After five years of successfully creating opportunities and supporting women at the Absa Cape Epic race and the Absa Cape Epic Trippers experience, Absa has begun extending its reach beyond the world’s most prestigious mountain bike stage race to enable more women access to its ground-breaking #SheUntamed project.
Paid partnership with Absa
Mountain biking is tough. Whether its riding or racing, there’s no hiding from what’s required to finish a mountain bike training ride or race – physically, mentally, emotionally and also mechanically. But finishing is always highly rewarding and empowering and that’s why more and more women are investing in a bike. However, as with most individual sports for women, there are barriers that need to be overcome.
Safety remains the priority for female mountain bikers, especially in South Africa with its high levels of violent crime. Guided group rides at established, secure trails parks are the best way for women to enjoy a no-pressure, anxiety-free mountain bike ride or training session. And that’s exactly where Absa created fresh opportunities.
Late in 2024, the Absa #SheUntamed initiative broke away from its primarily pure endurance focus and launched the Absa #SheUntamed Community Rides. Guided, women-only rides over 2-3 hours in duration aimed at intermediate to advanced riders. Absa, in conjunction with Playmakers, created the opportunities as mini events to bring different women together to grow the #SheUntamed initiative in a new direction.
With two Absa #SheUntamed Community Rides in Gauteng and one in the Western Cape, we can confirm it was a huge success! Attracting more than 60 women to a single ride is impressive. The ladies that attended had a chance to network and experience a taste of the first-class hospitality and rider care that Absa is known for. Ride guides, mechanical support, pre- and post-ride drinks and snacks, shade, seating, music and safe parking, all ensured a memorable experience.
Absa #SheUntamed Community Rides also gave Absa an opportunity to connect with the growing women’s mountain biking community outside of the traditional Absa Cape Epic circle. Executive: Corporate Communications and Media Relations @ Absa Group and three-time Absa Cape Epic finisher, Carli Cooke explains why the Absa #SheUntamed initiative was launched:
“We looked at our sponsored entities and found that there was something missing, and that was basically women. So, we aligned with our principles of diversity and inclusion and decided to roll up our sleeves and change the scene. The Absa #SheUntamed initiative has resonated with women throughout the cycling community and has really grown.”
Now in its sixth year, the Absa #SheUntamed initiative continues to be one of the most sought-after female mountain bike communities to belong to. The expansion to include Absa #SheUntamed Community Rides in the summer has brought new women into the fold which is important for the sustainability of this valuable initiative.
“Absa is committed to leading the charge in empowering women in cycling,” says Tina Venter, Absa Executive for Marketing Operations. “Our #SheUntamed initiative goes beyond inclusivity – it’s about driving transformation and creating meaningful, lasting impact in the communities we serve.
“This year marks the beginning of our three-year renewal with the Ironman Group, which includes access to the Epic Global mountain-bike (MTB) series, which comprises the SPAR Swiss Epic, Andorra Epic Pyrenees and 4Islands Epic. Selected #SheUntamed riders will travel to unforgettable, inspiring destinations where exceptional trails wind through stunning landscapes, scattered with ruts, mud and dust. True grit, cheers and the sound of chains in motion will unite riders as they pursue each challenge.”
This month, the Absa #SheUntamed focus shifts to getting 12 all-women teams to complete the 2025 Absa Cape Epic and give more than 30 women a sample of the event through the Absa Cape Epic Trippers experience in the third week of March. That in itself is a monumental undertaking and testament to the investment Absa has already made in growing South African women’s mountain biking.
But the addition of Absa #SheUntamed Community Rides has now laid the foundation for Absa to expand its support of all female South African mountain bikers. Inclusive opportunities like these can only ensure the continued growth of women’s mountain biking in South Africa.
Paid partnership with Absa
