Ayesha McGowan Featured by REI: “Do Better Together”  

Thursday, June 27, 2019


Ayesha McGowan is a Liv Racing athlete on a mission to become the first African American female pro road racer. She also advocates greater representation for people of color in cycling both between the tape and behind the scenes. Her efforts on and off the bike have already inspired many, check out her latest video from REI.

A new “REI Presents” film launched last week featuring Liv Racing athlete Ayesha McGowan. It begins with McGowan reading a letter she wrote which was published April 2018 in Bicycling Magazine.

“Dear bike industry professionals, my name is Ayesha McGowan and I am an elite road racer and cycling activist… Diversity and representation of minorities is a hot topic in mainstream and outdoor media right now. I noticed that several cycling companies launched marketing campaigns in an attempt to embrace the idea that cyclists come from all walks of life. Unfortunately, the content created rarely included any folks that looked like me.”

The message was simple: representation matters. Over a year later, McGowan is still blowing down doors in the cycling industry and making way for the next generation of black cyclists and industry pros. Watch the full video above.

Learn more about McGowan’s background, her drive, and her aspirations by checking out her #LIVFORWARD story HERE>

McGowan races aboard the Liv Langma Advanced SL, discover the bike HERE> p>


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