Canyon SRAM has launched We Femmes, a new participation initiative designed to encourage more women into cycling, with the movement making its public debut at the Tour de France Femmes 2026.
The idea is deliberately simple: if you ride, bring a woman who doesn’t. Rather than positioning We Femmes primarily as an advertising campaign, Canyon SRAM says the project will be built around free, inclusive rides where existing cyclists are encouraged to introduce someone new to the sport.
Canyon has committed to bringing at least 1,000 women per year to We Femmes rides and events for the next 10 years, with participation figures to be reported annually ahead of the Tour de France Femmes.
We Femmes will launch at the 2026 Tour de France Femmes
The movement will first appear publicly during the Tour de France Femmes 2026, which begins in Lausanne on 1 August and finishes in Nice on 9 August.
Canyon SRAM will race in a new Ryzon-produced We Femmes jersey throughout the Tour, while the initiative will also include community rides, watch parties, workshops and cheering zones around the race.
The launch comes during the team’s 10th season. Canyon SRAM began racing in 2016 as a standalone women’s programme and has since developed one of the most recognisable identities in the women’s peloton. The team’s wider 2026 position, roster and competitive ambitions are covered in our Canyon SRAM 2026 Women’s WorldTour team guide.
That decade has included the biggest result in the team’s history, with Kasia Niewiadoma-Phinney winning the 2024 Tour de France Femmes by four seconds after the dramatic final stage on Alpe d’Huez. Our report from Niewiadoma’s 2024 Tour victory covered a finale that remains the closest finish in the modern race.
The project extends beyond professional racing
We Femmes is intended to use the visibility of the professional team as a starting point for participation rather than making the new jersey the centre of the campaign. Every We Femmes ride will be free and designed around a no-drop format, with riders encouraged to bring a woman who does not currently cycle.
Tiffany Cromwell, who has been part of Canyon SRAM since the team began in 2016, said women’s cycling had changed considerably during that period.
“Women’s cycling has developed in leaps and bounds since I first started racing,” Cromwell said. “We Femmes is another step on that journey. It’s an exciting new idea, and I hope it encourages many more women into this beautiful sport as we work to strengthen cycling communities around the world.”
Cromwell has been one of the team’s longest-serving riders and remains part of its 2026 WorldTour roster. Her wider career and recent Canyon SRAM coverage can be found on our Tiffany Cromwell rider page.
Canyon SRAM plans rides beyond the Tour
The Tour launch will be followed by rider-led We Femmes events in European cities during autumn 2026, alongside focus groups and open sessions intended to help shape how the programme develops.
From 2027, the ambition is to extend the movement beyond people who already follow professional cycling and reach women who do not currently see themselves as part of the sport.
Claudia Gorgues, Canyon Road Marketing Manager, said the concept reflects the way many riders are introduced to cycling in the first place.
“Nobody arrives at a bike event by accident. Someone brings you, lends you a bike, tells you what to wear, waits at the top,” she said. “We Femmes is just that, at scale, and it works whether you’re chasing a podium or a coffee stop.”
The initiative sits alongside a decade in which Canyon SRAM has repeatedly used kit design as part of its identity. The team had already introduced a new visual direction for its anniversary season with the Luminous 2026 kit, with the We Femmes jersey now taking that visibility onto the biggest stage of the season.
The bigger measure will come after the Tour. Canyon has attached a specific long-term participation commitment to the project, and We Femmes will ultimately be judged less by how visible the jersey is in August than by whether those invitations result in more women continuing to ride once the race has moved on.
