Category: News

Kate Jamieson is the Content Director for Raccoon Media Group and has been with the company since March 2022. Carving out a little time from planning a packed calendar of global events, we sat down with Kate to find out more about her and how she manages to deliver content for an award-winning event portfolio.

Tell us a little about your background and how you came to the role of Content Director with Raccoon Media Group?
My background is in education publishing, I was in that industry for around fifteen years and commissioned textbooks for a variety of markets predominantly in Africa and the Caribbean. I juggled that line of work pre and post having kids, freelancing while they were little, then gradually returned to an office environment as their school hours increased.

From there, I moved into comms and PR, which morphed into marketing, eventually leading to a position as Head of Marketing for a chain of leisure centre operators. The three and a half years I was there included the Covid-19 period. The multiple lockdowns were an intense time and a logistical nightmare, navigating different rules in different locations for leisure centres around the UK and in all honesty, it broke me.

I left and took up a short-term communications role with the National Trust. Whilst there, the Head of Content role with Raccoon Media Group surfaced. A friend of mine was aware of the company and at this stage had been ‘nudging’ me towards it for quite some time. She already knew Mike Seaman, the CEO and because I was into running, she had the long-held belief that I’d be a great fit for Raccoon. So, I applied, and here I am.

Has the role been what you expected and what are some of the challenges you’ve faced?
I don’t know what I expected. At the time, I wasn’t sure that my skill set and experience were a natural ‘fit’, but I was particularly drawn to the role because it was an amalgamation of all my personal passions and hobbies – at the time, the portfolio comprised running, cycling, the outdoors and snow sports in the UK and the US! With hindsight, I realise that my skills and experience do align with the role, but sometimes you don’t fully appreciate that until you are in it and doing it. At the heart of it, content is an editorial function.

I spend a lot of my time having multiple conversations, absorbing ideas and doing research. What are the trends? Who’s cool? What works, what doesn’t? Then those ideas get distilled into the best of what can be put together with the people available and in budget. Content is about the experience of an event – that feeling when you walk away and think ‘wow that was really worthwhile’ or inspiring people to achieve and push for more personally or professionally, I find that very rewarding.

Raccoon is a fast-paced, rapidly growing business and with that comes numerous opportunities but also some challenges. We move quickly and adapt and pivot as necessary – adapting a truly entrepreneurial approach to running the business. Just when you think you’re on top of everything along comes a new launch or a new acquisition and our core team pull together to get that event off the ground, often in quite a short time frame. Needing to shift my mindset to new objectives quickly can be incredibly exciting but you can sometimes feel like you’re chasing your tail! My skillset is growing rapidly and I love that opportunity to grow and work alongside people who are as motivated as I am to get these events off the ground in the best way possible.

Global events with multiple audiences have also presented a huge learning curve. I am consistently learning about who the ‘customer’ is and who you need to create content for. The international shows have been interesting to navigate, and I admit I have fallen foul of not fully understanding how much geolocation matters. But that is how you learn. It is a real mistake to assume that your UK knowledge is the same elsewhere. You can’t just drop like-for-like content in place to place. Each show requires a lot of research and conversations to get it right.

As Raccoon evolves and launches and acquires more events our focus has started to shift into the B2B space and that is a whole other ball game, consumer feels very natural to me as I AM the customer for a lot of the events we run, it’s been a real learning curve to shift the mindset to how businesses operate, what their needs are and how I can best utilise my skillset to ensure an event is a worthwhile experience for them as a business and a professional. We have a lot up our sleeve at the moment that is very exciting so watch this space.

Can you talk a little more about the planning schedule, how do you shape content around events?
The timeline is interesting and longer than people imagine. Before you even deliver an event like The National Running Show, to some extent you will already have the content in your head for the next year. That can require not just mental preparation, but real action. Sometimes targets need to be reached out to a year in advance to try and secure them. You want to be in a position to whet the appetite for visitors and exhibitors to next year’s show.

Following the current year’s event, you will go into a wash-up period and evaluate what worked, what didn’t. At which point, you sense check the work you have already done for the next year and the assumptions you’ve made. If perspectives have changed or budgets have been adjusted, you may have to spend time unpicking threads that have already been sewn.

Strategy wise, we try to book big names first so the sales team can give exhibitors the confidence the event will have the footfall for ROI and that we as a business are investing in the future success of the event. Securing people is never as easy as it sounds, especially when booking A-list stars. Sometimes there is a reluctance to commit that far out because it could mean they are in the middle of a training block, filming or book tour etc so building relationships with agents and talent and finding ways to negotiate timings and contracts is part of what we do everyday

The build around content is not just about big names on stages, but catering for a wide range of audiences. You want to please different demographics and abilities and think carefully about what they want to see. What is new? What is cool? You drop in little nuggets to the content plan and gradually start to firm up where everything goes. Several months out from the show, the puzzle comes together. You look at the picture and think ‘ok, have I got it right?’. We then review, test and analyse until we are sure that what we are putting forward is fit for purpose, represents growth from the previous year and meets the demands of the audience.

How do you endeavour to keep Raccoon at the top of their game with content?
On top of creating and delivering events is benchmarking and idea screening. When you look for continuous improvement you need to be willing to adjust. A good recent example of this is our thinking around a new B2B event we are launching in November this year, a European-first, The International Running Expo (IRX) in Amsterdam.

Sometimes our plans for Content evolve as a Show matures. We can often go into a launch thinking content is not going to be a key driver for an audience, only to find that actually, having invested a few months in the build stage, it actually is key. IRX is a great example of this. From the outset we intended for content to add the ‘experiential’ dynamic for IRX but as we built the event and looked closely at what other industry events such as TrailCon in the States was doing, we quickly saw that the appetite for content was actually bigger than we originally thought. The hustle then begins to shape a content programme worthy of the event and the audience.

Delivering an experience is a constant learning process in fast paced industries with multiple layers of audience.

I’m now fortunate to have two fantastic people in my team and that allows me to work more strategically with plans for large growth in my division in the coming months and years.My role is to guide what they do but they have autonomy to make decisions about the events they manage. On a day-to-day basismy main remit is to work on launches and new concepts. Those are sometimes commercial ideas that will never come to fruition or can be events that quickly become the largest in our portfolio from day 1, but they all need the required research and attention, nonetheless.

How do you see the future of event content?
I think the future isn’t really about the current status quo. It won’t just be about stages and fireside chats. It will be about the icing, the extra activations around the show. For example, at The International Running Show, we will have shakeout runs, ice baths, yoga, breathwork, the after party etc. That is the cool stuff that brings people together and nurtures connections and inspiration.

Future events must also carefully consider the staging. If we are looking at one of our events like The National Outdoor Expo, people want to see their heroes ‘in situ’. This might be some cool biking skills, so you need to find a way of showcasing an element of that in a conference centre.

How do you keep your team motivated and deliver first class content production?
It is a balancing act of letting them enjoy what they do, as well as hitting milestones. Obviously, we’ve got a job to do, and we know the way that it must happen for the business and the timelines we need to work to and KPIs to hit.

But, a lot of what we do is fun, and it is important that we don’t lose that fun element. It can be a little demoralising when you are trawling through speakers and keep getting ‘no’s’. At those times, it is more about taking away from the big, pressured stuff and seeing what we can still achieve. Having conversations with everyday people achieving amazing things, doing something lovely, or epic for charity. It’s about allowing the team to go back into conversations that are equally valid and reminding themselves of why we are doing it, and the communities we are doing it for.

Raccoon also has a vibrant, dynamic culture and we do a lot of fun stuff. Just last week, we played the cereal box challenge at HQ on a Friday afternoon and we have regular social meetups. In this industry you really need that balance between work and play.

• AM64 represents J.Laverack’s high-performance and innovative titanium frame design, pairing additive manufacturing (3D printing) and double-butted titanium tubes to create a smooth, clean aesthetic, complemented by fully internal cable routing.

• The head tube, bottom bracket, seat-lug and dropouts are additively manufactured and designed parametrically. The engineering advancement is available on bikes with fully bespoke geometry as well as standard size frames between 44cm and 64cm, and maintains smooth intersections between 3D printed components and tubes.

• Enhancing J.Laverack’s range of award-winning frame geometries, AM64 technology is now available on all models, ranging from road and gravel bikes to mountain bikes and urban bikes.

• Benefit from the full experience by visiting J.Laverack Bicycles in Oakham. Book in for a bike fit with co-founder David Clow followed with a frame design and specification session in our Rutland based showroom.

• The J.Laverack AM64 GRiT will make its public debut at the National Cycling Show at the NEC on the 15th & 16th June. https://nationalcyclingshow.com.

• The AM64 GRiT on display at the National Cycling Show will be the bike ridden by Oliver Laverack on the grueling 2024 Rapha Pennine Rally, an epic 500km self-supported, five-day, off-road ride from Edinburgh to Manchester along some of the finest gravel tracks byways, drovers’ roads and bridleways in the UK.

From the hugely experienced team behind some of the most effective automotive security tracking products on the market, comes the launch of an all-new dedicated E-Bike tracking device – CycleTrac.

Taking decades of experience and know-how from parent company AllTrac’s automotive product portfolio, CycleTrac is the first of its kind in the E-Bike industry, offering a truly dedicated device to help protect E-Bike owners against theft, thanks to the device’s multi-tier technology.

Available for fitment on a vast range of E-Bikes, CycleTrac features GPS, GPRS, 4G and crucially, RF (Radio Frequency) technology, offering a rich feature-set that is designed to combat virtually any stolen bike scenario.

The firm’s Pasq Bianchi, commented, “First and foremost, CycleTrac is 100% developed specifically from the ground up for E-bike use. Unlike many other devices on the market, where existing products have been adapted, CycleTrac has undergone several years of development, working in parallel with our automotive products, to utilise the very best technology but in the unique application that only an E-Bike requires.

“Thanks to the decades of experience our team have both in device development and in on-the-ground recoveries, we’ve been able to bring what we believe is truly a first to E-Bike security, offering owners the first real solution. While other solutions can offer relatively primitive technology, CycleTrac has combined the very best, as well as Radio Frequency, which allows stolen E-Bikes to be pinpointed down to less than one metre, something police and authorities take seriously”.

As well as providing security alerts for unlawful movement, via text, email and phone call, all active subscribers have full Secure Operating Centre backup with 24/7 support in the event of a theft.

CycleTrac is currently available for fitment to E-Bikes with the following mid mount electric motors: Bosch, Brose, Shimano and Yamaha.

For more information on CycleTrac, its technology and pricing plans, visit www.cycletrac.co.uk

About the AllTrac Group:

AllTrac Group, initially known for its lead product, BikeTrac, dates back to 2009, where the team developed and honed its automotive tracking experience within the two-wheel industry, where theft was becoming a huge issue. Working closely with the authorities, BikeTrac changed the face of two-wheel recoveries, thanks to its multi-tier technology that meant a stolen bike could be pinpointed down to less than one-metre, police forces quickly realised that if a reported stolen bike was equipped with BikeTrac, they were virtually sure of a successful recovery outcome. Thanks to this, search warrants became much easier to acquire and so BikeTrac’s recovery rate rocketed, a rate that is still more than 94% today. Thanks to this knowledge gained in the tricky world of scooters and motorcycles, AllTrac expanded into farm machinery with ATVTrac, including the arborist industry, while also offering its AutoTrac automotive product too. The group currently boasts more that £15m worth of recoveries. 

MiRiDER, the award-winning British bicycle brand, will be showcasing their all-new 24 inch electric bike at The National Cycling Show, brought to you with V12 Retail Finance, on the 15-16 June 2024. MiRiDER feel this is the perfect show for its inaugural public debut of the model and are excited to see consumer and press experiences of their new creation.

Dubbed the “versatile all-rounder” The all-new MiRiDER 24 Electric Step through has been designed from the ground up and champions the 24in wheel offering major benefits. Their design has focused on being compact and light weight, appealing to the leisure and commuter markets alike. The result is a remarkably comfortable ride but more dynamic than rivals thanks to its shorter chassis and lower centre of gravity.

The MiRiDER 24 is controlled by their exclusively configured MIDRIVE^TM electric drive system featuring its enviable boost system, powered by a Samsung 10.5aH 378Wh battery. The 36v system can reach an impressive 65 miles (100kms) on a single 3hr charge via the 250w silent-running rear hub-mounted motor.

The 24’s stand out features are its ability to reduce its size for storage and transport, thanks to its folding bars, pedals and telescopic seat post. Its low height and slimline package is perfect for motorhome garage spaces or narrow corridors.

The bike is packed with modern spec such as hydraulic disc brakes, integrated LED head light and daylight running taillight with braking function. Other nice features are its optional front and rear luggage racks for a combined 35kgs of carrying load and handy mid-mounting point for popular bottle cage, pump or tool kits for longer journeys.

MiRiDER Marketing Director, Martin Higginson, said “The MiRiDER One and the MiRiDER One GB3 have always been hand-assembled at our facility in Wigan. The MiRiDER 24 will utilise the same production facility and highly trained operatives to guarantee the same levels of quality that MiRiDER has built its reputation upon.”

Addie Brake, Commercial Director at Raccoon Media Group, commented “The MiRiDER 24 is a versatile, unique and premium electric bicycle which we are delighted will debut at the National Cycling Show next month. MiRiDER will also be bringing the multi-award winning One compact

folding ebike and visitors will have the opportunity to ride all models on the MiRiDER dedicated test track as well as the chance to browse the entire range.”

To find out more about the MiRiDER 24 Electric Step Through visit stand B30 at the National Cycling Show. There are limited tickets still available. Day tickets RRP at £10pp and children go free. On the door tickets will retail at £15.

Look back at the National Cycling Show highlights video from 2023. Whether you attended the show and need a reminder of the amazing time you had, or didn’t manage to get there this year and want to see what you missed out on, take a look at the official highlights video below (filmed and edited by Drew Cox).

Haskapa, a leading nutrition brand renowned for its commitment to health and wellness, has partnered with ABUS to offer an exclusive security competition for visitors to its stand at the National Cycling Show.

On stand G80 at the premier event in the cycling industry, Haskapa will present its latest range of nutritious products and learn about the proven benefits of incorporating haskap berries into their diet to improve exercise performance and endurance.

Visitors will have the exclusive opportunity to enter a competition to win a high-end ABUS aerodynamic Gamechanger helmet, designed lightweight for high-performance riding.  As one of the most popular helmets in the ABUS range, the helmet will be complemented by a bicycle lock to present all-around protection from the global security specialist.

Says Dr. Evie Kemp, Founder of Haskapa: “We are thrilled to be part of The National Cycling Show as an important sector for us to highlight the real benefits of consuming haskap berries, and their capacity to increase endurance cycling performance.

“The collaboration with ABUS is a special addition to our presence at the event.  With our focus on being a game changer in nutrition, ABUS’ popular security helmet shares our capability to make a real difference.  The chance to win a security lock for all-round protection offers cyclists the opportunity to enhance their ride with total peace of mind.”

Haskapa is a leading nutrition brand dedicated to promoting health and wellness through the power of nature, including the world of cycling.

Inspired by the extraordinary benefits of haskap berries, Haskapa offers a range of premium-quality products designed to support overall health and vitality, making it an ideal choice for cyclists seeking natural ways to enhance their performance.

Paul Spencer, ABUS Marketing and Commercial Director added: “The ABUS Game Changer Helmet represents the pinnacle of safety and innovation in cycling accessories. And learning more about Haskapa, it was clear that their objective in delivering ultimate nutrition also has proven results to enhance endurance.  The National Cycling Show is a natural opportunity to present these benefits and we’re excited to see the results of the competition, offering complete safety and security for an ongoing cycling experience.”

To enter the competition, please visit Haskapa on stand G80 at The National Cycling Show, taking place 15 – 16 June at The NEC Birmingham.

Fablecycle is an East London start-up that launched in 2023 and is the realisation of Mark McKee’s long-term ambition to improve the comfort and practicality of cycling to work in durable and well-designed cycle apparel.

The firm specialises in designing commuter cycle clothing with an emphasis on sustainability. It highlights four key areas:

• People come first in the design and production of our cycle apparel, which looks good both on and off the bike
• Prototypes are heavily road-tested before bulk manufacturing
• Production facilities are sustainably sourced in the UK and Turkey
• Promoting health and well-being by encouraging more people to cycle to work

Initially based upon an idea for a pair of cargo commuter shorts, the range in the past year has expanded and continues to grow.

On the exhibition, Fablecycle founder, Mark McKee states: “We are very excited to meet lots of passionate cyclists at this year’s National Cycling Show and it will be a wonderful weekend to be there and show people our products and promote commuter cycling.”

“When I founded this company last year there was a lack of high-quality, comfortable, practical (e.g. lots of pockets), and durable commuter clothing. I wanted clothes that were understated off the bike when arriving to work without looking like a lycra warrior! I was inspired to designed my range of commuter cycle clothes for style, functionality and comfort. This will be a great opportunity to spread the word about why we are so passionate about cycling to work and enjoying the buzz of a morning and evening commute, whether you do it fast or slow!”

For media enquiries please contact: hello@fablecycle.com

For updates follow us onInstagram: @fablecycle

www.fablecycle.com

Discover the Pinnacle of Cycling Holidays with Icebreaker Escapes

Nestled in the heart of the breath-taking French Alps, Icebreaker Escapes, a proud division of Icebreaker Chalets, invites you to experience a cycling journey like no other. Our bespoke, catered cycling holidays are designed for those who seek the thrill of the ride with the comfort of luxury. Les Coches is not just a destination; it’s the gateway to cycling glory, offering unrivalled access to the historic high mountain cols that have etched their names into Tour de France lore.

Why Choose Icebreaker Escapes for Your Cycling Holiday?

**Bespoke Routes:** Each route is meticulously planned to challenge and enchant. Whether you’re chasing the thrill of the ascent or the rush of the descent, your journey through these legendary trails is tailor-made for your wheels.

**Luxury Chalets:** After a day of conquering peaks, retreat to the warm embrace of your luxury chalet. Indulge in the finest comforts and refuel with gourmet cuisine, all while sharing tales of the day’s adventures.

**Support on Every Turn:** We understand the needs of a cyclist on a quest. Our support vehicle is your guardian angel on the road, equipped to assist with repairs, replenishments, or just an encouraging word to help you push through.

**Start Where the Action Is:** With transport to the start of climbs, we ensure your energy is saved for the ascent. Our aim is to provide an unmatched cycling experience, one pedal stroke at a time.

**Feed Stations:** Strategically placed to keep you fuelled, our feed stations are oasis of nourishment on your journey. Stay energized with snacks, hydration, and support, all provided by our passionate team.

**Join Us and Conquer the Colossi of Cycling**

Icebreaker Escapes is more than a holiday; it’s an odyssey in the saddle. We’re here at the National Cycling Show to connect with fellow enthusiasts and to offer an exclusive sneak peek into the cycling retreat of your dreams.

**Exclusive Show Offer:**

Book your cycling holiday with us today by emailing info@icebreakerchalets.com with the code SHOWDEAL and unlock special offers only available to National Cycling Show attendees!

**Get in Touch:**

Have questions? Eager to start planning? Our team is here at the show, ready to help you chart out your next grand cycling adventure.

John Williams

Managing Director IB Chalets Group Ltd

00447803816017

info@icebreakerescapes.com

info@icebreakerchalets.com