From Outdoor Rides to Online Reach: Navigating the Digital World and Reaching New Customers
Peter and Molly’s passion for cycling and adventure inspired them to open The Consummate Athlete. Through their participation in the CDAP Program, The Consummate Athlete expanded its audience reach, sharing training programs and lifestyle advice with a broader community.
Located in Collingwood, Ontario, The Consummate Athlete empowers adults to accomplish their cycling goals through training, coaching, learning, and community. Founders Peter Glassford and Molly Hurford, along with their furry companion, DW the Daschund, have a passion for movement and the outdoors. With their years of experience in cycling and writing about training, competitions, and healthy living, they established The Consummate Athlete to share this passion with others.
Through engaging blogs, podcasts, and personalized cycling coaching, Peter and Molly aim to foster long-term health and joy by connecting people with the outdoors and the thrill of cycling. Their mission is to make cycling accessible and enjoyable for everyone, inspiring a healthier lifestyle along the way.
To expand their digital presence, The Consummate Athlete applied for the Canada Digital Adoption Program (CDAP) to implement new e-Commerce strategies by accessing the micro-grant and receiving support from an E-Commerce Advisor. The CDAP Program assists small businesses in exploring digital strategies and technologies to help them grow and provide their services and products to new customers.
Peter sought out CDAP to improve their website’s digital presence by implementing search engine optimization (SEO) functionalities. This included optimizing image sizes, conducting keyword searches, and installing SEO plug-ins that offer up-to-date recommendations and automate SEO configurations.
Additionally, Peter received support through microgrant to set up a new e-commerce store with improved search options, categories, and checkout features that allow the use of promo codes and gift certificates. These enhancements will help consumers interested in cycling and healthy living to easily find and access The Consummate Athletes's training plans, merchandise, and other offerings.
With the support of their E-Commerce Advisor, Peter learned key marketing concepts, SEO techniques, and how to establish digital goals by building a buyer’s persona and identifying the buyer’s journey. This allowed him to take concrete steps to formalize other aspects of the business, helping him establish The Consummate Athlete more firmly as a business:
“The grant helped us get our website and store positioned to help sell our services and digital products (training plans and gift certificates) as well as some merchandise (t-shirts). Through the process, I also did the business name registration, which I think is helpful for building an official business in Ontario”
By accessing the $2,400 grant and meeting with his E-Commerce Advisor, Peter was able to extend his online reach to a wider audience of people looking to improve their cycling and learn more about a healthy lifestyle. He encourages other small businesses to not only apply for the grant but also use the time with their E-Commerce Advisor to learn about digital marketing and receive feedback on their digital presence:
“Make time to do the reading and work through the assessments [provided by the E-Commerce Advisor]. While the grants are helpful, there is value in using your time and money effectively.”
Whether you're a seasoned cyclist or just getting started, The Consummate Athlete offers a welcoming and supportive environment to help you achieve your training goals and lead your best active, adventurous life. To learn more about their cycling programs, podcast, and upcoming events, visit their website and follow them on Instagram, Facebook, and X
If you’re interested in exploring e-commerce opportunities for your business, CDAP may be the right opportunity for you. To learn more about the CDAP program, please visit here.
Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Meta, Intuit QuickBooks, Square, Lightspeed, Ebay and Canada Post.
As part of the Canada Digital Adoption Program, the Government of Canada has partnered with Digital Main Street to deliver the Grow Your Business Online grant to small businesses in Ontario. The program offers eligible business owners a micro-grant of up to $2,400 to help with the costs related to implementing an e-commerce strategy and hands-on support from a network of E-commerce Advisors.
