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  • Writer's picturedirtyheart

Meet LIV Cycling

ABOUT LIV Liv is the first cycling brand completely dedicated to women. We offer the only comprehensive product collection designed specifically for female cyclists, ranging from stylish and functional apparel to premium bicycles. No matter the rider’s level or style, Liv provides the best products to help women discover new possibilities through cycling.

MEET LIV She is the most confident woman in the room because she supports those around her rather than tearing them down. She empowers belief in self! She doesn’t need to compromise her authenticity by trying to live up to the standards of beauty magazines and curated social lives — she knows who she is and that’s enough.She never boasts or brags, over promises or over sells. There is just an inherent optimism in how she sees the world. She is driven and is fulfilled by the joy of riding with her friends or just appreciating the simple pleasure of breathing in and out. She lives her life on her own terms, pursues her passions and appreciates the moments on her bike. She is free-spirited, willing to take risks and is quick to laugh. She simply loves to ride. She is Liv.

We sat down with Paula Hirschfield, from Dragon Sports to tell us more about this exciting brand in South Africa.

Tell us a little about the Giant bicycle brand and its market here in South Africa.

Giant is a leading global brand covering all aspects of cycling; MTB, road, commuting and E-bikes. For the entry level enthusiast to the top level racing athlete. Giant Bicycles is one of the leading brands in the South African market. It is the most established brand and has been in the country since 1989 .

The LIV brand is very exciting for us women. Tell us more about it.

LIV is the first bicycle brand completely dedicated to women . LIV knows that riding takes women beyond the perceived limits and enables them to discover possibilities within them themselves .

How did the brand originate?

“What do you do when a cycling brand doesn’t exist for you? You create it.” Bonnie Tu, The LIV Brand Founder. Bonnie is the driving force behind LIV and the current Chairperson of the Giant Group.

How is Giant growing the brand in South Africa? Any new or exciting promotions coming up? How does LIV plan to grow the brand in the country?

Giant has continued to grow in South Africa due to continued innovation, Giant being the first to introduce Compact Road technology, Light weight aluminum framesets and the Maestro suspension, which is still the most advanced rear suspension in the world.Carbon Fibre technology is developed in wholly Giant owned facilities.2018 will see the launch of the new Anthem Advanced 29erwhich is the XC/ Marathon race bike revolutionised: new specific racing geometry &trunnion mount. Giant E-bikes will see the launch of the Sync drive pro .Giant aims to create women friendly shopping environments; LIV "store within a store" stores that welcome rather than intimidate women.LIV ambassadors influence others online and offline, to spread their passion for cycling and the brand. LIV supports women’s cycling groups to make women feel safe and confident to go out on rides in groups of like level riders .

What are some of LIV’s bestselling items? And what makes buying a female specific item worthwhile?

The LIV brand of bikes and apparel have been very well received because of the vibrant colours and designs.Liv is at the forefront of women specific cycling items with LIV’s 3F Design Philosophy - Fit, Form & FunctionFit: LIV has worked tirelessly to create the perfect fit for woman. Due to extensive research with a team of woman designers and professional riders LIVgeometry is specifically tailor made to the woman’s form.Many women have commented that in areas where they have problems. eg, back problems, riding a LIV bike has completely changed this.Form: LIV aims to create good looking bikes that riders fall in love with - bikes that get you excited to ride and absolutely cannot be ignored .Function : Liv aims to produce lighter, faster,better performing bikes and gear for every type of rider. By using some of the technologies and craftsmanship that have been perfected in Giant bikes, eg. Advanced composite Technology used by Giant have been fined tuned and customised for women riders . The composite material is the same but the lay up of the frame is altered to achieve the ideal weight and stiffness for a LIV bike.

Why do you think women are drawn to a female specific brand?

Colours, designs and feeling that somebody understands women’s needs/requirements intimately . Liv makes it easy for women to ask questions from chamois related issues, correct nutrition on the bike and how to fix a flat.

Is LIV involved in developing young up and coming cyclists in the country? Any plans to get more sponsorship for some of our amazing talent?

LIV has co-sponsored a few up and coming triathletes Amber Schleubusch , Tegan Gore &Skye Davidson. We just had a very successful Cape Epic in 2017 with the LIV beyond Team finishing in the top 10 Women's Category ,riding the LIVPique advanced 1 27.5.They were also the 2nd SA Women’sTeam overall. They are both married with2 kids each (something for all mom's out there - gives confidence that you can do it and LIV beyond) .The ladies were voted the prettiest team . The LIV race day kit and bike design isvery striking!

What is on the horizon for LIV?

On the horizon - to keep encouraging and inspiring women to see cycling as a sport which is accessible, empowering and free spirited.To build Liv as the go to brand for all things cycling whether you are a newbie or a seasoned cyclist.

Check out more at : www. or your nearest retailer for some LIV gear.

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