Liv is a proudly South African cycling brand that has made it their mission to prioritize women riders and the certain aspects they have to endure while riding. In a sport that could seem very male-dominated, the women at Liv have decided to take a stand and ensure female riders are involved in all decisions when producing and designing bikes. They are the only women-led company that produce their bikes in-house from start to finish, therefore ensuring they have a part to play in each and every step of the process.