Marketing & communication — women's cycling & outdoor sport

France's leading
marketing expert
in women's cycling.

Women's cycling marketing consultant specialised in the French market. Since 2020, I support international brands, federations and organisations looking to enter or grow within the French women's cycling and outdoor sport sector.

Work together See my expertise
Ophélie Laffuge, women's cycling expert
Innovative & pioneering approach
1st platform dedicated to women's cycling in France — Beyond My Bike, 2021
Since 2020
30+ projects, actions and collaborations across France
Connected to the ecosystem
Institutional players, brands, media, communities — a complete, actionable network

What I bring

Targeted marketing strategy.
Real field knowledge.

The women's cycling market is a growth lever to develop in France. Women represent 30% of urban cyclists and less than 20% of sport cycling, a structural gap that creates real opportunities for organisations with a deep understanding of these audiences.

Since 2020, I have been working directly with this community: its practices, expectations and codes. This field experience directly informs my ability to build relevant strategies and adapted content.

I work in direct collaboration with teams, on selected missions — whether French organisations developing their female audience, or international brands entering the French cycling and mobility market.

01
Specialised marketing & communication

Communication plans, community management, partnerships and network activation in the women's cycling ecosystem. Direct knowledge of the sector's players, media and communities.

02
Product strategy & launch

In-depth knowledge of the French cycling market, products and distribution: bikes, accessories, retail. Supporting brands — including international players entering France — in their launch strategy, positioning or product creation for women.

03
Consulting & support

Supporting French and international organisations wishing to enter or develop the women's cycling and outdoor sport market in France. Diagnosis, strategic recommendations, operational implementation.

Outdoor sport & events
Increasing female participation rates in outdoor events.

Trail, cycling, major sporting events. Supporting organisers in building a dedicated strategy to attract and retain women: offer positioning, targeted communication, community partnerships.

Feminising outdoor events requires a deep understanding of barriers to participation, knowledge of active female communities, and an approach that values participants' experience as much as performance.

Trail Cycling Events
Missions with French and international partners.
Let's discuss your project →

Track record

Expertise at the service
of concrete projects.

Start-up
SportpowHER

Part-time CMO and shareholder. Marketing and communication for this start-up dedicated to the economic development of women's sport. Equity stake since January 2026.

sportpowher.com →
French Cycling Federation
Vivre Vélo Ambassadors Network

National coordinator of the French Cycling Federation's ambassadors network.

velo.ffc.fr →
Association · co-founder
Les Femmes à Vélo

Co-founder and president. Building a national community, advocacy for the feminisation of cycling. Presentation to the French National Assembly in December 2025.

lesfemmesavelo.com →
Media & platform · since 2021
Beyond My Bike

1st platform dedicated to women's cycling in France. Community, e-shop, pop-up stores, content. Foundation of field expertise and network.

beyondmybike.com →
Expertise · public speaking
Women's cycling & gender diversity

Regular speaker at round tables, sector events and media. Member of the FFC Club des 300, national training programme for women leaders in cycling.

Terms
Long-term collaboration or one-off mission

Advisory work, multiple simultaneous projects. Rigorous mission selection to guarantee quality and commitment.

Work together →

Public speaking

A recognised voice
on the subject.

  • Round tables on the feminisation of cycling practice
  • Cycling and sustainable mobility sector events
  • Media appearances on women's cycling practice
  • Gender diversity and inclusion in sport conferences
  • Sharing expertise with federations and local authorities
  • Participation in sport & gender juries and committees

I speak at selected events, primarily within paid missions.

Ophélie Laffuge speaking

"Women's cycling is not a cyclical trend. It is a structural market under construction, which requires a deep knowledge of audiences and long-term presence."

Ophélie Laffuge
Beyond My Bike
Beyond My Bike — Paris 2024 Beyond My Bike — Salon
Beyond My Bike — Boutique

From a media to an expertise

Beyond My Bike —
where it all
began.

In 2021, I launched Beyond My Bike to cover urban cycling for women at a time when the subject was little covered. This project was a concrete experimentation ground: content production, community building, partnerships, e-commerce, pop-up stores.

This experience gave me the legitimacy to work directly with the players who shape the market — federations, start-ups, associations. BMB remains active and constitutes a reference resource on the subject.

Discover Beyond My Bike →

Contact

A project, a mission,
a collaboration?

Message sent. I will reply within 48 hours.

Direct contact

LinkedIn @opheliebeyondmybike beyondmybike.com