Newbury Park, CA — (September 8, 2025) — Liv Cycling, the company dedicated to getting more women on bikes, announces new Global Sports Marketing Lead, Erin Curley. Erin's extensive background and genuine passion for sports marketing make her an exceptional addition to the team.
Erin joins Liv after serving as Head of Events and Sponsorship at Giant USA, where she led athlete, team, ambassador, and influencer initiatives that connected riders to the brand in meaningful ways. Her leadership expanded program depth, strengthened partnerships, and ensured seamless execution across multiple disciplines.
At Liv, Erin will oversee flagship programs including Liv Factory Racing, the Liv Racing Collective, and the Global Ambassador Program, driving growth and deepening community engagement. Her first initiatives include supporting athletes at major international events such as Crankworx, the UCI Mountain Bike qualifiers in Europe and the U.S., and upcoming races in Lake Placid and Mont-Sainte-Anne. On the gravel scene, she'll also support Liv athletes at hallmark Lifetime Grand Prix events including Big Sugar in 2025.
"Erin's leadership comes at a pivotal time for Liv as we continue investing in women's cycling at every level," said Cassondra Spring, Liv Brand Manager. "Her expertise in building athlete programs and her dedication to community impact make her an incredible fit to help us amplify our mission of getting more women on bikes."
Reflecting on her new role, Erin shared: "Over the past 2.5 years at Giant USA, I've had the privilege of working with an inspiring team dedicated to growing our brands and supporting our communities. I'm excited to bring that same energy to Liv and to champion our athletes as they compete on the global stage. Being part of events like the inaugural Femmes Gravel at SBT GRVL and, in 2026, The Traka in Girona, feels like a dream come true."
With Erin's appointment, Liv strengthens its commitment to not only racing and performance but also to fostering an inclusive and empowered global cycling community.
About Liv
Liv is the only comprehensive cycling brand in the world dedicated solely to women. Founded in 2008 by former Giant executive Bonnie Tu as part of the Giant Group, Liv creates innovative bicycles and gear to fit and perform at the highest level. Liv aims to empower all riders from beginners to pros. With a global team of retailers, athletes and events, plus a growing online presence focused on riding skills, bike maintenance, nutrition, travel, and other experiences, Liv strives to build community and be the number one resource for women cyclists around the world. Learn more at liv-cycling.com.
