Breaking Barriers
Pedro Couto Lopes
?? Marketing ?? Creative ?? Cyclist |??Host of the Ride To Success Podcast | Creating brand stories | B2C & B2B Marketing Strategy
How Cassondra Spring and Liv Cycling Are Shaping Women's Cycling
A Journey Rooted in Passion and Community
Cassondra Spring , the Global Brand Manager for Liv Cycling, is a strategic leader with a deep passion for cycling and community building. In a recent interview on the Ride To Success podcast with Pedro Couto Lopes , Cassondra shared insights into her personal journey, Liv Cycling 's mission, and the profound impact of their involvement in the Tour de France Femmes avec Zwift .
Growing up in a music-filled household, Cassondra's eclectic musical taste ranges from indie rock and folk to electronic and R&B. This diverse appreciation for music reflects her broader worldview, which values varied perspectives and global experiences. This philosophy seamlessly translates into her work at Liv Cycling, where inclusivity and community are at the forefront.
Creating an Inclusive Community
Cassondra's personal passion for cycling is deeply intertwined with Liv Cycling's mission to welcome more women and girls into the sport. "I believe that anybody that wants to bike belongs," she stated. Her journey into cycling began in Steamboat Springs, Colorado, where she found a supportive community through local races. This sense of belonging and support has driven her to create similar opportunities for others through Liv Cycling.
As a leader, Cassondra practices strengths-based leadership, focusing on empowering her team and clearing paths for their visibility. She is also an active mentor, participating in programs like Uplift and the Futurist Project. Cassondra believes in the power of mentorship to overcome mentees' challenges like imposter syndrome and to support women in achieving their highest potential.
Liv Cycling fosters a supportive community by partnering with local ambassadors worldwide. These ambassadors organize clinics, rides, and events to engage women at all skill levels. Whether it's gravel riding in Poland or building cycling communities in China, Liv's global ambassador program ensures that women everywhere feel welcomed and supported in their cycling journeys.
Cassondra's approach to building partnerships within the cycling industry is intentional and strategic. She emphasized the importance of working with community catalysts like Ayesha McGowan, a member of the Black Foxes, who advocates for more people of colour and women of colour in the sport. By supporting these champions, Liv Cycling amplifies their impact and drives meaningful change.
Impact of the Tour de France Femmes avec Zwift
Liv Cycling's sponsorship of the Tour de France Femmes avec Zwift, particularly the White Jersey for the best young rider, has been a game-changer for women's cycling. Cassondra highlighted the importance of visibility and representation in sports. "The Tour is now broadcast in more than 190 countries," she noted, emphasizing the far-reaching impact of the event.
The partnership with the Tour de France Femmes aligns perfectly with Liv's mission to promote equity in cycling. The event not only showcases the talent and determination of female cyclists but also inspires future generations. The 2024 edition promises to be even more spectacular, with new initiatives aimed at increasing community engagement and visibility.
In the podcast, she reveals a few events that will take place throughout the Tour de France Femmes avec Zwift.
Looking Ahead
Cassondra's vision for the future of Liv Cycling and women's cycling is ambitious and inspiring. She envisions a more inclusive future where cyclists of all backgrounds feel welcomed and supported. Liv Cycling's grassroots programs, ambassador initiatives, and high-profile partnerships like the Tour de France Femmes avec Zwift are all steps towards this goal.
Cassondra Spring's leadership at Liv Cycling is a testament to the power of passion, community, and strategic vision. Her work is shaping a more inclusive and supportive future for women's cycling, one pedal stroke at a time.
As the Tour de France Femmes avec Zwift continues to grow in prominence, the world will see the extraordinary impact of Liv Cycling's mission and Cassondra's dedication.
Tune into the Ride To Success podcast for more insights into Cassondra Spring's work and Liv Cycling's initiatives.
Chapters
00:00 ~ Introduction and the Role of Music
领英推荐
06:49 ~ Promoting Inclusivity and Welcoming Women into Cycling
18:41 ~ Liv's Grassroots Program and Partnerships for Women in Cycling
26:05 ~ The Growing Interest in Women's Cycling in China
28:32 ~ Embracing the Popularity of Gravel Riding
28:45 ~ The Inclusive Nature of Gravel Cycling
34:10 ~ Liv Cycling's Focus on Gravel Racing
35:07 ~ Collaboration with Organizations and Regions
46:18 ~ The Impact of the Tour de France Femme avec Zwift
49:50 ~ Engaging the Community through Rides and Celebrations
56:22 ~ Success: A More Inclusive and Connected Future
?
-
Links to the podcast:
-
Social Links to Ride to Success:
Follow Pedro Couto Lopes: https://www.dhirubhai.net/in/pedro-couto-lopes/
Instagram: https://www.instagram.com/_ridetosuccess/
-
Thanks for listening
#ridetosuccess
#podcast
#cycling
?
HR & Payroll Solutions ?? Healthcare + Retirement Benefits ?? Lead Generation + Sales Consulting ?? 18 Years Experience
3 个月Cycling empowerment revolutionizing women's access to thrilling adventures.
Intuitive Eating Coach | Health and Fitness Journalist and Content Writer
3 个月This is great! When I got into road biking in the early 00’s I don’t recall ANYONE going out of their way to make the sport inclusive. If anything, I felt terrified I’d show up wearing the wrong thing or somehow not fitting in. I love to see the sport evolving.