The Bike Channel has appointed specialist women’s sport agency We Are Disrupt to assist in delivering the firm’s women’s cycling strategy.
Launched in March by Emma Lax, former Head of Womens Sport and Lifestyle at CSM Sport and Entertainment, We Are Disrupt will look to develop both the content and commercial avenues linked to women’s cycling.
Filippo Ubaldini, chief executive of Bike Channel, said: “At a time when cycling is attracting more riders than ever, the Bike Channel wants to play a role in inspiring, enabling and celebrating women in cycling. The expertise that We Are Disrupt offers will help us to deliver our ambition of not only an increased awareness of the Bike Channel, but also an increase in the number of women cycling in the UK.”
Lax added: “We are very excited to be appointed by Bike Channel to deliver a women’s cycling strategy, grow their female audience and enable them to maximise the commercial opportunities in women’s cycling. Our team are passionate about cycling and we are excited by the opportunity to partner with the Bike Channel to empower more women through cycling across the UK.”