All Women's Cycling Branded Documentary About Female Empowerment
In a sport traditionally dominated by men, women are carving out their space, embracing the freedom, challenge, and community that cycling provides. One company, Jelenew, is leading the charge by supporting and empowering women cyclists, creating opportunities for female athletes to thrive in the world of cycling. Recently, I partnered with several ambassadors from Jelenew to bring their message to life in a powerful short film.
I had the opportunity to produce, direct, film and edit this project, capturing the essence of women’s cycling - its challenges, its joys, and, most importantly, its growing sense of community. This project wasn’t meant to showcase the technical aspects of cycling but to share the personal stories of women who are breaking barriers, supporting each other, and redefining what it means to be a female athlete.
The Heart of the Story about female empowerment
From the very beginning, the goal of this film was clear: to tell a story of empowerment. Cycling can mean a lot of different things for different people. For many of the women I talked to in making this film, it represents freedom, self-expression, and camaraderie. As one of the Jelenew ambassadors said in the film, “Cycling is freedom; cycling is self-acceptance. It’s a way to have quiet time with yourself; it’s a way to have loud times with your friends.”
This sentiment resonates deeply in the cycling community, where women are finding not only a physical outlet but also a way to connect with others and themselves. The sport offers a unique balance between serenity and excitement - moments of solitude on the road, where the only sounds are the hum of tires and the rhythm of your breath, mixed with the social aspect of riding in groups, where conversations flow as easily as the miles pass beneath you. It’s this combination that makes cycling so powerful for so many women.
One of the central themes we explored in the film is the importance of community. In the words of another ambassador, “I had women who brought me into cycling, who brought me into women’s cycling, and they are the reason that I am able to race and participate in cycling today. Women supporting women is huge, and there needs to be more of it.”
Building a Community at The Venus de Miles Event
To truly capture the spirit of women’s cycling, we knew we needed to showcase the community in action. Our backdrop for this was the Venus de Miles event, an all-women’s ride in Lyons, Colorado, that draws over 1,000 female cyclists each year. The energy at Venus de Miles is electric—it’s a celebration of women in cycling, with riders of all ages and abilities coming together to share their passion for the sport.
As we arrived at the event, the sense of anticipation was palpable. Music played over the loudspeakers, women adjusted their helmets and chatted excitedly, and the starting line buzzed with energy. Unlike many of the bike events I went to, this event wasn’t a race but rather a giant group ride meant to celebrate each other’s achievements, big or small.
“There isn’t that many women in cycling, and there could be so many more,” one rider remarked, “This event is empowering for women to get out there, do whatever feels comfortable for them—whether it’s short or long distances—and just enjoy being part of a community that lifts each other up.”
This sense of inclusivity was a theme throughout the event. From seasoned athletes to those newer to the sport, everyone was there to support one another. The Jelenew ambassadors played an important role in this, encouraging others to find joy and confidence on two wheels.
Watch The Behind the Scenes of How I Created this film below…
Breaking Down Barriers in a Male-Dominated Sport
While the film celebrates the joy and freedom women find in cycling, it also inadvertently addresses the challenges they face in a sport that remains largely male-dominated. Many of the women we spoke to acknowledged the intimidation factor of entering a space where they are often outnumbered by men but much of that was left out in the editing process. I wanted the film to focus on the women, not the men. But, one young female cyclist noted, “We can be outnumbered sometimes... it can be intimidating, but seeing the number of females that are starting to really enjoy cycling, starting to pursue it, it’s so incredible to see.” That line obviously had to make the film.
These barriers aren’t just social; they’re also practical. Female cyclists often lack access to resources, support, and mentorship. That’s why organizations like Jelenew and events like Venus de Miles are so crucial - they create spaces where women can learn, grow, and thrive in the sport. As one of the film’s participants put it, “Cycling should be whatever it is for you. For me, it’s freedom, it’s exploring, and I hope that every woman can find that love of a bike for themselves.”
The Power of Role Models
Throughout the project, it became clear that having female role models is a game-changer in the world of cycling. The women I interviewed spoke passionately about the importance of seeing other women succeed in the sport, whether it’s on the racecourse, in the mechanics shop, or simply out for a casual ride. One of the participants, a female bike mechanic, shared how empowering it is to see more women breaking into traditionally male-dominated roles within the cycling industry. “Being a part on that team and being able to walk into any bike race and see all of the female mechanics just absolutely getting down with the work, it’s just so nice,” she said.
The presence of female role models helps to normalize women’s involvement in cycling and opens doors for future generations of female athletes. This was especially evident at Venus de Miles, where riders of all ages, including young girls, were inspired by the strong, capable women around them. As mother and gold medal Olympian Gwen Jorgensen mentioned in the film, “I have a seven-year-old boy and a two-year-old boy, and I want them to see that being active is a priority in my life. I hope they find something that brings them joy and helps them stay healthy, just like cycling does for me.”
The Challenges of Filming the Story
Every film project comes with its challenges, and this one was no different. Time was our biggest obstacle - we had just four hours each day to capture the essence of the Venus de Miles event and the interviews with Jelenew’s ambassadors. When you’re working with such tight time constraints, every second counts.
As a filmmaker, you learn to think on your feet, and this project was no exception. I had to adapt quickly to changing light conditions, find creative angles to tell the story, and work efficiently to capture the raw emotion and energy of the event. But that’s part of the thrill of filmmaking, especially in the outdoor world - sometimes the most powerful moments come from those quick decisions and spontaneous shots.
Despite the challenges, I think we succeeded in capturing the essence of women’s cycling - the strength, the camaraderie, and the sheer joy of being on a bike.
A Movement for Inclusivity and Empowerment
As I reflect on this project, one thing stands out above all else: the incredible sense of empowerment that cycling brings to women. Whether it’s the freedom of riding solo on a quiet road or the exhilaration of participating in an event like Venus de Miles, cycling offers women an outlet to challenge themselves, connect with others, and find joy in movement.
Jelenew’s commitment to inclusivity and female empowerment is something that resonates deeply with me as a filmmaker. It’s why I’m drawn to projects like this - stories that shine a light on the communities that are often overlooked, yet are so rich in resilience, determination, and heart.
As the cycling community continues to grow and evolve, I hope this film will serve as a reminder of the importance of creating spaces for women to thrive in the sport. From the seasoned athletes to those just discovering the joy of two wheels, women deserve a place in cycling and the support, resources, and role models to help them succeed.
The Journey Continues
Now, as the film is completed and ready for people to consume, I hope it motivates others to come together to lift up women.
This project has reminded me why I do what I do - why I tell stories, why I seek out projects that matter, and why I believe so deeply in the power of film to inspire change. Jelenew’s mission to empower women through cycling is one I’m proud to support, and I can’t wait for others to see this film and feel the same sense of inspiration that I’ve felt throughout the process.
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Roo is a commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, and photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.