Sarah Muir
About
Narrative strategy and fan conversion in women's cycling - built on fifteen years inside the sport as an event founder, brand builder, and World Cup insider across women's road and downhill.My specialism is the space between story and audience: how the language used to describe a race, the framing of a rider's ambition, and the narrative a broadcast chooses to tell all determine who becomes a fan - and who stays one. Most of these are treated as instinctive decisions. I treat them as strategic ones.I've developed the Female Fan Conversion Architecture - a six-stage model mapping how women move from structural absence to active advocacy - and I bring that framework, and the thinking behind it, into the media and communications environments I work inside.
