This marks the end of a process that started last year with funding support from the Canadian Olympic Committee’s National Sport Federation Enhancement Initiative.

While the sport of cycling is complex and continues to evolve, we are an organisation whose mission and purpose remain rather simple – to inspire Canadians through cycling,” said Cycling Canada executive director Matthew Jeffries.

"Our sport is unique in its ability to enrich lives and build a happier and healthier nation.

"Cycling is a journey that unites us all.

"It is our shared passion and we want our brand to reflect this passion as well as our dedication towards developing the sport holistically and collaboratively across the country."

Originally founded in 1882 as the Canadian Wheelmen’s Association, Cycling Canada is among Canada’s oldest national sport organisations.

While a key objective with this project was to develop something modern and contemporary, we are proud of our rich history and wanted to ensure that was reflected and acknowledged in the new brand," said head of performance strategy Kevin Field.

The development of the new Cycling Canada brand and website was achieved in collaboration with Toronto-based consulting and advertising agency theturnlab, who are known for their work with the Mattamy National Cycling Centre, Adidas, Cannondale and many other high-profile sport and lifestyle brands.

The website and logo were designed by Montreal-based Leonardo Studio, Cycling Canada’s agency of record for graphic design, while La Cursive assisted with content creation in both official languages.

Over the past few years, our marketing strategies have evolved to become more inclusive of all cycling disciplines and all levels of the sport,” said Cycling Canada marketing and communications manager Karine Bedard.

"With increasing focus on the development of consistent and quality content that reaches a broader audience, this new brand and website come at the right time."

Jeffries added: "I want to extend our most sincere thanks and gratitude to all the partners who contributed towards this project, and particularly the Canadian Olympic Committee for the resources and funding support to make it all happen.”

While the new website is live, the new brand will come to life gradually over the coming months across Cycling Canada event properties, programmes, digital platforms and apparel.