About
I work with teams, brands, and media to shape how cycling is told, understood, and remembered. My focus is narrative that creates connection - and connection that creates fans. Not only relying on visibility but by centring the athlete as a human and communicating with emotional accuracy.This means paying attention to the language used to describe a race, the framing of a rider's ambition, the story a broadcast chooses to tell, and how brands speak about the sport they're in. Most shape perception without ever being treated as strategic, narrative decisions.My background spans fifteen years inside cycling - as an event founder, brand builder, and World Cup insider - working across women's road and downhill. I develop fan conversion frameworks, advise on media language and editorial direction, and help organisations build narrative that holds up over time.