How Women Shape the Bike Industry: A Conversation with Continental’s Janette Sherman

2025-12-12

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In this episode, Mia interviews Janette Sherman, a longtime marketing leader in the outdoor + bike world who now heads bike marketing for the Americas at Continental.Janette shares her journey from journalism to Liv Cycling and Yeti Cycles, opening the door on what it’s like to build a career inside niche brands and global corporations. The conversation covers:Her path into the bike industryNavigating leadership as a woman in a male-dominated spaceThe evolution of women’s representation in cyclingWhy sto...

In this episode, Mia interviews Janette Sherman, a longtime marketing leader in the outdoor + bike world who now heads bike marketing for the Americas at Continental.

Janette shares her journey from journalism to Liv Cycling and Yeti Cycles, opening the door on what it’s like to build a career inside niche brands and global corporations. The conversation covers:

Her path into the bike industry
Navigating leadership as a woman in a male-dominated space
The evolution of women’s representation in cycling
Why storytelling matters more than ever in outdoor marketing
Mentorship and developing future women leaders
Current trends shaping the bike industry
A memorable rattlesnake story you won’t forget 🐍

This is an honest, thoughtful look at the realities of working in the bike industry — and what needs to happen next to make it more inclusive, community-driven, and representative.

📺 Watch the full episode on YouTube
🌐 Explore more stories at womensmtbnetwork.com

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