Liv,  a cycling brand dedicated to providing the best women’s specific bikes, apparel, and gear, has opened its first every cycling store in Dubai, to cater to the huge number of women now taking up cycling.

In the UAE, there is a growing number of initiatives designed to increase cycling in the city such as the Dubai Tour, 92 Cycle Challenge and countless clubs and groups, said a statement.

The new Liv Store, located at Box Park on Al Wasl Road, seeks to open its doors to women, who are often not catered for as much as men.

The aim for Liv is that it will not only be a cycle store but a place to meet with other female cyclists and get expert advice and information, it said.

Bonnie Tu, known as the ‘Grandmother of Cycling,’ who is the creator of the Liv brand, said: “Dubai is a city where Liv fits perfectly and we see it as a new benchmark city for the brand.

“The great weather, the fantastic cycling community and infrastructure all make it a cycling paradise. With Liv now operating in the city, it makes it even easier for female riders to get the best experience.”

“The Liv name came from the Latin word that means ‘peace,’ and that’s how I feel when I’m on a bike. I’m peaceful, happy and at home with my surroundings. I couldn’t believe it when all I could find to wear were small men’s cycling tops back in 2007 so to see Liv now at the forefront of female cycling is amazing,” she said.

With new cycling tracks opening up across Dubai, such as the Dubai Cycling Course and Nad Al Sheba Cycle Park, as well as routes along many of Dubai’s beaches, the hope for Tu and the Liv team in Dubai is that more women and girls take up cycling.

Every cyclist will have a range of bicycles available at Dubai’s Liv store including entry-level road, mountain and commuter bikes and high-end offerings, said the statement.

With the brand entirely managed by women, including bicycle engineers, gear designers and retail specialists, the Liv experience is something that has expanded rapidly, it added.

Shahriar Khodjiasteh, co-founder and chief executive officer of of Dubai Desert Extreme, said: “We’re taking cycling in Dubai to the next level. We are making it more of an accessible sport to so many people. Cycling in the city is on the rise but it is important not to forget that so many women love this sport.”

Liv Dubai will shortly be starting women only community rides for all levels of cyclists as well as technical workshops and coaching sessions,” she added. - TradeArabia News Service