NEWBURY PARK, Calif. (BRAIN) — Liv's 2016 U.S.-based ambassador program will include a total of 125 ambassadors located across the country, 45 more than last year. The Liv Ambassador Program includes a sponsorship collaboration with SRAM.
"The goal of the Liv Ambassador Program is to grow the women's cycling community regionally through local events that educate women about the sport and make cycling more approachable and welcoming," the company said.
Jen Audia, the Liv U.S. marketing manager, said, "I know what it is like to be new to the cycling world, it can be really intimidating. The Liv Ambassadors are a resource based in the local community for retailers and women and the events they lead like fix-a-flat clinics, bike maintenance and group rides give women tangible skills to be a more confident and independent cyclists."
The program officially launched on Monday, with the opening of the annual Liv Ambassador Camp held in Scottsdale, Arizona. For the second year in a row, Liv will host 50 ambassadors at the camp and give them hands-on training about the Liv brand as well as leading clinics and group rides. SRAM will be on hand to train ambassadors on drivetrain, brakes, suspension, maintenance and technology.
"We leaped at the chance to be a part of this program," said Elayna Caldwell, director of mountain bike brand marketing for SRAM. "Through the ambassador program, Liv is really making a difference in the women's cycling community and making progress towards our common goal of getting more women on bikes."
Liv ambassadors serve for one year and are incentivized by discounts and Liv products for their service. More information at giant-bicycles.com/en-us/livgiant/ambassadors.
