Tour de France

Key Highlights:

  • 91% average annual growth of Phil Anderson Cycling Tours
  • #1 cycling tour operator in Australia in 2013
  • Over $1m in annual sales in 2013
  • Maintained 90%+ customer satisfaction on all tours
  • Appointed Official Tour Operator for 2016 and 2017 Tour de France

Services Provided:

  • Travel Office Development
  • Accommodation Contracting
  • Ground Transport Planning
  • Airline Contracting & Coordination
  • Hospitality
  • VIP Experiences
  • Fan Engagement

Client Overview:

Phil Anderson is an Australian former professional racing cyclist who was the first non-European to wear the yellow jersey of the Tour de France. Phil ran tours to major cycling events around the world for many years and was looking to grow his business outside of his own services whilst increasing his personal brand presence within Australia

Project Overview:

Mummu Sport was engaged by Phil Anderson in 2010 to take over the operations of his cycling tour business. Mummu worked with Phil and his team to launch a rebranded cycling tour company in the Australian market, Phil Anderson Cycling Tours.

Mummu Sport created a new online e-commerce website, developed a new brand strategy, managed all marketing, contracting and sales operations for Phil Anderson Cycling Tours.  Tasks included tour design, logistics management, supplier contracting, B2B and B2C sales, customer relationship management, and sales fulfilment.

Phil also engaged Mummu Sport as his manager to look after various sponsorships, ambassadorships and public speaking contracts. In the three years, Mummu Sport delivered above forecasted returns on all brand deliverables including increasing returns from long standing partners in Oakley, Skoda and Malvern Star

What Worked and Why

Mummu Sport’s global expertise and networks helped develop a world-class cycling tour company in only three years. Leveraging the contracting power of other major contracts, Mummu was able to secure leading rates from suppliers whilst selling through robust systems.

Mummu has since launched its own leading cycling tour operator, Mummu Cycling, now an Official Tour Operator for the 2016 and 2017 Tour de France.

Client:                  A.S.O., Phil Anderson

Reporting to:     Phil Anderson (cycling legend)

Location:            Melbourne, Australia

Project Dates:    September 2010 – July 2017