Friday, September 2, 2016 Conference Centre | Foyer East | 1st Floor
Ludi Scholz was born on 21 November 1980 in Hall in Tirol. Her school and university education mainly took place in Innsbruck, where she spent every spare minute on the mountains. In addition to her studies of molecular biology at Leopold Franzens Universität, she also embarked on training courses to become a bike guide and riding technique instructor. After graduating, she swapped her lab coat for cycling shorts and in 2010 decided to set up in business herself, making a career of her hobby. In 2013, she was assigned the task of brand ambassador for CUBE, worked as an instructor for the practical trainers of the Austrian Alpine Association, at events and especially at women’s bike camps. Since 2015, she has been working as brand manager for Liv in Germany, the new bike brand and a subsidiary of the bike manufacturer Giant.
LIV – the new women’s brand from Giant
The bike and gear sector market has been changing for a number of years, with more and more products specific to women in demand from female customers. It is particularly the field of sport where the right product is so important. It is not only the women-specific bike geometry that plays a major role but also the matching design for apparel and accessories. Liv is the only independent sports brand in cycling that is directed exclusively towards female bike fans. The philosophy of Liv is to remove the barriers that obstruct women from moving actively on a bike, to make the sport accessible for everyone and to acquire new female customers with the right marketing.