Rebecca Rusch is one of the most influential women in the bike industry today. After announcing that she was parting ways with Niner late last year, we’d been wondering where she would land.
This week, Liv and Giant USA announced a multi-year partnership with Rebecca. As part of this deal, she’ll be representing Liv and Giant at races, expeditions, and at popular events including Sea Otter Classic, and Roam Bike Fest.
The partnership also gives Giant Group USA bicycle category exclusivity for Rebecca’s events including Rebecca’s Private Idaho and the Rusch Academy.
Considering Rebecca’s pioneering spirit for women within the bike industry, we think this partnership has great possibility.
Per the announcement: “As part of Liv and Giant’s mission to make cycling more inclusive and accessible, this collaboration brings Rusch’s experience as a trailblazer to help create better bikes, gear and opportunities for women and girls in cycling.”
Giant USA also used the announcement as a time to re-affirm their dedication to inclusivity within the company. “We are fostering and searching for women’s talent, and our USA office has multiple roles open that we are enthusiastic to fill including a very powerful Liv Business Manager,” said John Thompson, General Manager of Giant Group USA . “We are committed to working with athletes, having women engineering bikes for women, and having talented women lead our efforts to get more women riding bikes in America.”