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Justice, Diversity, Inclusion and Equity

The Rider Firm: Our stance on social justice, diversity, inclusion, and equity:

The Rider Firm is committed to promoting diversity, inclusion, justice and equity within our organisation and throughout the larger cycling community. We see it as our responsibility to proactively support the fight against racism and discrimination in all forms.

We are investing time, thought and resources to help make the community that we love more inviting, accessible, and inclusive for all riders, regardless of background, sexual orientation, race, colour, national origin, ethnicity, age, ability, gender, or gender identity. We humbly acknowledge that we don’t have all the answers. We’ll make mistakes and missteps in this process, but are committed to listening, learning, and making progress.

In an effort to provide transparency and accountability to our customers, we’ve outlined some of the actions we’ve taken thus far, and our planned actions for the future of this company

Actions Taken:

  • We have established a working group within The Rider Firm, which meets regularly to discuss ways our company can make internal and external progress

  • We have committed to ongoing diversity, equity, inclusion unconscious bias training for all team members

  • We continually evaluate and update our hiring practices to reach candidates from more diverse backgrounds and remove barriers from the application and recruitment process in order to promote a more diverse workforce within The Rider Firm. These updates include:

o   Evaluating our job descriptions for inclusivity, bias, and unnecessary barriers

o   Posting roles to job boards that reach diverse audiences, such as the Grow Cycling Foundation.

o   Reimbursing candidates for expenses incurred while pursuing roles within The Rider Firm

  • We have established The Rider Firm Social Injustice fund, which currently commits £48,000 ($65,000) per year to nonprofit organizations that promote and fight for social justice, human rights, civil rights, and address other important issues such as mental health, food insecurity, support for the unhoused, and women’s rights. To see a complete list of organisations we’ve donated to, please view our partnerships below.

  • We are increasingly considering representation in our marketing materials and communications to be sure that we’re promoting the idea that riding is for everyone.

The Rider Firm Supported Organisations - Read more

  • LA Bike Academy
    • Support in the form of financial & product support for their team
    • Provided wheelsets for the 9 juniors - part of the Earn-a-Bike Program
    • Financial support dedicated to building out the Earn-a-Bike program for 2021
    • Providing career advice & counselling to juniors


  • Ride for Racial Justice
    • Provided financial support to bring 10 BIPOC athletes to the start line of the SBT GRVL race (financial support to go towards; room & board, flights to get them to Steamboat, rental cars, food for the trip, etc.)
    • Sponsored trips for several HUNT sponsored BIPOC athletes to the start of SBT to be utilized as mentors
    • Offered wheelsets for athletes who need help with equipment for the event
    • Pre-Race bike support for all RFRJ athletes; HUNT staff providing look throughs and pre-race tune-ups for athletes


  • Blackstone Bikes (LA Sweat)
    • LA Sweat is to bring on 4 junior BIPOC riders as a part of a mentoring program
    • HUNT providing an increase in financial support for the junior development team as well as product.

Actions in progress:

We are actively pursuing channels to establish internship and career opportunities within our beloved industry that remove barriers for candidates of diverse backgrounds

We are working to achieve gender parity across our roster of supported and sponsored athletes, while also recognizing and supporting non-binary and transgender riders. We have a lot of work to do on this front, but are committed to making progress. See our current roster of supported riders here.

Our Ambitions:

The Rider Firm has the goal of establishing programs and scholarships to encourage new riders in the sport of cycling, regardless of age, colour, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression.

The Rider Firm has identified the need to add diverse perspectives to our leadership team.

The Rider Firm is committed to diversifying our workforce, and making a positive impact in helping to diversify the sport and industry of cycling.