Courtney at the pointy end of the future of professional cycling – athlete-driven brands.
Courtney exemplifies the modern approach to personal branding championed by Daniel Priestley, a notable entrepreneur and author. Priestley emphasizes the importance of becoming a Key Person of Influence (KPI) in one’s industry, which involves strategically leveraging personal branding to enhance professional visibility and credibility. In a groundbreaking move that could reshape the future of professional cycling, mountain bike champion Kate Courtney has stepped away from traditional team structures to forge her own path. The launch of She Sends Racing in 2025 isn’t just another team announcement – it’s a radical reimagining of what’s possible when athletes leverage their personal brand to create lasting impact in their sport.
For decades, the script in professional cycling has been simple: riders sign with established teams, typically owned by bike manufacturers or major sponsors, trading personal brand autonomy for financial security and support. It’s a model that has served the sport well, but as athletics evolves in the digital age, innovative athletes are beginning to question whether it serves them best.
Courtney’s journey to this moment has been meticulously crafted through years of championship performances and authentic community building. As a World Cup overall champion, World Champion, and Olympian, she has built a foundation of credibility that extends far beyond race results. Her signature blend of competitive excellence and relatable personality has garnered her one of the largest social media followings in the sport, making her perfectly positioned for this pioneering move.
“I’ve always believed that success in mountain biking isn’t just about what you achieve on the bike, but the impact you can have on the sport and its community,” Courtney explains. “She Sends Racing is the natural evolution of that belief – a platform where competitive excellence and social purpose can coexist and amplify each other.”
The timing of this transition showcases Courtney’s business acumen. With multiple World Cup victories, Overall World Cup Winner, World Champion and an Olympian and a strong digital presence, she has built the kind of personal brand that sponsors dream of – authentic, influential, and aligned with contemporary values. “Building my own team isn’t just about having control,” she notes, “it’s about creating a model that can inspire the next generation to dream bigger about what’s possible in this sport.”
What makes Courtney’s venture particularly remarkable is her assembly of premium partners who align with her values. Rivian’s electric vehicles speak to environmental consciousness, Rapha brings its reputation for style and performance, while Allied Bikes, SRAM/RockShox components, Live Momentos performance products, and Red Bull round out a sponsor roster that feels less like corporate oversight and more like a carefully curated alliance.
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 response from potential partners was overwhelming,” Courtney shares. “They weren’t just buying into a racing team – they were investing in a vision for the future of the sport. That’s the power of building a personal brand that stands for something bigger than results.”
The implications for professional cycling could be far-reaching. Courtney’s model demonstrates how athletes can maintain competitive excellence while building something larger than themselves. By owning her platform, she controls not just her racing program but her message, her mission, and ultimately, her legacy.
Through her social media channels, Courtney has masterfully documented this transition: “This launch idea was ambitious and had a lot of moving parts,” she shared on Instagram. “But it has been so powerful to speak from the heart and share directly what I’m doing and why.” This authenticity-first approach marks a striking departure from the polished, corporate messaging typical of traditional teams.
The She Sends Foundation, the non-profit arm of Courtney’s vision, exemplifies how personal brand building can transcend commercial success. “Every victory on the World Cup circuit is incredible,” she reflects, “but nothing compares to seeing young girls discover their confidence and capability on a mountain bike. That’s the kind of legacy I want to build.”
As younger athletes watch her example, we’re likely to see more riders seeking to build personal brands that transcend traditional team structures. The question isn’t whether others will follow Courtney’s lead, but who will be next to take the leap.
This shift mirrors broader changes in professional sports, where athletes increasingly see themselves as brands and businesses rather than just competitors. But in cycling, where team structures have remained relatively unchanged for generations, Courtney’s move represents a particularly bold departure.
“Ready to send it this season! A new beginning…” Courtney declared, but she might as well have been speaking for the entire sport. The She Sends Racing model could prove especially appealing to female athletes, who have historically had fewer opportunities in professional cycling. By demonstrating how riders can create their own opportunities while championing causes they believe in, Courtney has provided a blueprint for others to follow.
As the 2025 season unfolds, the mountain biking world will be watching not just Courtney’s results on the trail, but the success of this new paradigm she’s creating. If She Sends Racing proves sustainable, it could trigger a wave of athlete-led teams that blend competition, cause, and commerce in ways the sport has never seen before.
In many ways, Courtney is doing more than just sending it – she’s sending a message to the entire cycling industry: the future of professional cycling might look very different from its past. And that future is already here, wearing She Sends Racing colors and charging down the trail ahead of the pack.