Californian-based helmet company Bell has launched a women's mountain biking ambassador scheme with a view to encouraging and developing the sport in new locations via burgeoning scenes across the US.
Joy Ride is Bell's name for its women's-specific products, and more widely for its efforts to increase female participation in cycling, with a focus on mountain biking.
Bell is one of the main cycling brands putting money where its mouth is when it comes to supporting women's cycling, both in terms of product development and grassroots support. The women's Joy Ride helmet collection encompasses eight products across road, mountain bike and commuter cycling, and was developed after extensive research and feedback.
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Related: 'We wanted to reset' – Bell Helmets is remodelling a 'masculine' cycling brand
Earlier in 2015, Bell announced its intention to develop a women's ambassador scheme to encourage women's mountain biking in new locations across the US. More than 200 women applied, and the company has just announced the names of the successful six who'll be taking up those roles.
These Joy Ride Ambassadors will be tasked with running monthly women's mountain bike rides in their areas, and helping develop participation and engagement. BikeRadar understands Bell may extend the scheme internationally through local distributors if this first, US rollout proves a success.
Get with the Program
Meet the Ambassadors
- Karina Magrath, Coeur d’Alene, ID – Recipient of a PMBI Level 1 coaching certification who has recently starting hosting local women’s rides
- Veronique Pardee, Tucson, AZ – Coaches a youth cycling program called El Grupo and started the women’s In Session riding program
- Samantha Jones , Kansas City, MO – Park Ranger and newly-elected president of the Lawrence Mountain Bike Club
- Amber Krueger, Madison, WI – Member of Revolution Cycles Cycling Club and founder of a women's mountain bike forum and bi-weekly ride in conjunction with IMBA and its local chapter, CORP
- Missy Petty, Knoxville, TN – Women’s ride leader for the Easy Rider MTB Ride with TN Valley Bikes and no-drop women's MTB rides with Harper's Bike Shop; active member of AMBC (Appalachian Mountain Bike Club)
- Kendell Ryan, Richmond, VA – Member of River City Women's Racing (RCWR), which has strong connections in the community for bike advocacy, and former member of local Team LUNA Chix
You can read more at BikeRadar.com
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