No Contest: A Bike Ride That Welcomes A
We track the Rapha bike ride that went global and found a place in the hearts of female cyclists everywhere
By Emily Chappell
Like so many successful ventures, the Women’s 100 was originally intended to be something very different. Laura Bower, Rapha’s Head of UK Marketing, wanted to encourage more women to enter L’Étape du Tour – a world-famous sportive where amateurs get to ride the route of one of the Tour de France stages. So in 2013 she created a one-off campaign where 100 lucky women were sent to France to ride L’Étape itself, and everyone else was encouraged to ride 100k on the same day, wherever they happened to be in the world.