No.6 Racing Wheels has appointed brand-focused design and communication agency, Conductor, to lead all brand, design, marketing and PR activities, as it continues its rapid growth.

Having achieved “outstanding success in its first year of trading”, No.6 is looking to utilise the experience, expertise and creativity of the Conductor team to scale brand awareness and sales.

Founded in 2023 by Ken Goh, No.6 has set out to establish itself as a challenger brand in the carbon road and gravel wheelset space. The brand and product development ethos is built upon “a desire to disrupt the performance wheel market”.

Utilising a “strong R&D and manufacturing setup”, the brand states it “has the ability to rapidly develop new products, support teams & athletes and react to the needs of the passionate cycling audience”.

Conductor will support No.6 with a complete service of brand development, digital design, marketing, content creation and PR. Support will come from the London and Taipei offices of Conductor, providing localised activities in the key European and Asian markets.

“Ken and the No.6 team have achieved outstanding success in a short time due to a clear vision of the brand and a desire to do things differently,” said Conductor co-founder Jonathan Davies. “Combining their energy and ideas with Conductor’s design, brand building, and marketing expertise is a very exciting prospect.”

Conductor, the London-based design and marketing consultancy, has announced the opening of a new office in Taipei.

The move sees Co-Founder Jonathan Davies relocate to Taipei following Eurobike to lead the team and operations across Asia.

This expansion coincides with Conductor’s integration into Gruppo Media, the publisher of Rouleur and organiser of Rouleur Live. The move further strengthens Gruppo Media’s strategic positioning in global cycling media and marketing, and follows the recent agreement with Titan Media Group (TMG) to launch a joint venture that will publish Rouleur in Chinese and champion the growth of cycling culture across China.

Asia, which has led global cycling manufacturing for decades, is rapidly becoming the world’s largest consumer market for cycling products.

Conductor’s new Taipei office will serve as a critical hub for Chinese-speaking businesses looking to expand their brand presence internationally, while also supporting international brands entering the Asian market.

“This expansion is a key milestone in our mission to support ambitious cycling brands and manufacturers in Asia, while helping global brands achieve meaningful success in this rapidly growing market”, said Jonathan Davies.

Why Taipei?

The region remains a long-standing epicentre of cycling innovation and manufacturing—a place where craftsmanship meets opportunity.

“The cycling and mobility industries are evolving fast, and Asia continues to play a central role in that evolution”, Davies added. “Being based here allows us to be closer to the industry, providing deeper support and faster solutions for our clients.”

The Taipei office will function as a creative and strategic hub for Asia, offering a comprehensive suite of services, including:

• • Brand Strategy – Crafting powerful, market-ready identities for cycling and active lifestyle brands.
• • Creative Design – From product branding, print design, packaging, to engaging digital-based outputs.
• • Marketing & PR – Delivering impactful, effective campaigns that resonate across Asia and globally.
• • Digital Growth – Leveraging web design, content creation, and performance marketing to scale brand impact.

Conductor: A new chapter for Gruppo Media

The launch of the Taipei office represents not just geographical expansion, but a broader evolution for Conductor as part of Gruppo Media.

Matteo Cassina, Chairman of Gruppo Media, commented: “Conductor’s arrival in Asia and the recent launch of Rouleur China mark significant milestones in our global growth strategy. With their deep market insight and creative excellence, Conductor strengthens our presence in Asia and enhances the value we bring to partners worldwide.”

Bridging East meets West

Led by Co-Founders MJ Jackson and Jonathan Davies—seasoned creative directors and strategists with global experience—Conductor has long championed cross-market collaboration and brand innovation. “We see ourselves not just as a creative marketing agency, but as a cultural bridge”, said Davies. “From Taipei to Tokyo, London to L.A., we’re here to help brands thrive across borders.”

Established connections and ongoing projects

Even before the official opening, Conductor has begun collaborating with Asia-based clients and cultivating strong ties within the regional cycling community.

The Taipei office formalises and deepens this engagement, anchoring Conductor’s commitment to building lasting partnerships in Asia and beyond.

For enquiries or to connect with the Asia team, contact Jonathan Davies via jd@conductorstudio.com

Conductor – the creative agency dedicated to cycling and member of Gruppo Media – the owners of Rouleur, have launched Conductor Productions.

Utilising decades of campaign creation and image-making experience across the Conductor and Rouleur teams, the new department will support brands in creating film and photography that stands out in today’s visually cluttered world.

Over many years, the team, led by MJ Jackson and Jonathan Davies, have created a body of work that covers the entire spectrum of marketing and brand-building activity – from brand hype films to new collection and production launches, event, athlete and ambassador activations and brand asset library creation.

Working across stills and motion, the Conductor Productions team is adept at crafting assets that deliver the story of the product or brand in a highly creative manner of exceptional quality.

Conductor co-founder, MJ Jackson said: “Whether shooting new film and photography, refreshing existing assets or a mixture of both, Conductor Productions look beyond the world of cycling for inspiration and aim to elevate the visual language of the sport we all love.”

Coinciding with the announcement, Conductor Productions and Ribble have collaborated on the launch of the new Ribble Allroad Road+ Collection

Shot in Andorra over two days, the project takes inspiration from the classic films of Jean-Luc Godard and iconic cinematic moments such as the opening scene of The Italian Job. The Road + film tells the story of four friends who are inspired, by a mysterious character, to ‘add more adventure’ to their cycling.

Using this narrative, the film beautifully showcases the range of models in the collection – the competitive Allroad SL, top-of-the-range Allroad SL R and the e-road bike version – Allroad SL R e.

Selecting an Andorran-based team including, Nik Howe, Alex de Cortada and stills photographer Brazo di Hierro, the concept was brought to life across the short film and a wide selection of stills that captured the spirit of the new collection.

Ribble Head of Marketing and PR, Sasha Castling said: “From initial briefing and discussions the team quickly brought to life our ideation with a stunning genre-challenging production, capturing the romance of riding through the intrigue and the unknown of European cinematography and all set in a stunning location.

“Conductor Productions absolutely delivered the inspirational cycling film I was looking for. And that soundtrack…”

Gruppo Media Ltd, the publisher of Rouleur and organiser of Rouleur Live events, has announced the acquisition of a majority stake in Conductor, a creative agency dedicated to cycling.

The transaction cements the ambitions of Gruppo Media to become a “comprehensive solution” for brands covering the entire marketing and sales funnel, offering a suite of creative services to help elevate brands throughout the cycling industry.

Conductor will continue to operate as an independent agency that offers marketing and creative services, now  augmented with Gruppo Media’s wider storytelling and data expertise through its network of writers, photographers, film makers and event experience.

Although Gruppo Media is best known for its print magazines, now distributed to nearly 30,000 subscribers in more than 60 countries, the group has evolved into a digital publisher and direct-to-consumer organisation.

Matteo Cassina, owner of Gruppo Media, said: “I have known MJ and Jonathan, the founders of Conductor, for over five years and feel very excited about working together in this new venture. The quality of work and reputation of the team is exceptional and I feel very privileged to be able to work together in this new chapter of our company.”

“Behind the glossy pages of the magazine that defines our business we have been building a highly sophisticated organisation that combines design, photography, and storytelling with the latest tech.

“The inclusion of the services provided by Conductor will cement our relationship with our commercial partners and enable us to offer our services on a much broader scale. This is the natural evolution of our business and an element of our offering that has been missing for many years now.”

Operating from a London office in Somerset House, Conductor will continue to work with brands on a number of services, including brand creation, product and awareness campaigns, content strategy and creation, paid and organic digital marketing and PR, event and sponsorship activations, website and app design and more.

This new chapter for Conductor, originally formed in 2014, aims to redefine creative and marketing support for the world’s leading cycling brands.

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Jonathan Davies, co-founder of Conductor, said: “Creativity and Technology are two of the most important factors in the success of a brand and in this constantly evolving world, when harnessed effectively, they can surprise, delight and engage the audience.

“We founded Conductor to create inspiring, bold work that matters and is a reflection of our passion for cycling. The simple act of riding a bike creates lifelong memories, enables discovery and empowers change.”

MJ Jackson, co-founder of Conductor, added: “We are extremely excited about this new phase of Conductor. By joining forces with Gruppo Media, we are empowered to continue to work with leading brands, deliver exceptional, transformational projects and provide a level of client service that leads to long-term relationships.”

Cycling design and creative agency Conductor has launched a new website, after celebrating a ‘record-breaking year’ for the Brighton-based firm. 

Conductor, a creative agency specialising in the cycling sector, was founded in 2014 by MJ Jackson and Jonathan Davies, both with experience in branding and design. 

The company offers a variety of services, ranging from brand strategy to digital marketing campaigns. 

Recent work has included the new Whyte e-160 MTB and a campaign with British premium clothing brand Le Col.

Co-founder Jonathan Davies said: “2022 has been a fantastic year for the studio. We set up Conductor as we saw an opportunity to support world-class cycling brands with highly creative work that focuses on quality of concept and design execution. The work we’ve produced shows that through creativity and collaboration, our clients can excite and engage their audiences and ultimately drive sales and brand awareness.”

Conductor’s website now features the most recent projects, including the collaboration with Le Col to celebrate the 10-year anniversary of Sir Bradley Wiggins’ Tour de France victory and Olympic gold in 2012. 

The campaign used Wiggins’ own words along with iconic images from 2012 to promote the range of Le Col jerseys. 

For the launch of the Whye e-160, Conductor orchestrated a launch film that aimed to tackle stereotypes and raise the profile of the versatile e-MTB. 

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Fellow co-founder MJ Jackson added: “We continually strive to develop exceptional work for our clients, to help them solve business challenges with creative solutions. Although the new site is a celebration of our latest work, we’re already working on many exciting new projects and 2023 is already shaping up to be very exciting.”

You can view all the work here – https://www.conductorstudio.com/projects. 

Earlier this year, bike brand Swift appointed Conductor as part of its UK expansion, also relocating its headquarters to the Silverstone Sports Engineering Hub.

Swift has announced plans for further expansion into the UK market, following its recent brand HQ relocation to the Silverstone Sports Engineering Hub.

Working with cycling creative agency Conductor, the brand will launch a new, multi-category bike collection at The Cycle Show in April. Following the show, it said it will ramp up brand and product level communications to build brand awareness and support its dealer network.

Duncan Potter, managing director, Swift UK, said: “2022 marks an exciting new phase of the Swift brand. We see the UK market being of major importance to the brand and, given our South African roots, the UK feels like a second home. We are committed to supporting our dealers through innovative branding, marketing, events and grassroots level activations.

“Working with a highly creative agency such as Conductor, one that knows the UK market inside out, enables us to build a real, genuine relationship with the Swift audience. We are a brand built on creating ‘an exceptional ride’ – from developing exceptional bikes to empowering cyclists to create exceptional moments.”

Jonathan Davies, co-founder of Conductor, added: “Swift is a brand that we’ve long admired. From its dynamic foundation to this exciting new stage, the concept of ‘An Exceptional Ride’ is one that resonates deeply with us. We are thrilled to be launching the new collection, building brand awareness and helping Swift bring their positive, innovative and creative approach to the UK market.”

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Swift was founded in South Africa by ex-pro Mark Blewett and said it has always aimed for an ‘exceptional rider experience’. The brand has a global perspective, with headquarters and R&D at the Silverstone Sports Engineering Hub, product design based in Cape Town and production led by teams in Portugal and Brazil.

Creative agency Conductor has been appointed as the global design, brand and content agency for TIME Bicycles.

The creative partnership, in collaboration with experienced cycling industry brand and creative director Jordan Hukee, will focus on product updates and launches throughout the next year.

“The TIME brand is steeped in innovation, history, technical excellence and creativity,” said Tony Karklins, co-chief executive officer at TIME Bicycles. “We selected Conductor as our partner due to their outstanding track record, deep knowledge of cycling and passion for creativity.”

Jonathan Davies, Conductor’s co-founder, added: “TIME is a world-class brand and we’re extremely excited to help shape the next leg of the journey.

“As cyclists, TIME and its iconic moments in racing helped to forge our love of the sport. As creatives, TIME’s commitment to European manufacturing, design, engineering and precision is inspirational.”

Read the June issue of BikeBiz below: