Liv Cycling: A Brand Built with Women at Its Heart
How and Why It Started
In 2007, Bonnie Tu, then CFO of Giant Bicycle Group, joined a cycling tour in Taiwan. At 57 years old, she had to borrow an old giant sport bike as none of the carbon models fit her, despite this, she found herself struggling with a bike and kit that weren’t designed for her. That ride highlighted a gap in the cycling industry in that women had limited access to bikes and gear made specifically for them. Rather than accept the status quo, Tu launched Liv Cycling in 2008, the first cycling brand completely dedicated to women, designed from the ground up to fit their needs. This was an uphill battle and she had to fight against a male dominated leadership structure and pitch her belief that women’s bikes needed to become mainstream and were worth the costs, research and development.
Who is the Team Behind It
Bonnie Tu is often called the “Godmother of Women’s Cycling.” Her vision was simple yet disruptive: create a cycling brand where women weren’t an afterthought. Under her leadership, Liv grew from an idea into a global movement, backed by Giant’s resources but driven by a clear mission; to empower more women to ride.
Liv’s strength lies in its all-female design, engineering, and marketing team, working under the brand’s 3F Design Philosophy: Fit, Form, and Function. This strategy uses global anthropometric data to design geometry and sizing strategies tailored specifically to women. From frame engineering to storytelling, the team ensures women are heard, represented, and equipped with bikes built for them.
Who Is It For
Liv is for every woman who rides no matter if they are a beginner discovering the joy of cycling, or an elite athlete chasing podiums. The brand sponsors professional teams and ambassadors but also invests in community programs and events that welcome riders of all levels. Whether it’s road, mountain, gravel, or commuting, Liv exists to give women confidence through equipment made with them in mind.
What Is the Future
Liv continues to expand its global presence, supporting women’s professional cycling and events like the Tour de France Femmes avec Zwift, where it sponsors the Best Young Rider jersey. With campaigns like Liv Committed and bold community initiatives, Liv’s future is clear: to grow cycling by breaking down barriers and ensuring women everywhere feel they belong on the bike.
