Fifty women. Seven self-supported days. 800 kilometres and 10,000 metres of climbing across the Alps. This was the physical challenge of the inaugural GRL PCK Rally, a Munich-to-Lausanne journey with one shared, highly intentional destination: the Grand Départ of the Tour de France Femmes avec Zwift.
The Rally was created to make massive bikepacking adventures feel visible, approachable, and achievable for more women. But the ultimate goal was not just to finish—it was to show up, make noise, and actively shape the fan culture surrounding professional women’s sports.
The “Here to Cheer” Movement: Building Sports Culture from the Ground Up
Upon reaching Lausanne, the 50 Rally riders integrated into a much larger grassroots fan activation: Cheer PCK. Under the banner of “Here to Cheer,” they joined forces with other prominent women-led European cycling collectives, including Switzerland’s RAWR and the Netherlands’ Fietsvrouwen, to line the roadside and bring the loud, celebratory atmosphere the women’s professional peloton deserves.
Other communities are building around the same idea. Former professional cyclist Iris Slappendel’s Cheer Squad brought fans together on Mont Ventoux during this year’s Tour de France Femmes avec Zwift. This movement highlights a major structural shift in the industry: women’s professional cycling is not just expanding its audience; its entire fan culture is being actively co-created by the community from the ground up.
“We talk a lot about visibility in women’s sport, but for us the exciting question is what that visibility leads to. We’ve now seen how riding and being part of a community can bring people closer to professional racing. We rode to Lausanne because we wanted to show up for the women’s race.”
— Laura Claus, GRL PCK
The impact of this roadside presence was captured perfectly by prominent cycling creator Kate Jones (Pelohun), who rode alongside the collective:
“Getting more women to experience the Tour de France Femmes avec Zwift in real life, to feel that energy and bring their own energy to the roadside, was really bloody cool. You brought this whole crowd to the women’s Tour and got more women on that hill screaming and cheering.” — Kate Jones (Pelohun), Cycling Creator
Making it Possible: A Clear Focus on Accessibility
To ensure that financial barriers did not stand in the way of participation, the GRL PCK Rally focused heavily on accessibility. Rather than relying on traditional, passive sponsorships, the event was powered by a collaborative alliance of industry-leading brands—including SRAM, Rapha, Canyon, Zwift, komoot, KASK, Oakley, Maurten, and Sea to Summit.
Through direct funding, these partners helped subsidise the event’s operational costs, enabling GRL PCK to offer spots on this epic 7-day, 800km alpine adventure. This shattered the financial barriers to entry that traditionally restrict multi-day cycle touring, opening up the sport to a wider and more diverse community of women, supported by women. This accessibility transformed the experience on the road, creating an environment defined by deep inclusivity and rapid personal growth.
“This trip made huge transformations for me. I felt very strong, much stronger than I thought I was. I just know this trip made me more confident as a cyclist. As a woman. I am an adventure gravel cyclist, and I am proud to be part of a community where the same values are being shared.” — Mara, Rally Participant
The Sponsorship Story: Co-Creation and Real Impact
Because the Rally was entirely self-supported, partner brands became active participants in the adventure. Riders collectively navigated mountain passes and resolved mechanical issues using sponsor-provided gear—including Canyon bikes, Rapha apparel, komoot route mapping, and Sea to Summit camping gear—with SRAM providing on-the-road mechanical support.
This journey was deeply personal for cycling creator Teegan and Rally rider Kate Jones:
“I knew the Rally would push me out of my comfort zone, but the camaraderie propelled me to tackle things I didn’t think I could do. Surrounding yourself with other women makes you feel unstoppable. I completely shocked myself with what I was capable of—it was so much bigger than just a bike ride.”
Comic creator Teagan Phillips (@teganphillipscomics) also reflected on the deeper meaning of the ride:
“While the Tour represented professional performance, bikepacking was a way of connecting and adventuring. Through racing and adventuring, we saw that cycling is a beautiful form of self-expression for women.”
This authentic, product-integrated connection between community-driven athletes and industry partners is why corporate sponsors are shifting their marketing focus toward GRL PCK’s collaborative model.
“We supported the GRL PCK Rally because it represents what cycling should be: ambitious, adventurous, and deeply rooted in community. The incredible energy around this Rally proves that the momentum of women’s cycling extends far beyond the pro peloton—it is about creating shared experiences and giving more women a reason to ride.” — Christina Lindquist, Marketing Director, Rapha
Proof in the Numbers: Riding Creates Fans
The Rally’s unique structure provides a mathematical model for how grassroots participation directly feeds professional sports fandom:
74% of respondents had never previously attended the Tour de France Femmes in person.
95% DEEP CONNECTION: Continued to watch the Tour through France, with nearly half admitting they were ‘hooked’.
100% LONG-TERM LOYALTY: Plan to watch again next year, and 75% aim to experience it live on the roadside.
Not only this, but the authentic, community-led storytelling of the GRL PCK Rally resonated far beyond the riders on the road, generating powerful organic engagement across social media. GRL PCK’s organic content amassed a staggering 1,344,563 views (1.3M+), exposing partner brands to a massive, highly active digital audience.
Crucially, 63.8% of reached views came from non-followers, demonstrating GRL PCK’s power as a discovery platform. Stories led organic views with 500k+ views, followed closely by standard feed Posts at 600k views, proving the high demand for live, authentic daily updates.
“GRL PCK embodies everything we believe in at SRAM: inspiring women, building connections, and empowering female riders. Watching 50+ women roll into Lausanne to celebrate the finish at our hub felt like welcoming family—it was one of the most powerful moments of our week.” — Géraldine Bergeron, SRAM European Marketing Manager
As GRL PCK proves: riding creates fans, and fans create momentum. During Tour week, host broadcaster France Télévisions reached a record 23.2 million viewers in France (32.9% average audience share). Meanwhile, Strava reported that women globally recorded 60% more first-time 100km-plus rides compared to the previous week.
“The GRL PCK Rally is exactly what we’re trying to inspire through the Watch the Femmes movement: turning the visibility of the Tour de France Femmes avec Zwift into participation. Seeing fifty women ride from Munich to Switzerland to experience the race live—and watching them roll in as the crowd erupted—brought my first tears of the Tour. The joy is absolutely contagious.” — Kate Veronneau, Director of Women’s Strategy, Zwift
Looking Forward: 2027 Sponsorships Now Open
Following the reach and community impact of the 2026 Munich-to-Lausanne route, GRL PCK has officially opened discussions for 2027 event sponsorships and brand collaborations.
For brands looking to connect authentically with the fastest-growing demographic in cycling through meaningful, product-integrated storytelling, GRL PCK offers custom-designed partnership packages, experiential activations, and media rights.
Partnership and media inquiries can be directed to: laura@grlpck.com