A well-established, experienced audience who know their sport.
17.8%
Cycling 3–5 years
An engaged mid-stage audience actively building their cycling identity.
10.0%
Cycling less than 2 years
Newcomers to the sport — open to new brands as they establish their habits.
Participant Data
Demographics · Location
Who rode
Participant Demographics
Gender Split
73%
Male
Male73.0%
Female25.8%
Other / Prefer not to say1.1%
Age Distribution
Average age 47.9 — the largest group is 55–64 (26.5%), reflecting a highly experienced, established rider base.
Where they came from
Location
99%
of riders came from the United Kingdom. Edinburgh and Glasgow alone accounted for over a quarter of all entries, with strong representation from across Scotland.
Top Postcode Areas
01Edinburgh (EH)15.1%
02Glasgow (G)13.6%
03Aberdeen (AB)6.3%
04Perth (PH)5.3%
05Kirkcaldy / Fife (KY)3.7%
Post-Event
Feedback · Scores · Quotes
Post-event survey
Event Feedback
68
NPS Score
Net Promoter Score — Likelihood to Recommend
9.72/10
Overall Experience Rating
68
Net Promoter Score
8.38/10
Likelihood to Return Next Year
"
Possibly the best cycling route I've ever experienced. 10/10 I'll be back next year for sure!!!
"
Fantastic course, well organised and marshalled, great feed stops, wonderful scenery, great base location, wonderful countryside, great people.
Digital Stats
Email · App
Our audience
Email Database
30,000
Total Subscribers
Active Etape Caledonia email list
14.3%
Avg. Open Rate
Across all campaigns
2.7%
Avg. Click Rate
Across all campaigns
Partner Campaign Highlights
Jump Ship Brewery featured across Etape Caledonia email campaigns
Solus
The ride's done. The reward starts now. 15% off Jump Ship beers
4,450
Sends
23.5%
Open Rate
2.2%
Click Rate
144
Total Clicks
In-race technology
Event-Day App
357K
Screen Views
Avg. 115 screens per active user
3,109
Active App Users
68% of all confirmed riders
32,948
Total App Opens
Avg. 10.6 opens per user
2,123
Total Downloads
iOS: 1,415 · Android: 708
704K
Total App Activities
226 activities per active user on average
Most Used Features
Live Tracking12,715 views
Find Participant8,440 views
Live Ranking680 views
Partner Data
Jump Ship Survey Results
Participant responses
Survey Results
Q: What did you think of Jump Ship?
Excellent
40.2%
Good
45.1%
OK
12.9%
Poor
1.8%
85.3% of respondents rated Jump Ship as Good or Excellent. 450 respondents.
Q: How likely are you to buy Jump Ship alcohol-free beers in future?
I already drink them regularly
2.6%
I tried them & I'll buy them
21.7%
I'm open to trying them
36.9%
Not sure
11.9%
Unlikely — not for me
26.8%
24.3% either already drink Jump Ship or tried it on the day and intend to purchase. 842 respondents.
