© Liv Cycling


Liv is a brand dedicated to women's cycling. Born as an off-shoot from Giant in 2008, the company has grown to produce a wide range of women-specific bikes and gear.



Liv was founded in 2008 by Bonnie Tu. At the time, Tu was Chairman of Giant and set up Liv as a sister company under the Giant Global Group, highlighting the need to accommodate for the rising number of female riders that were not represented in the market at the time.

The brand has had a long history of supporting and helping to nurture women in cycling, with the brand coming into existence to fill a need that Tu found herself. Preparing to embark on a cycling event, she found it particularly difficult to find any clothing that met her needs. This was not only a great move personally for Tu but was right on the emerging trend of female cycling, with this sector experiencing the most growth during this time.

Working closely with Giant, Liv has created a complete product catalogue that runs alongside the Giant range, all with it being designed specifically for the demands of female riders. Liv has always been a women-first brand, whether that be the end production or through the structure of the business. The ethos of ‘Designed by women, for women’ runs through the DNA of the company.

Tu has always had a vision for Liv to be a brand in the women's professional peloton. Only a year after it was established, Liv entered women’s road racing by sponsoring the then titled ‘DBS Bank’ team, now known as Liv Racing TeqFind. Liv also sponsors the white jersey of the best young rider at the Tour de France Femmes, an honour that Bonnie points to representing the future of the sport and the inspiration for the next generation.

In 2022, the first year of the Tour de France Femmes, Tu was at the race in person to award the white jersey to the leader of the classification on the first three days of competition.

Did you know?

Liv explored legal options in late 2022 after LIV Golf shot to prominence and upended the sport of golf. Liv distanced itself from any accidental association with the Saudi Arabia-backed golf tour, insisting "our mission has been to support and empower women of all backgrounds around the world to ride".

Pro cycling

Current sponsorships:

  • Team Jayco Alula
  • Liv Factory Racing
  • Liv Racing TeqFind
  • Liv Racing Collective
  • The Black Foxes
  • Liv Ladies Allride


  • Marianne Vos, the most successful female cyclist of all time, has spent much of her career on Liv bikes, winning Olympic and world titles among a flood of victories.
  • Anna van der Breggen, one of the next best riders of all time, overlapped with Vos during her three years on the Rabobank-Liv team (now Liv racing Teqfind), winning the Olympic road race title, the Giro d'Italia Donne, and La Course by Le Tour de France, among others.
  • Pauline Ferrand-Prévot became the first rider in history to take world titles in all three disciplines of road, cyclo-cross and XC in the same season in 2014-2015 - a feat that remains unrepeated.

Top Liv Stories

Link to Women's specific road bikes: do you really need one?
Do you need a women's specific bike?

Women's specific road bikes: do you really need one?

There are loads of bikes that are designed for women, but what’s the difference and are they necessary?

Link to Giant and Liv bolster electric mountain bike line-ups through new Fathom E+ and Lurra E+
The new Liv Lurra E+ electric mountain bike

Giant and Liv bolster electric mountain bike line-ups through new Fathom E+ and Lurra E+

Both ranges include a trail-ready E+ model and a more versatile E+ EX with added range

Link to 2024 Women’s WorldTour bikes, wheels and groupsets: A complete guide
A selection of the bikes that will be in action in the Women's WorldTour in 2024

2024 Women’s WorldTour bikes, wheels and groupsets: A complete guide

Specialized commits to a long-term deal with SD Worx while Canyon is the most popular bike brand


Featured Video

Cycling For Women - The Essential Guide

Cycling For Women - The Essential Guide

Women's cycling is thriving with more women's races, more women being paid for cycling and generally more women are on bikes than ever before! But cycling for us ladies isn't always an easy ride so Manon talks to three cycling pros to get their advice and tips for getting into cycling as a woman 👩

Watch the video
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