Le Col Grows Affiliate Revenue Contribution 282% with Global Partnership Strategy
In six years of partnership, Acceleration Partners helped Le Col:
- Grow affiliate revenue share 282% (5.8% → 22%) over six years.
- Expand from the UK into the US (2021) and Germany (2025).
- Deliver +31% global, +146% US, and +16% UK revenue YoY.
- Drive +67% US and 51% UK new customer acquisition YoY.
increase in affiliate
revenue share.
US revenue year over year.
| Website | www.lecol.cc |
| Vertical | Cycling Apparel |
| Markets | UK, US, Germany |
| Channel | Affiliate |
IN THIS CASE STUDY
CASE STUDY
AT A GLANCE
Acceleration Partners has supported the management of Le Col’s affiliate programs for over six years, acting as an extension of the Le Col team to drive growth across key global markets. Our partnership began with the UK program, and as Le Col expanded internationally – entering the US in 2021 and Germany in 2025 – we played a strategic role in scaling its affiliate efforts to increase sales globally, and boost brand awareness in emerging markets. Over the course of the partnership, affiliate-driven revenue as a share of total business revenue has increased by 282%.
OUTCOMES
THE RESULTS
Over six years of strategic partnership management, Acceleration Partners transformed Le Col’s affiliate program from a supplementary channel into a core revenue driver, delivering measurable impact across global markets, customer acquisition, and year-over-year growth.
Revenue Growth
Business revenue from affiliates has increased 282% across the six years of partnership from 5.8% to 22%.
GLOBAL REVENUE YOY
US REVENUE YOY
UK REVENUE YOY
New Customer Acquisition
Acceleration Partners’ focus on upper-funnel and closed-group partnerships drove significant new customer growth for Le Col, expanding its buyer base across both primary markets.
US – YOY
UK YOY
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HOW WE DID IT
THE STRATEGY
We tailored affiliate strategies for each market to meet Le Col’s brand awareness and customer acquisition goals. Our in-market affiliate experts leveraged strong local partner relationships and deep regional knowledge to build customized, high-performing campaigns.
Platform Optimizations
Utilizing Awin’s funnel and journey path reports, we optimized partner performance with a focus on upper-funnel and solo-contribution partners. We implemented new vs. existing customer tracking within the Awin platform to support Le Col’s acquisition goals. This data-backed approach provided visibility into the entire customer journey and allowed us to focus on partners driving real value and incremental, new customer sales.
Partner Diversification
To accelerate growth and expand brand reach, we recruited new partners across key categories, including Content, Card-Linked Offers (CLO), Loyalty, and more.
Partner Audit
We conducted a subnetwork audit to identify and remove low-quality affiliates, ensuring the program was optimized for high-value partners that drive sustainable growth and performance.
Targeted Reward Strategies
We implemented exclusive rewards with highly relevant closed user groups, such as Endurance Zone and Blue Light Card. Both are now in Le Col’s top 10 affiliate performers for YTD 2025, proving the value of focused, high-intent targeting.
Fixed Fee Placements
In 2024, we ran fixed fee campaigns with cycling-specific partners, including Cyclist Magazine (£4.12 ROI) and Future Publishing (£9.12 ROI). These delivered strong returns and reinforced the impact of investing in niche media to boost brand visibility and audience engagement.
Affiliate Growth
Is Your Affiliate Program Delivering This Kind of Growth?
Most brands treat affiliates as an afterthought. Le Col turned it into a strategic revenue channel, and so can you. Talk to our team about building a high-performance affiliate program tailored to your brand and markets.
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