Goodform creates fan-centric website for British Athletics

This summer promises to be one to remember for all athletics fans, with the Müller Anniversary Games, Para Athletics and IAAF World Championships London 2017, and Müller Grand Prix all taking place across the next two months. It’s a time when as well as attending events, fans are looking for the latest news and content to consume. Following the successful launch of the #Represent campaign, British Athletics have now launched their new website. Developed by Goodform, the website has been designed to engage and excite the current athletics audience, as well as providing British Athletics with a key asset in attracting new fans to the sport.

Over 3,000 fans took part in research at the start of the project to define the key features of the new website, with the insight from the research helping to shape the content architecture. Research carried out following the launch of the website showed that over 75% of the audience will visit the website more frequently.

Joe Kyle, Goodform’s Marketing Director said: “The British Athletics website has been a great project to be part of, and represents a step change in how British Athletics are able to engage with their audience. As a retained client of Goodform’s since 2009, we have in-depth knowledge of the British Athletics’ audience which provided the foundations for the project, and ensured that we built a platform tailored to the fans of the sport.”

Ryan Murphy, General Manager, Commercial, for British Athletics added: “We are delighted to now have a digital platform that allows us to interact with the British Athletics fans in a much more engaging and effective way. The insights that Goodform provided in the first stage of the project gave us the confidence that we were developing a website that truly meets the fan’s needs, and we will be working hard to create relevant and exciting content that encourages them to visit the website frequently.”

Visit the website at

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