Professional cycling team CANYON//SRAM has launched We Femmes, a movement aimed at elevating women’s cycling popularity and participation.
Unveiled ahead of the Tour de France Femmes avec Zwift, the initiative is backed by the team’s riders alongside partners including Canyon Bicycles, SRAM, Zwift, and RYZON.
The core concept behind We Femmes centres on a peer-to-peer invitation structure: if you ride, bring a woman who doesn’t. All We Femmes rides are designed to be open, free, and non-competitive, encouraging current cyclists to introduce newcomers to the sport.
As part of the initiative, direct-to-consumer bike manufacturer Canyon has committed to bringing a minimum of 1,000 women per year to We Femmes rides and events for the next decade. The company plans to publish annual participation and engagement figures prior to future editions of the Tour de France Femmes avec Zwift.
Tiffany Cromwell, CANYON//SRAM rider since 2016, said “Women’s cycling has developed in leaps and bounds since I first started racing. It has evolved from a largely male-dominated space into a sport where women have a much greater spotlight on the professional stage, giving us the opportunity to be seen and inspire others. At the same time, we’re seeing more initiatives that make cycling more welcoming at a community level, encouraging more women to get involved and creating a pathway towards the professional side of the sport.
“CANYON//SRAM has been a trailblazer in this space alongside the team’s long-term partners, always looking for new ways to push boundaries and help grow women’s cycling from every angle. We Femmes is another step on that journey. It’s an exciting new idea, and I hope it encourages many more women into this beautiful sport as we work to strengthen cycling communities around the world.”
Claudia Gorgues, Road Marketing Manager at Canyon, said “Nobody arrives at a bike event by accident. Someone brings you – lends you a bike, tells you what to wear, waits at the top. Behind every woman trying something new is a friend who’s already been through it. We Femmes is just that, at scale, and it works whether you’re chasing a podium or a coffee stop.”
The launch coincides with a new kit design produced by premium apparel brand RYZON, which features the We Femmes branding. The kit will be worn by both the elite CANYON//SRAM squad and its development team, CANYON//SRAM Generation, debuting at the Tour de France Femmes avec Zwift in August 2026. The new jersey is available to the public in women’s and men’s sizing for €130.
Beth Duryea, Marketing and Communications Manager at CANYON//SRAM, said “Over the past ten years of CANYON//SRAM, our ambitions have always extended beyond racing. Throughout our journey, we’ve seen women’s cycling evolve not only on the road, but through the stories, connections and community that have grown alongside the sport. Together with partners such as CANYON, SRAM and Zwift, we’ve been proud to help shape that evolution.
“Designed by new partner RYZON, this stunning We Femmes jersey celebrates how far we’ve come and shows that the future is bold and bright. Seeing it worn by CANYON//SRAM and CANYON//SRAM Generation in front of countless fans – from the biggest stage at the Tour de France Femmes avec Zwift to rides and events of every size around the world – is incredibly special.”
Kate Veronneau, Director of Women’s Strategy at Zwift, said “We Femmes is exactly the commitment and action we set out to inspire with Watch the Femmes. Lasting change happens when brands, teams, communities and partners align behind a shared mission. This is a fantastic opportunity to build – at grassroots level – on Watch the Femmes’ momentum within bike racing.”
Roman Arnold, Executive Chairman & Founder at Canyon Bicycles, said “We started Canyon to put the best bike in the world into the rider’s hands – directly, with no one in between. Not a version of the best bike. The best one. For most of this sport’s history, a race bike for a woman meant a man’s bike, built smaller and painted differently.
“We are engineers. Ten years alongside CANYON//SRAM mean we no longer have to guess – we have been building and testing with the fastest women in the world, and that knowledge belongs in every bike we make: the fit, the geometry, and every point where the rider meets the machine. We Femmes isn’t ours. We’ll fund it. The women riding will decide what it becomes.”
Following its debut at the Tour de France Femmes avec Zwift, the movement will roll out rider-led community rides across key European cities in autumn 2026 alongside focus groups, before expanding international collaborations in 2027.
www.wmncycling.com
www.canyon.com
