Jenn Dawkins

Tell us a bit more about you. How did you discover cycling?

I’ve been riding bikes for pretty much my entire life. It started with commuting to school, then evolved into mountain biking in the 1990s in Jasper, where I fell in love with long days outside and technical terrain. That foundation eventually carried me into nearly two decades of Ironman triathlon, where the bike was always my favourite place to settle in and do the work. These days, cycling looks like gravel fondos, bikepacking adventures, and giving back to the community as a club ride leader—sharing the joy, challenge, and freedom that bikes have given me for a lifetime.

According to you, how can bike shops be more welcoming for women?

Bike shops can be more welcoming for women by focusing on culture, representation, and community. Staff who listen without assumptions and treat every rider with respect make the biggest impact. Having women on staff, offering inclusive gear and sizing, and hosting women-led rides or clinics helps signal that everyone belongs. When shops actively build community and invite feedback, women feel confident, supported, and excited to keep coming back

How would you like to support your partner Liv retailer?

I’d love to support my partner Liv retailer by promoting the shop through the various ride communities I’m involved in, helping bring new riders through the door. I’m also keen to support in-store and community events, from group rides to clinics, and to assist with social media by sharing content, highlighting events, and amplifying the shop’s message to women riders in a genuine, community-driven way.

What aspect of Liv resonates with you the most?

What resonates most with me about Liv is that the bikes are truly engineered by women, for women. That commitment feels authentic and empowering. Having spent decades in the fire service using ill-fitting gear that was never designed with women in mind, I deeply appreciate what it means to have equipment built specifically for our bodies. Liv isn’t just a bike brand—it represents inclusion, intention, and the confidence that comes from being properly seen and supported.

What's a major project you would like to achieve as a Liv Ambassador in 2026?

In 2026, I’d love to create a women’s ride in partnership with a fondo event, bringing together riders of all levels for a fun, inclusive cycling experience. The goal would be to make cycling approachable, build community, and show how empowering it is to ride together—while giving more women the chance to connect with their local Liv retailer and discover bikes that fit them.