Liv Cycling, the maker of women’s bikes and apparel, has hired Erin Curley, formerly the head of Events and Sponsorship at Giant USA, as its Global Sports Marketing lead.
At Giant USA, Curley led initiatives for athletes, teams, ambassadors, and influencers.
At Liv, Curley will oversee flagship programs, including Liv Factory Racing, the Liv Racing Collective, and its Global Ambassador Program, which will support athletes at major international events such as Crankworx, the UCI Mountain Bike qualifiers in Europe and the U.S., as well as upcoming races in Lake Placid and Mont-Sainte-Anne. In the gravel category, she will support Liv athletes at Lifetime Grand Prix events, including Big Sugar in 2025.
“Erin’s leadership comes at a pivotal time for Liv as we continue investing in women’s cycling at every level,” said Cassondra Spring, Liv brand manager. “Her expertise in building athlete programs and her dedication to community impact make her an incredible fit to help us amplify our mission of getting more women on bikes.”
Curley shared, “Over the past 2.5 years at Giant USA, I’ve had the privilege of working with an inspiring team dedicated to growing our brands and supporting our communities. I’m excited to bring that same energy to Liv and to champion our athletes as they compete on the global stage. Being part of events like the inaugural Femmes Gravel at SBT GRVL and, in 2026, The Traka in Girona, feels like a dream come true.”
Image courtesy Liv Cycling
