Liv Cycling has launched its Liv Global Ambassador program and signed Anita Naidu, the professional mountain biker and coach, as its new ambassador. The program recognizes women and programs in the cycling community who advocate for making cycling more inclusive. Besides her athletic accomplishments, Naidu is known internationally for her humanitarian and engineering work. Using mountain biking as a tool to foster social justice, she has inspired thousands of people to accomplish their cycling goals. Naidu brings low-cost, high-performance bike skills camps paired with anti-racism training and social impact forums to help people elevate their skills through her Bike Fest Series.

Naidu joins eight women – members of The Black Foxes and Ladies AllRide – as part of the new ambassador program. Liv Cycling partnered with The Black Foxes, an international collective of Black cyclists and outdoor enthusiasts unifying efforts to normalize the presence of people of color on trails, mountains, group rides and pelotons, in 2020. Ladies AllRide, founded by Lindsey Richter and focused on growing the community of women mountain bikers across the globe, is a long-time partner of Liv Cycling.

Founded in 2008 by Giant executive Bonnie Tu as part of the Giant Group, Liv Cycling defines itself as “the only comprehensive cycling brand in the world dedicated solely to women.”