Why Owning Your Brand is the Future: Kate Courtney’s Bold Move in Pro Cycling
For decades, professional cycling has adhered to a rigid structure: riders sign contracts with manufacturer-backed teams, trading personal brand autonomy for financial stability and race support. But as the digital age reshapes the dynamics of influence and sponsorship, athletes are beginning to realize that they are more than just competitors—they are brands. Few embody this shift more powerfully than Kate Courtney, whose decision to form her own team, She Sends Racing, signals a revolution in professional cycling.
Courtney’s move isn’t just about independence; it is a masterclass in personal branding, aligning with Daniel Priestley’s Key Person of Influence model, which outlines five key elements of an influential personal brand: Pitch, Publish, Product, Profile, and Partnerships. By strategically developing each of these components, Courtney has transcended the traditional team structure and positioned herself as an industry leader.
The Pitch: Owning the Narrative
At the heart of a strong personal brand is a compelling pitch—a clear and authentic message that differentiates an individual. Courtney’s pitch is simple yet powerful: she is not just a rider; she is a visionary shaping the future of cycling. By framing her team as a movement rather than a mere sponsorship vehicle, she has attracted partners who believe in her mission to merge competitive excellence with meaningful impact.
Publishing the Vision: Content as Currency
Content creation is a cornerstone of influence, and Courtney has mastered the art of storytelling. Through social media, interviews, and long-form content, she documents her journey with transparency and authenticity, positioning herself as a thought leader. Her announcement of She Sends Racing wasn’t just a press release—it was a strategic communication campaign that engaged her audience emotionally and intellectually. This direct-to-fan connection is a hallmark of modern athlete branding, where digital presence is often as valuable as race results.
Product: Transforming Expertise into an Ecosystem
Priestley emphasizes that influential individuals build products around their brand. While Courtney’s primary “product” remains her racing career, She Sends Racing expands her influence into a broader ecosystem. The launch of the She Sends Foundation, which promotes women in cycling, adds depth to her brand, ensuring it stands for something greater than competition. This shift from athlete to entrepreneur mirrors the strategies of leading personal brands across industries.
Profile: Leveraging Influence Beyond Racing
A key factor in Courtney’s success is her ability to cultivate a profile that extends beyond the cycling community. With one of the largest social media followings in the sport, she is a highly visible figure in both outdoor and lifestyle markets. By positioning herself at the intersection of sport, sustainability, and empowerment, she has made her brand relevant to a wider audience, increasing her value to sponsors and partners.
Partnerships: Building Aligned Alliances
The final pillar of the Key Person of Influence model is partnerships—and Courtney’s strategic alliances set a new precedent. Instead of being assigned sponsors through a team, she has curated a portfolio of brands that align with her values. Rivian, Rapha, Allied Bikes, SRAM/RockShox, Live Momentos, and Red Bull represent more than financial backers; they are stakeholders in a shared vision. This approach transforms sponsorship from a transactional arrangement into a long-term collaboration.
To support her vision, Kate has forged partnerships with top-tier brands that align with her mission:
- Rivian Cars: A trailblazer in sustainable innovation, reflecting adventure and environmental responsibility.
- Rapha Kit: Renowned for premium, stylish, and functional cycling apparel.
- Allied Bikes: A high-performance, American-made brand that complements Kate’s pursuit of excellence.
- SRAM/RockShox: Leaders in bike components and suspension, ensuring peak performance.
- Live Momentos: A company focused on enhancing both mental and physical performance.
- Red Bull: A global brand synonymous with boldness and pushing boundaries.
The Future: A New Model for the Next Generation
Courtney has often been described as a privateer, but in reality, she is an entrepreneur leveraging her personal brand to redefine professional cycling. By taking ownership of her career, she has created a business model that extends far beyond competition, using her influence to drive partnerships, inspire new riders, and contribute to the growth of the sport. Her ability to position herself as both an elite athlete and a brand leader exemplifies the power of modern sports entrepreneurship.
Courtney’s pioneering move is part of a broader generational shift. Younger athletes, raised in the era of social media and influencer marketing, understand that personal branding is as crucial as performance. With platforms like YouTube, Instagram, and TikTok, they have direct access to their audience, enabling them to cultivate communities, attract sponsors, and build businesses beyond their sport.
The rise of athlete-driven brands is inevitable, and Courtney is leading the charge. By embracing the Key Person of Influence model, she has demonstrated that the future of professional cycling isn’t just about winning races—it’s about owning the brand, controlling the message, and shaping the sport from the ground up.
