Bicycle Leadership Conference

Introduction

The Bicycle Leadership Conference (BLC) is the world’s foremost education and networking event for the bicycle industry. The conference includes inspiring keynotes, educational sessions, engaging networking opportunities, and time to enjoy the area's spectacular bike rides. This year, the BLC underwent a full rebrand, accompanied by a newly designed registration flow and website experience.

Project Overview

Challenges + Constraints

Accessibility

Conference content needed to be easily discoverable without users encountering dead ends. Visitors should be able to move effortlessly from one piece of content to another. Speakers, session titles and types, times, and locations needed to be clearly presented and interconnected throughout the site.

Webflow Registration

Registration for the Bicycle Leadership Conference needed to accommodate three audiences while remaining easy for our team to track and report on. The system was built using Webflow, Memberstack, and Stripe. Because two registration types require restricted access, only eligible users can view and register at those pricing levels. This access control was implemented through custom workflows using Zapier.

Define

Task Flow

We focused on improving two key areas: first, the registration process, which includes multiple registration types across three distinct audiences; and second, ensuring that session, keynote, speaker, and schedule details could be easily accessed from any point on the site.

Registration Task Flow

Conference Content Loop

Develop Clear Navigation

We aimed to create a seamless experience that helps users easily find the conference information they need. Whether they’re exploring content by day, session, or speaker, all details are organized and connected to their corresponding categories for effortless discovery.

Users shared that they want quick access to all relevant information about each speaker. Many registrants prioritize specific speakers and need an easy way to see what they’re presenting on, as well as when and where their sessions will take place.

Conference Content Flow

Design

BLC of the Past

BLC Rebrand

As the BLC grows into a more global event, there is an opportunity to evolve its visual language. A bold new logo conveys innovation, growth, and a renewed sense of purpose, serving both as a symbol of progress and as a bridge. When presented consistently alongside the PFB logo, it honors the brand’s legacy while signaling its future direction.

Logo Elements

Location and year labels help identify the current event and are variables for future conferences.

The BLC acronym establishes immediate brand recognition and communicates strength, leadership and clarity.

Event name reinforces the acronym while articulating the full scope of the event, serving new audiences and returning attendees.

Pairing with the PFB logo reflects joy, accessibility. Including this mark endorses the BLC with one of the industry’s most trusted names.

Solution

The homepage for the BLC conference site is live and is processing registrations. Content for sessions and speakers is still being developed. The site will continue to evolve and be updated until the date of the conference.

View the Live Site

Conclusion + Takeaways

‍Next Steps:
• Registration for the Bicycle Leadership Conference is currently open. There have been no registration issues that we have experienced.
‍• The site will continue to evolve as more content is confirmed by our team.
‍• The connections made through the speaker, sessions and agenda page will be made through CMS collections.
‍• Animations on the speaker page will be made directly in Webflow through the interactions tool.