October 30th, 2025 | by Carina Hamel
A few years ago, entering the bicycling space, I knew I was a bit intimidated by the sport. I’ve ridden bikes since I was a teenager, starting as a mountain biker in high school (very casually as part of my Nordic ski training; it did not come naturally to me - I am a total chicken 🙂). I then started to road ride a bit shortly after college, once I retired from ski racing. It was a new method of exercise that gave me an alternative to rollerskiing, the one activity I was grateful to remove from my life when I wasn’t going to be racing anymore.
Fast forward a few years to living in Portland, OR, and I was surrounded by a ton of serious cyclists. I really enjoy riding and always have, but there is a level of intensity about the sport that has always surprised me. Throw me into a run, even a canoe, and I can hold my own. Cycling? I felt out of place.
A few years ago, entering the bicycling space, I knew I was a bit intimidated by the sport. I’ve ridden bikes since I was a teenager, starting as a mountain biker in high school (very casually as part of my Nordic ski training; it did not come naturally to me - I am a total chicken 🙂). I then started to road ride a bit shortly after college, once I retired from ski racing. It was a new method of exercise that gave me an alternative to rollerskiing, the one activity I was grateful to remove from my life when I wasn’t going to be racing anymore.
Fast forward a few years to living in Portland, OR, and I was surrounded by a ton of serious cyclists. I really enjoy riding and always have, but there is a level of intensity about the sport that has always surprised me. Throw me into a run, even a canoe, and I can hold my own. Cycling? I felt out of place.
Girls who participate in sports are more likely to graduate high school and go to college. They experience lower rates of anxiety and depression and develop strong leadership, teamwork, and confidence. We have come such a long way when it comes to girls participating in sport, but there is still a serious lack of participation in cycling. Despite cycling’s growing visibility as both a sport and a lifestyle, women and non-binary riders remain dramatically underrepresented. Globally, there are three to four times more men cycling on roads than women (UN Regional Information Centre). In event settings, the gap is similarly stark: female riders typically make up only 20–30% of registered participants (Cycling Weekly). These numbers speak to more than a participation shortfall; they point toward systemic barriers in access, infrastructure, coaching, cultural messaging, and gear that’s too often designed with men in mind.
Girls who participate in sports are more likely to graduate high school and go to college. They experience lower rates of anxiety and depression and develop strong leadership, teamwork, and confidence. We have come such a long way when it comes to girls participating in sport, but there is still a serious lack of participation in cycling. Despite cycling’s growing visibility as both a sport and a lifestyle, women and non-binary riders remain dramatically underrepresented. Globally, there are three to four times more men cycling on roads than women (UN Regional Information Centre). In event settings, the gap is similarly stark: female riders typically make up only 20–30% of registered participants (Cycling Weekly). These numbers speak to more than a participation shortfall; they point toward systemic barriers in access, infrastructure, coaching, cultural messaging, and gear that’s too often designed with men in mind.
These six women pictured above participated in the Super 8 Race, a 649-mile gravel race around Vermont, which takes roughly 6 days to complete.Thank you Kelly Burgess for the photo!
These six women pictured above participated in the Super 8 Race, a 649-mile gravel race around Vermont, which takes roughly 6 days to complete.Thank you Kelly Burgess for the photo!
A couple of years ago, I wrote a piece asking where all the women are in cycling. Since then, we have doubled down on creating content about and for women, arguably more than any other cycling brand out there. People have asked whether that makes sense when most of the cycling audience is men. My honest answer: I don’t care. Sometimes as a founder you have to do what feels right, not just what the data tells you or what the current audience is asking for. And here’s the kicker - it’s actually working! Our Instagram audience is now nearly balanced, at roughly 53% men and 47% female and non-binary riders. Our website visitors are still a bit skewed with about 65% male and 35% female and non-binary, but it’s improving steadily, and we’re committed to keeping that progress going.
A couple of years ago, I wrote a piece asking where all the women are in cycling. Since then, we have doubled down on creating content about and for women, arguably more than any other cycling brand out there. People have asked whether that makes sense when most of the cycling audience is men. My honest answer: I don’t care. Sometimes as a founder you have to do what feels right, not just what the data tells you or what the current audience is asking for. And here’s the kicker - it’s actually working! Our Instagram audience is now nearly balanced, at roughly 53% men and 47% female and non-binary riders. Our website visitors are still a bit skewed with about 65% male and 35% female and non-binary, but it’s improving steadily, and we’re committed to keeping that progress going.
In the past year, we have been focusing on creating more local events: a run club that started in the winter (because that totally makes sense in Vermont!), we threw our Summer Bivo Bash, and most recently, we hosted a film night featuring two incredible women, Lea Davison and Cynthia Carson. Lea’s film was about her struggles on and off the bike as a gay woman, the joy mountain biking brings her, and how she has made it her life mission to change the way women are treated in the bike world. Her actions show she is making progress. She started Little Bellas with her sister, Sabra, and she is now announcing men’s and women’s mountain bike World Cups on Max. SO COOL. The film made me cry and reminded me how important it is to have women speaking out, being bold, and sharing their experiences in the bike industry.
In the past year, we have been focusing on creating more local events: a run club that started in the winter (because that totally makes sense in Vermont!), we threw our Summer Bivo Bash, and most recently, we hosted a film night featuring two incredible women, Lea Davison and Cynthia Carson. Lea’s film was about her struggles on and off the bike as a gay woman, the joy mountain biking brings her, and how she has made it her life mission to change the way women are treated in the bike world. Her actions show she is making progress. She started Little Bellas with her sister, Sabra, and she is now announcing men’s and women’s mountain bike World Cups on Max. SO COOL. The film made me cry and reminded me how important it is to have women speaking out, being bold, and sharing their experiences in the bike industry.
Cynthia’s film was about her tenacity through multiple years of ultra-cycling racing, eventually making her way across Europe in a 12-day race (with almost no sleep). The setbacks she has faced over the past few years are mind-boggling, and she was so open and vulnerable throughout the movie that Ifelt stressed watching it (in an amazing way). She wasn’t quite ready to enter that race but did because she wanted to be part of making the women’s field more competitive. Also SO COOL.
Cynthia’s film was about her tenacity through multiple years of ultra-cycling racing, eventually making her way across Europe in a 12-day race (with almost no sleep). The setbacks she has faced over the past few years are mind-boggling, and she was so open and vulnerable throughout the movie that Ifelt stressed watching it (in an amazing way). She wasn’t quite ready to enter that race but did because she wanted to be part of making the women’s field more competitive. Also SO COOL.
That night made me exceptionally proud. Proud of our community, proud of the women leading the way in cycling, and proud that Bivo can play even a small role in amplifying voices that deserve to be heard. To Lea and Cynthia: thank you. Your courage, joy, and persistence are changing the sport. And to every girl, woman, trans and non-binary rider who has ever felt out of place on a bike: keep riding, keep showing up, and keep pushing boundaries. We’re here to ride alongside you and make sure the sport grows with you in it.
PS: Both Cynthia and Lea will be publishing their films in the near future so you will have access to watch them at home. We will be sure to let you know when those are released!
PPS: We also created a special collab bottle with Lea to support her mission of getting more girls on bikes. 30% of profits go directly to Lea, funding her mission helping more girls find their way onto two wheels. Thank you for being part of it!
That night made me exceptionally proud. Proud of our community, proud of the women leading the way in cycling, and proud that Bivo can play even a small role in amplifying voices that deserve to be heard. To Lea and Cynthia: thank you. Your courage, joy, and persistence are changing the sport. And to every girl, woman, trans and non-binary rider who has ever felt out of place on a bike: keep riding, keep showing up, and keep pushing boundaries. We’re here to ride alongside you and make sure the sport grows with you in it.
PS: Both Cynthia and Lea will be publishing their films in the near future so you will have access to watch them at home. We will be sure to let you know when those are released!
PPS: We also created a special collab bottle with Lea to support her mission of getting more girls on bikes. 30% of profits go directly to Lea, funding her mission helping more girls find their way onto two wheels. Thank you for being part of it!
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