MAAP partner with Lifeplus Wahoo
Lifeplus-Wahoo and MAAP are teaming up to champion the radical spirit of the women’s pro peloton. Dedication. Challenges. Podiums. Sisterhood. Together, we aim to be a meaningful force in the larger effort working to challenge traditional norms, break down stereotypes and foster a more inclusive environment in the sport.
At the intersection of performance and purpose, MAAP and Lifeplus-Wahoo seek to propel the sport of cycling forward. This partnership marks a commitment to support the team's performance at the highest level while also contributing to stronger, more competitive and enduring arena for professional women's cycling. There are no guarantees here; just inspiring belief in what’s possible when you give everything you’ve got – all day, everyday.
Tom Varney, Lifeplus-Wahoo General Manager:
"As we head into our 9th season as an independent women’s team, it’s truly special to be able to partner with MAAP, a brand we see as the market leader in cycling apparel. We’ve felt reinvigorated by their support, not only by the fresh kit design but also their commitment to our founding principles of fostering a supportive environment for our riders to flourish no matter their age or background."
As well as outfitting the team, MAAP will also be lifting the lid on what it takes to make it in the world of women’s professional cycling through an exclusive series of behind-the-scenes content. With women’s cycling consistently deprived of the attention it deserves, the series will show the level of determination, complexity and desire on the show is no different to the men’s side of the sport and look to correct the current imbalance.
Oliver Cousins, MAAP co-Founder and co-CEO:
"We’re honoured to be sponsoring the Lifeplus-Wahoo professional women’s team. The team’s values, focus and commitment to the progression of women’s cycling is truly inspiring. For us at MAAP, this is not just a commitment to excellence in cycling; it's a vital investment in the empowerment of women in sports. We want to foster athletic prowess as well as actively propel the sport forward by cultivating a more equitable future in the world of cycling.“Lifeplus-Wahoo will be appearing in their new kit for the first time January 12th at MAAP’s home WorldTour race, the UCI Tour Down Under in Adelaide, Australia. MAAP will be hosting a pop-up experience where fans can get exclusive access to an accompanying Lifeplus-Wahoo capsule featuring the replica race jersey, bibs, off-bike tees and accessories.
The pop-up will be running from the 13th to the 21st January, find out more information about at adl2024.com. The Lifeplus-Wahoo capsule will then be made available to purchase to all from January 16 at MAAP.cc and select partners.