In the '80s and '90s, mountain bikes were effectively designed for, and marketed to, men. At the same time, a few bold females were pioneering the sport for women. Inspired by this movement, we felt it was time for a change.
In 1999 we created the first mountain bike aimed specifically at female riders. It was a groundbreaking shift in focus for the industry, driven by a groundbreaking woman - Juli Furtado - one of the fiercest mountain bikers of all time. We called this bike “The Juliana”.
Today, Juli’s initiative has grown into an award-winning line of premium mountain bikes ridden by a crew of athletes, racers and guides who continue to blaze new trails. Our goal is to ignite the imagination of female adventurers around the world and create something uncompromising for those who refuse to accept the status quo.