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Giro Founds Flashpoint MVMNT to Introduce a New Face of Cycling

woman riding a bike with flowery foregroundYou could say every rider has a reason. Whether it’s to burn off a little steam, improve speed, cruise the neighborhood, get to a destination, work on stunts, improve endurance or reach a miles goal, riding bike is for almost anyone.

Now, a new squad of riders is ready to show the new face of cycling. Founded by Giro, Flashpoint MVMNT is a collective of athletes and brands with one common goal: break down barriers and change the image of cycling.

The four riders in Flashpoint MVMT, Kathy Pruitt, Andrew Jackson, Amanda Schaper, and Nehemiah Brown, have varied backgrounds and reasons for biking, but they’ve come together to bust through barriers that discourage people from riding bikes.

They’re committed to proving that you don’t need a specific look or uniform to feel accepted, and that skin color, gender, body type, cultural background, income, or equipment aren’t barriers to entry into this sport.

“After a year of turmoil, bikes have never been more popular as a means of exploration, exercise, and adventure,” said Dain Zaffke, Giro Marketing Director.  “But this boom illustrates the divide between cycling media/marketing and the folks actually buying the equipment.  Why should newcomers be influenced by the traditional reference points? Flashpoint MVMNT riders are all motivated to challenge the status quo and change the image of cycling.”

See the riders or get more information on Flashpoint MVMT on Giro’s website, watch the recently released video or follow them in Instagram.

Flashpoint MVMNT is supported by Canyon Bicycles, SRAM/Zipp/RockShox, Wahoo Fitness, Thule, and Wilderness Trail Bikes.

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