The goal of the WMN Initiative is three-fold. Help elite female cyclists realise their goals of a pro career. Increase female participation in cycling through our Ambassador-led rides. And create dedicated female-specific collections and content, produced by women for women. Why? Because we #lovewomenscycling.

Giving back. To move forward

One of the major beneficiaries of the WMN Initiative is our co-sponsored elite female cycling team, SWR. Five per cent of all WMN and SWR-branded apparel sales go directly to the team.

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Be it safety, accessibility, or product, women’s cycling is, and always has been, a second thought. We are dedicated to making a difference.