Visibility thanks to bicycle leasing: 7 marketing ideas for companies

From employer branding to social media—these seven clever approaches show how bicycle leasing enriches corporate marketing.

The most important information at a glance

Strong employer brand: Bike leasing is a sought-after benefit and shows that companies are committed to modern, sustainable employee benefits.
Credible sustainability: Company bikes make CSR promises tangible—concrete, visible, and without greenwashing.
Healthy workforce: Everyday exercise boosts well-being and reduces absenteeism – a plus for any health strategy.
Brand ambassadors on two wheels: Employees become visible representatives of corporate values in their everyday lives.
Effective tax-saving model: Salary conversion benefits employees financially – and companies score points without additional expense.
Storytelling with substance: Bicycles offer authentic social media content – from selfies to city cycling.
Easy implementation: Providers such as Lease a Bike take care of organization, protection, and service – for minimal effort on the part of the company.

More and more companies are turning to bicycle leasing – and for good reason. What was once considered a niche solution for sports-loving employees has developed into a sought-after mobility option and strategic communication tool. According to a recent market study by the industry association Zukunft Fahrrad, around 1.2 million company bikes were leased in Germany in 2023 – an increase of almost 40 percent compared to the previous year. What is particularly striking is that more than a third of all employees now have access to a leasing model through their employer.

But the company bicycle is more than just a sustainable mobility bonus. For many companies, the company bicycle is also increasingly becoming the focus of communication and brand management. Companies use bicycle leasing to showcase their values, emphasize a modern work culture, and, last but not least, to differentiate themselves in the competition for skilled workers. But what specific potential does bicycle leasing offer for corporate marketing? This article illustrates this with the following seven ideas.

Make smart use of bicycle leasing

Strengthen your employer brand with bicycle leasing

In times of skilled labor shortages, every point counts in the competition for talent. Bike leasing is more than just a nice extra—it signals that a company is taking responsibility for the health of its employees, for sustainable mobility, and for the compatibility of work and everyday life. Such offers are particularly well received by younger generations and urban professionals. Those who cycle to work – and also enjoy tax benefits – often perceive the company as modern, employee-oriented, and flexible. It is important that the benefit is also made visible: on the career page, in job interviews, or at job fairs.

Sustainability communication: The bicycle as proof of CSR

Many companies are currently setting ambitious climate targets. However, it often remains unclear how they intend to implement these targets in practice. This is where company bikes provide tangible evidence: fewer cars on the way to work, more emission-free kilometers, less parking space – all of this can be specifically mentioned in CSR reports, environmental communications, and sustainability targets. It is not about making bold statements, but about taking comprehensible measures. Those who communicate how many kilograms of CO₂ have been saved by leased bicycles in the company are not just talking about responsibility – they are demonstrating it.

Health marketing: Fit employees

Bicycle leasing is also part of an active health strategy. Regular cycling reduces the risk of cardiovascular disease, strengthens the immune system, and promotes mental well-being. Companies that use bicycle leasing as part of their occupational health management program are sending a strong message about their commitment to employee welfare. This message can also be used for communication purposes: health campaigns, bicycle challenges, or internal reports make the company's commitment visible—both internally and externally. Especially when combined with other health initiatives, this creates a well-rounded overall picture.

Employees as brand ambassadors

A company bicycle has an impact far beyond the company premises. Employees who travel on their leased bikes carry the corporate culture onto the road—in the best possible way. Whether commuting, shopping, or cycling with friends, the bike becomes a conversation starter and a visible sign of the employer brand. This effect can be enhanced by actively involving employees. For example, with short testimonials, photos, or interviews that are shared via internal newsletters, intranet, or social media. This creates a lively, authentic image of the company's own brand – without the need for an agency.

Communicate tax benefits

Bicycle leasing pays off – twice over. For employees, who save money through salary conversion and the 0.25 percent rule. And for companies, which can score points with this benefit without having to bear high additional costs. This combination of financial attractiveness and ecological benefits is rare – and therefore a strong argument. That's why it's worth not only explaining the tax advantage internally, but also communicating it externally. Examples include brochures, recruiting channels, and employer review platforms.

Bicycle leasing and content potential

Selfies with the new leased bike, team photos after lunch break, mileage challenges as part of city cycling – bike leasing offers numerous opportunities for genuine, organic content. This topic is particularly well suited to platforms such as LinkedIn or Instagram, where companies provide insights into their culture. Employees thus become content creators. The advantage: the stories come from real everyday working life – and therefore appear particularly authentic and credible.

happy people with bikes smiling in nature

Get started easily with professional partners

No good marketing effect without a reliable basis. To ensure that bicycle leasing not only sounds attractive on paper but also proves convincing in practice, smooth implementation is required.

The good news is that companies don't have to set up the model themselves, but can rely on experienced partners such as Lease a Bike. We provide the technical framework, consulting, communication tools, and services such as insurance or comprehensive protection packages.

The result: minimal organizational effort for companies and high user-friendliness for employees. Particularly exciting from a marketing perspective: companies also benefit from close cooperation in terms of communication. At Lease a Bike, we provide material for internal and external communication, such as explanatory videos. This turns an internal benefit into an external image factor.

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Visibility thanks to bicycle leasing: Seven marketing ideas for companies

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