On Janurary 27th, it was with great disappointment that the cycling community learned of Specialized’s decision to shutter Machines For Freedom, a women’s cycling apparel brand that had become known for its high-quality, stylish and comfortable garments. Specialized had acquired Machines For Freedom in 2019, but announced in early 2023 that it would be closing the brand. In this post, I want to explore the reasons behind Specialized’s decision and the impact it will have on the cycling community.
The first reason by Specialized for the closure of Machines For Freedom is obviously financial. The COVID-19 pandemic had significantly impacted the cycling industry, with many businesses struggling to survive. Although the bike boom of the pandemic saw rocket sales across the industry, Specialized’s decision to close Machines For Freedom was part of a broader effort to reduce costs and streamline operations. While demand for bicycles had increased as people looked for alternative modes of transportation and ways to stay active during the pandemic, the disruption to global supply chains has made it difficult for companies to meet this demand. In addition, Specialized, like many other companies in the industry, has faced challenges with inflation, sourcing materials, and components for their bicycles, leading to delays in production and lost sales. It’s worth noting, however, that Machines For Freedom had a strong following and a loyal customer base, and many in the cycling community felt that the brand had been profitable.
This decision was met with confusion and disappointment by many of us in the cycling community, who felt that Machines For Freedom had been an important voice in the industry, advocating for more inclusivity and diversity in cycling.
The second reason cited by Specialized seems to be tied to a financial strategic shift in focus. Just in December, Specialized decided to cut its global ambassador program which was a key part of Specialized’s marketing and outreach efforts, stating a shift away from adventure cycling towards racing. Resulting in more news of layoffs of 8% of it’s global team earlier this year and a new commitment to the $14.9m purchase of a new office building in Colorado. While this strategy seems like Specialized is optimizing revenue and reverting to their traditional race-led vision, it feels like a blow to the hard work their ambassadors pushed for diversity, equity, and inclusion in the cycling community. The program provided financial support, product discounts, and marketing materials to athletes and influencers who could promote the brand and its products. The ambassadors were expected to participate in events, create content, and share their experiences with their followers on social media. This program helped to create a community of loyal customers who were passionate about the brand and its products.
The decision to cut the Global Ambassador Program has been met with mixed reactions from the cycling community. However, the cut raises important questions about the role of Specialized’s commitment to DEI in marketing and branding in the cycling industry. While marketing is an important part of any business, it is important to ensure that it aligns with the company’s values and mission. But what is Specialized’s commitment and values now other than creating great cycling products and promoting bike racing? Cycling is a sport that is accessible to all but companies like Specialized have taken the CIP pledge to have a responsibility in making progress toward true equity in promoting inclusivity and diversity in all of their marketing and outreach efforts. So then, was it all just performative? Are they riding out the turbulance of financial markets? Will the community of loyal customers out of their DEI efforts continue to support them? What will the fall out be from this?
The closure of Machines For Freedom is a blow to the cycling community, particularly for the women’s cycling community. The brand had been a trailblazer in the women’s cycling apparel space, offering garments that were designed specifically for the female body, with a focus on fit, comfort, and style. The brand had also been vocal in its support of women’s cycling and had worked to create a more inclusive and welcoming cycling community.
The closure of Machines For Freedom raises important questions about the role of DEI in the cycling industry. Women, femmes, trans, and nonbinary people of all bodies have historically been underrepresented in the sport of cycling, and the closure of a brand and ambassador program that was specifically focused on our inclusion in cycling, feels like a major setback for efforts to increase diversity and inclusion in the sport.
I know for me it certainly feels this way which you can read more about in my IG post here.
While Specialized has pledged that it remains committed to promoting diversity and inclusion in cycling, the closure of Machines For Freedom and the ambassador program is a reminder that there is still much work to be done to make cycling a more welcoming and inclusive space for all. And the industry will have to prove authenticity and work harder to gain our loyalty.