Lynn Bush has vivid memories of the first time she walked into a bike shop. She was in high school, had borrowed a bike from a boyfriend, and was getting into cycling for the first time.
“I needed a jersey and shorts,” Bush (she/her) recalls, “so I walked into a local bike shop, and I was so intimidated.” Bike parts and tools lined the walls. The store felt cramped, chaotic. “It was this visceral experience,” she adds. “I was so uncomfortable.” The shop only had two or three options for clothing in her size. Ultimately, she grabbed a plain white jersey and got out of there as fast as she could.
Bush, who’s now the director of design for bike apparel and accessory brand PEARL iZUMi, kept cycling all through high school. Ultimately, she got into mountain biking and joined a women’s racing team, where she fell in love with the special kind of camaraderie and support that ladies-only groups can offer. She even went on to found her own team, the Tough Girls, which she ran for 10 years. Today, she uses her work at PEARL iZUMi to create fun, inviting, expressive options for women’s cycling gear—options that she wished had existed in that bike shop she walked into so many years ago.
Now, Bush is helping bring to life a new campaign that puts women first. It’s called the WE Campaign (WE is short for “Women Empower”), anchored by an online platform that hosts stories and tips from female riders, as well as a ride locator tool that’s populated with group rides and events from cycling clubs and bike shops across the country.