Liv, sister brand of Giant Bicycles, which is dedicated solely to the female cyclist, is launching a U.S.-based ambassador program with 125 ambassadors located across the country. Adding 45 new ambassadors over the prior year’s program, this is the largest ambassador program within Liv’s global brand and the largest number of ambassadors for the U.S. yet. The Liv Ambassador Program includes a sponsorship collaboration with SRAM consisting of joint marketing initiatives as well as support for the Liv Ambassador Camp.
The goal of the Liv Ambassador Program is to grow the women’s cycling community regionally through local events that educate women about the sport and make cycling more approachable and welcoming. Jen Audia, Liv US marketing manager, says the Liv Ambassador Program is critical to growing women’s cycling in a way that is meaningful.
“I know what it is like to be new to the cycling world, it can be really intimidating,” said Audia. “The Liv Ambassadors are a resource based in the local community for retailers and women and the events they lead like fix-a-flat clinics, bike maintenance and group rides give women tangible skills to be a more confident and independent cyclists.”
The program officially launched on February 8 at the annual Liv Ambassador Camp held in Scottsdale, Arizona. For the second year in a row, Liv hosted 50 ambassadors and gave them hands-on training about the Liv brand as well as leading clinics and group rides. SRAM was also on hand to train ambassadors on drivetrain, brakes, suspension, maintenance and technology.
“We leaped at the chance to be a part of this program,” said Elayna Caldwell, director of mountain bike brand marketing for SRAM. “Through the ambassador program, Liv is really making a difference in the women’s cycling community and making progress towards our common goal of getting more women on bikes.”
Liv ambassadors serve for one year and are incentivized by discounts and Liv products for their service. To learn more about the program visit www.giant-bicycles.com.