STKD Racing Squad is changing the game for women in cycling

Madison, Wis. – June 2, 2021 – Schwinn, a brand of Dorel Industries, Inc. (TSX: DII.B, DII.A), is thrilled to partner with STKD (pronounced “thrilled”) Racing Squad to help amplify its sponsorship mission, mentors, advice, advocacy, industry inclusivity and an elevated team racing experience for women in cycling.

STKD races in the category 3 designation of criterium races. Category 3 is right in the middle of the racing world, with categories 1 and 2 designated for elite runners and 4/5 (Novice) reserved for beginners. Due to the nature of Category 3, teams and riders competing at this level rarely receive branded offers. STKD thinks that should change, and Team Schwinn agrees.

“What the women of STKD are doing is extraordinary,” said Samantha Kraemer, Schwinn brand manager. “They raised their expectations for how women should be represented in the sport of cycling, and they went out and did it! We are excited to see how their ingenuity and enthusiasm will continue to change what we expect of the cycling industry and the representation of marginalized populations.”

Anna Affias, owner and manager of STKD, remembers the first conversations about keeping a cat. Team 3 with pro-level sponsorships was almost comical because it hadn’t been done before. With many women in cycling facing various forms of microaggression, lower prize money and minimal media coverage, it was unlikely that a team of this level would be able to secure brand sponsorships and funding.

“We’re thrilled to see brands investing in women’s cycling to help break down some of the barriers that are preventing more women from advancing to the professional level,” said Lisa Hilleren, co-director of STKD. “Schwinn has bet a lot on women, and we’re sure this is just the start of more amazing things to come.”

The partnership includes custom Schwinn Fastback road bikes, a short film to amplify the team’s mission and vision, social media promotion, a dedicated blog/email campaign, and monetary support to help cover the travel costs, team kits, entry fees, accommodation and additional dues incurred during the racing season.

For more on what STKD is doing both on and off the bike, check out their website,, or follow their Instagram @stkd_racing_squad.


Schwinn is a brand of Pacific Cycle, a division of the Dorel Sports segment of Dorel Industries (TSX: DII.B, DII.A), encompassing several leading brands including Mongoose, Roadmaster, Pacific and Kid Trax. Dorel Industries Inc. has annual sales of US$2.8 billion and employs approximately 8,200 people at facilities in twenty-five countries around the world. Founded in 1895, Schwinn is an American icon, building some of the best-known and most-loved bicycles of all time. With an ongoing commitment to quality, Schwinn looks forward to bringing innovation and performance to people of all ages. More information about Schwinn partnerships is available at

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