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Endura & Diversity

We took some time to reflect before speaking publicly on the Black Lives Matter protests which we fully support. We are now engaged in measures to improve our understanding of the issues in order to gain a clearer idea of the areas where we need to make progress on, as well as the actions we can take now - as part of the wider cycling industry - in order to improve inclusivity and racial diversity within cycling..

INVESTIGATE & UNDERSTAND THE BIPOC/BAME COMMUNITY RELATIONSHIP WITH CYCLING

We have always considered cycling to be an inclusive activity. Bikes are generally affordable, the roads are open to everybody, there is no tax to pay or fuel to buy and people are free to ride whenever they want, alone or in groups. And yet cycling is dominated by white people, particularly white males. We, and the cycle industry more broadly, need to do more to understand why this is and what we can do to make cycling more broadly appealing and accessible to the BIPOC/BAME community if it’s within our power.

EXTENSION OF ENDURA LIFECYCLE CHARITABLE TRUST

In 2016 Endura created a charitable trust focused on allowing access to mountain biking for underprivileged kids and for adults with particular challenges. We see a disproportionately high number of BIPOC/BAME kids and refugees visiting this venue. We will redouble our efforts to reach further into BIPOC/BAME communities to encourage and support vulnerable kids from these communities through the charity. More info on Endura Lifecycle Trust.

BECOMING AN ALLY WITH RICHMOND CYCLING CORPS

Starting immediately in 2020, Endura will become a partner with Richmond Cycling Corps, a cycling-based nonprofit working to break the cycle of poverty for youth in public housing.  For over nine-years the Richmond Cycling Corps has been working to bridge the behavioral and developmental gaps that are prevalent among youth in public housing. This has led to the creation of the Armstrong Bike Park and the Legacy Academy cycling team, one of United States’ first inner-city cycling team in Richmond, VA.

Richmond Cycling Corps has similar ambitions as the Endura Lifecycle Charitable Trust in the UK but has much more reach into BIPOC/BAME communities. By extending our support and engagement into the US with such an organisation we will hope to learn how to be more effective in increasing engagement with cycling by BIPOC/BAME youth.

EXTENSION OF PARTNERSHIP WITH STATE BICYCLE TEAM

As a leading global cycling apparel brand we will use our platform and existing relationships with partners like the State Bicycle Team in the United States to further amplify the message that cycling is a space for everyone. The State Bicycle Team prides itself on creating an inclusive community environment in non-traditional forms of cycling, such as fixed-gear criterium and gravel racing in the United States. We have been proud to partner with this team since 2018 and look forward to continuing to work with them in the future.

MORE VISIBILITY OF BIPOC/BAME CYCLISTS IN OUR IMAGERY

We pride ourselves on being authentic. The imagery of cycling that we use represents what we believe is the reality and, as a result, it is a sad truth that there are few Black, Indigenous and People of Color in our imagery. We will continue to use only authentic cycling imagery but will bring forward more content that is inclusive of BIPOC/BAME cyclists in the future to be more inclusive and inviting to this community.

We know we can do better, but we are listening, we are learning and we are committed to be part of a positive future that can help consign racism to the past.