.
Bench Media will integrate its US activity with Bikes Online’s existing in-house marketing operations, including content, affiliate partnerships and PR, to ensure a cohesive cross-channel approach.
