Norco Bicycles Announces 2018 Women's Ambassadors

Apr 17, 2018
by Norco Bicycles  

PRESS RELEASE: Norco Bicycles

Norco Bicycles is thrilled to announce that six women’s ambassadors are joining the Norco family for the 2018 season. All of them will be organizing and leading local group rides, host in-store events and clinics and will help spread the mountain bike stoke in the women’s cycling community.


Jo Peters (Squamish)

Jo is a Squamish local and knows the trails in and around Squamish like her back pocket. She is a qualified Level III IDP Mountain Bike coach and has spent the last three years developing her own women’s skills program. She has plenty of experience in leading rides, hosting clinics and sharing her never-ending mountain bike stoke.

On her goals for the upcoming season she said:

bigquotesI feel like I have a thousand goals as I am super excited that biking has started early and the Pacific Northwest forest is delivering hero dirt in all its glory. My goal is to ride as much as possible with other people, so I can share my excitement for bikes with other women as well as share some skills to increase the enjoyment of riding bikes. I hope to create a community of lady shredders through shop rides. My favourite thing about these kind of rides is to see ladies who have never met each other make their own ride plans at the end of a ride, growing the community of friendship and fun.

Melanie Schumacher (North Vancouver)

As a North Shore native, Melanie is embracing the unique trails in our backyard. Mel will be collaborating with John Henry Bikes in North Vancouver and is looking forward to building a stronger relationship with women in the community and share her passion for the sport.

bigquotesI wanted to become a Norco ambassador because I am extremely excited about being out on the trails, meeting new people, creating relationships and sharing the passion of mountain biking in the beauty of my backyard. This is a fantastic opportunity to be more involved in my community by organizing rides. It excites me to think of the potential that can come out of an initiative that encourages and provides women a place to foster relationships and memories that will last a lifetime.

Michelle Davies (Kamloops)

Michelle’s drive for becoming an ambassador was rooted in the opportunity to inspire fellow female riders, build their confidence and share the culture of mountain biking. After all, it was because of Norco Twins Racing’s Caro and Anita Gehrig that she fell in love with mountain biking after participating in one of the Twins Mountain Bike Camps in Switzerland.

bigquotesMy goal for the season is simple: get more women on bikes. While I am grateful for the tough love of my brothers growing up, I think there is strength in connecting with, relating to and riding with other women. Plus, it’s fun! I am engaged in my local mountain bike community and there are a lot of exciting things happening, but I think there is a gap in opportunities for young women. I am looking forward to trying to fill that gap.


Ali MacKellar (Toronto)

Ali is a champion for women’s mountain biking in Toronto and passionate about hosting more women/transgender/non-binary mountain bike events in Toronto. She loves to lead novice rides and always wants to create a welcoming and safe environment for women of all ages and abilities.

bigquotesI want to get more women on mountain bikes and excited about this sport! Creating a safe space where they can explore the trails, learn new skills and meet people who are passionate about this sport are key. Whether that’s first timers out on the trails or women looking for a few more friends to ride with, I’m looking forward to expanding our mountain biking community here in Toronto.

Jenny LeBlanc (Trenton)

With five Norco’s in her bike staple, Jenny is already an inspiring Norco ambassador. As a member of a local cycling club, she is hosting introductory level mountain bike clinics and leading trail rides. She’s always keen on inspiring people around her to step out of their comfort zones and motivating them to get outside and ride their bikes.

bigquotesI’ve meet a ton of amazing people all over the world through cycling who have helped me become a better rider or have shown me their local trails. It’s such a warm and friendly community and as a Norco ambassador I’d like to give back to that community by getting more ladies into the sport and helping them push their limits on the trails.


Gabrielle Simoneau (Stoneham)

Gabrielle will be representing our French-speaking community in Quebec. As an active ambassador for the “Quebec MTB Girls”, Gabrielle is already spreading the mountain bike stoke among women and has plenty of experience in leading and organizing rides and events.

bigquotesBeing selected as one of the ambassadors felt great. I am glad to represent a Canadian brand in the development of women mountain biking in rides, events and races and am excited to get as many women as possible engaged in riding.

We’re excited to welcome our ambassadors to the Norco family and are looking forward to the season ahead.

Learn more about our women’s program here.

MENTIONS: @norcobicycles


  • 10 0
 Awesome work Norco
  • 2 1
 Norco, be inclusive and welcoming to all people, like most in the mountain bike community. But please don't go down the identity labeling path. It hints toward cultural politics and is polarizing, which has the reverse effect of being inclusive.
  • 2 0
 Kudos Norco!

Yeah Michelle and Jo (and all the crew)! Super cool program and we're glad to have these shredders out to the events!!!
  • 1 0
 Where's Kat Sweet?? She is THE Norco Ambassador in Washington State!
  • 3 0
 Kat is actually listed on the Norco website as a Global Athlete! I'm pretty sure they are taking care of her and providing the support she needs to spread the word.
  • 1 0
 Go Gabrielle Simoneau Go!!!
  • 1 0
 Nice moves!! Go Jo!

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