Changing the brand-athlete dynamic
Hear from Crystal Kovacs, gravel cyclist, founder of Dirt Squad and full time marketing leader, on how she shifts the perspective and support from brands toward non-traditional athlete body types.
The women in the middle to back of the pack don't necessarily have a platform or voice to stand on to get brand education and opportunities. I want to help them have that. It's about education. When I reach out to brand partners I'm very specific. I'm not looking for discount codes. I'm not looking for you to give me money and walk away. I want you to educate these people and meet them where they are at on their journey so they have the most successful journey that they can have.
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