Video tutorial: Richard and Lynn Bye of Fat Lad At The Back on engaging all in physical wellbeing

For larger-sized cycling clothing brand Fat Lad at The Back the sense of community and inclusiveness that lies at the heart of its ethos has been important since the brand’s conception and is central to the company’s success today.

“We aren’t a product we are an environment, a belonging, a place where people can go and find some encouragement and strength to go on their own journey,” Richard Bye, co-founder of Fat Lad on the Back told delegates at the REBA Employee Wellbeing Congress 2019.

His wife and fellow co-founder Lynn Bye said that when looking at the launch competitive brands were all very elite focused. “We thought let’s make it funny. Let’s say you don’t have to be the best. It doesn’t matter if it’s the first time you’ve been on a bike or you’ve been on a thousand times,” she said.

Rather than using models the brand has also focused on using its customers within its brand marketing and messaging to reinforce the messaging that larger sized people can and should cycle and not be belittled for it.

“We came up with a saying that when you put on a Fat Lad jersey you instantly get 45,000 friends. It’s like a little tribe which is really important when you are feeling ostracised and you can’t participate,” she said.

Engagement, sharing of personal stories and building brand advocates has also been vital to encouraging tens of thousands of unexpected people onto bikes and into exercise.

"Get under their skin, understand the barriers and complexities of the reasons why people aren't participating and taking up on all the things you are suggesting to people. Give them a cause to action and involve them more. Make it inclusive."

This video was recorded at the REBA Employee Wellbeing Congress 2019, held in London on 20 June.