The Rider Firm: Our stance on social justice, diversity, inclusion, and equity:

The Rider Firm is committed to promoting diversity, inclusion, justice and equity within our organisation and throughout the larger cycling community. We see it as our responsibility to proactively support the fight against racism and discrimination in all forms.


We are investing time, thought and resources to help make the community that we love more inviting, accessible, and inclusive for all riders, regardless of background, sexual orientation, race, colour, national origin, ethnicity, age, ability, gender, or gender identity. We humbly acknowledge that we don’t have all the answers. We’ll make mistakes and missteps in this process, but are committed to listening, learning, and making progress.

In an effort to provide transparency and accountability to our customers, we’ve outlined some of the actions we’ve taken thus far, and our planned actions for the future of this company

Actions Taken:

• We have established a working group within The Rider Firm, which meets regularly to discuss ways our company can make internal and external progress

• We have committed to ongoing diversity, equity, inclusion unconscious bias training for all team members

• We continually evaluate and update our hiring practices to reach candidates from more diverse backgrounds and remove barriers from the application and recruitment process in order to promote a more diverse workforce within The Rider Firm. These updates include:

o   Evaluating our job descriptions for inclusivity, bias, and unnecessary barriers

o   Posting roles to job boards that reach diverse audiences, such as the Grow Cycling Foundation.

o   Reimbursing candidates for expenses incurred while pursuing roles within The Rider Firm

• We have established The Rider Firm Social Injustice fund, which currently commits £48,000 ($65,000) per year to nonprofit organizations that promote and fight for social justice, human rights, civil rights, and address other important issues such as mental health, food insecurity, support for the unhoused, and women’s rights. To see a complete list of organisations we’ve donated to, please view our partnerships below.

• We are increasingly considering representation in our marketing materials and communications to be sure that we’re promoting the idea that riding is for everyone.