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Women making a difference in cycling

Women making a difference in cycling

We were delighted when Mustard Creative got in touch and asked our founder Alex to feature in a short film for online magazine We Love Cycling. The film – Beyond Shrink and Pink: Women in Cycling – would highlight how women are making a difference in cycling. From bicycle design and women’s apparel, to making cycling accessible to everyone – it’d feature three amazing women who share a love of bikes.

The team traveled to Glasgow and Italy to meet with the women.

In Italy they met Alessandra Cusatelli, Chief Art Director of Italian bike manufacturer Cinelli, who sees love for bicycles as eternal. “Because it’s the first present we get,” she says. “it’s an emotional object. For me, to work in cycling is a great opportunity… I think that a lot of people know that a woman stands behind the Cinelli project.”

In Scotland they met with FINDRA’s Alex and Sarah Drummond from Cycle Hack, both talking about what cycling means to them; how they’re having an impact in an otherwise male-dominated sport.

“If you look at women’s marketing, it’s a lot of pink lycra, and that’s not really going to encourage people to get on their bike.”

Alex talked about the history of the bike, “If you look back to when females started riding their bikes in the 1800s, men were frightened. Frightened of these women who were cycling around in their bloomers on bikes and who could transport themselves around freely.”

Both Scots believe there is a whole world full of opportunities beyond the traditional approach of “just making the standard gear pink and shrinking it a little bit”.

See Part One of ‘Beyond Shrink and Pink: Women in Cycling’ here –

As part of this unique project the team at We Love Cycling saw the opportunity to do something extra. They joined forces with World Bicycle Relief to host a one off charity auction –  bidding for a bespoke Cinelli bicycle and unique apparel from FINDRA. ‘We realise not everyone is as fortunate as we are. So we seized the opportunity and really change someones world – with a bicycle.’

The proceeds will go towards providing bikes to women in Africa, where bicycles provide access to independence and a better livelihood.

Check out Part Two to find out more about this fantastic charity.


Words by Team FINDRA and Brian Fleming