hello@lovedby.com 0161 236 9898

1st floor, 68 Sackville Street
Manchester M1 3NJ


Developing a community for women cyclists

Building a platform community and space for female riders to discover stories, locations, personalities and events related to their lifestyle.


Tackling the challenge of engaging an under-represented audience is typical of Specialized’s desire to get more women involved in the sport.

We partnered with Specialized to help them move away from a traditional advertising and marketing and start utilising data, storytelling and brand to create authentic and meaningful connections with women riders.

Tackling the challenge of engaging this huge but under-represented audience is typical of Specialized’s ongoing desire to get more people involved in the sport. ‘Your Ride. Your Rules’ represents the start of a journey to providing better, more relevant products, services and experiences for female riders.


Knowledge, education, conversation and community are what female riders were looking for when it came to an understanding more about bikes and the culture of cycling. The internet was the first place they looked.

Throughout the course of the project the research team spent time with cyclists of all levels and ability, across both the U.S. and Europe – employing a rider-first approach to gathering insight and data.

Listening to and observing users in different scenarios to help discover patterns and behaviours. This helped build a picture of the issues surrounding women and sport and in particular women and cycling. In these customer interviews, store visits and continuous user testing we identified barriers to entry, examples of poor service and repetition of strategic gaps and opportunities.


Research and data-informed rapid prototyping of concepts, ready to test with women riders. Testing mitigated risk and helped develop a richer understanding of opportunities for significant connections.

Insight synthesis and modelling generated ideas around key themes leading to intial concept development, rapid prototyping, usability testing and iteration in order to create clickable prototypes for uncluttered design.

Simple, responsive and born out of the new Specialized Women’s brand. The content focussed on in-depth features employs a strategy of long form, crafted content that is informative, insightful and engaging. Inspiring through bold, beautiful imagery and video, we designed an inclusive platform that is always honest.

Riders wanted to connect with other riders to share stories and ask advice. We sign-posted them to the professionals as well as experienced weekend riders and big City commuters helping build the social aspect and provide community.

The prototype facilitated:

  • Designed fully responsive website
  • Relevant knowledge, advice, and community content
  • Content design and strategy
  • Uncluttered visual design
  • New Specialized Women’s brand development
  • Driven by insight & data analytics


‘Your Ride. Your Rules.’ is a community that aims to grow into the source of trusted information and inspiration for women cyclists.

The platform is designed to help break down existing barriers and inform and educate both riders and Specialized through it’s content, tools, insight and data.

By taking an outside-in and rider-focused approach to this project Specialized have been able to connect with women riders in an authentic and meaningful way. It represents a significant step in Specialized’s continued investment in its women’s business which is a key strategic growth opportunity for the company.


  • ‘Your Ride. Your Rules.’ is currently live across the U.S. and in beta worldwide
  • Driven by audience insight and data
  • A strategic growth area for business & testbed for strategies and learning

“Common Good has been instrumental in bringing the voices and perspectives of our riders to life. They not only obtained critical customer insight, but helped us design digital solutions based on it.

Erin Sprague, Global Head Women's Product & Brand
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Get in touch

We’d love to hear from you. We’re always interested in meeting new people, businesses and organisations.

0161 236 9898

Find us

1st floor, 68 Sackville Street
Manchester M1 3NJ