Behind the Scenes of the All-Women’s Cycling Film for Jelenew
Earlier this month, I was approached by Jelenew, an all-women’s cycling company with a mission to empower and uplift female cyclists. They wanted to create a film that showcased the inclusivity, camaraderie, and resilience within the women’s cycling community. For me, this was a no-brainer. These are the types of stories that truly deserve to be shared in the outdoor industry, and I was all in from the start.
The Vision: Empowerment Through Storytelling
From the very beginning, it was clear that this film wasn’t just about cycling; it was about much more. It was about breaking barriers in a sport that has traditionally been male-dominated. It was about celebrating the unique experiences and challenges faced by female athletes. And most importantly, it was about telling a story of empowerment through community.
Jelenew’s vision aligned perfectly with my passion for storytelling in the outdoor space. The goal was to create a mini-documentary that would not only highlight the strength and determination of these women but also inspire others to join the cycling community.
Day 1: Setting the Stage in Boulder
The process for filming began just outside Boulder, Colorado, at a cozy Airbnb where we gathered Jelenew’s ambassadors for their interviews. The atmosphere was relaxed, yet filled with anticipation. These women had incredible stories to share, and it was my job to capture their essence on film… in 2 hours.
As we set up the camera gear and prepped the interview space, I couldn’t help but feel a sense of excitement. There’s something special about interviewing athletes I just met, where I not only get to know who they are but how they feel about certain issues. Each ambassador brought a unique perspective to the table, but they all shared a common passion for cycling and a deep appreciation for the community that Jelenew had cultivated.
The interviews were short… but powerful. These women spoke about their journeys into cycling, the challenges they’ve faced as female athletes, and the joy they find in being part of a supportive, all-women’s community. It was clear that cycling was more than just a sport for them - it was a means of empowerment and self-expression.
Day 2: Capturing the Spirit of Community in Lyons
After a day of interviews, it was time to hit the road and capture the essence of the cycling community in action. Our destination: Lyons, Colorado, home to the Venus de Miles event—a female-focused bike ride that draws over 1,000 women each year. This event is a celebration of women in cycling, and it provided the perfect backdrop for our film.
Arriving at the event, the energy was palpable. The air was filled with laughter, cheers, and the sound of spinning wheels. Women of all ages and backgrounds had come together to ride, support one another, and share in the joy of cycling. It was exactly what we wanted to capture—the camaraderie, the empowerment, and the sense of belonging that comes with being part of a community.
As we moved through the event, filming various groups of cyclists, I was struck by the diversity of the participants. Some were seasoned athletes, while others were newer to the sport. Yet, they were all united by a shared love for cycling and a desire to break down barriers in the sport.
One of the highlights of the day was capturing the interactions between Jelenew’s ambassadors and the other riders. The ambassadors were not only participants but also role models, inspiring others with their dedication and passion. The connections formed at events like these are what make the cycling community so special, and it was an honor to document those moments.
The Challenges: Capturing the Story with Limited Time
Every shoot comes with its own set of challenges, and this project was no exception. The biggest hurdle we faced was time - or rather, the lack of it. We had only four hours each day to capture the story and create the visuals that would bring this film to life. When you’re working with such tight time constraints, every minute counts.
One of the key lessons I’ve learned as an adventure filmmaker is the importance of efficiency and quick decision-making. With just four hours on the clock, there’s no room for hesitation. You have to know exactly what shots you need, how to get them quickly, and how to adapt on the fly if things don’t go according to plan.
During the event in Lyons, we had to work fast to capture the energy and spirit of the Venus de Miles event. The light changed rapidly as the day progressed, and we had to make quick adjustments to ensure we were capturing the best possible footage. There were moments when everything lined up perfectly - when the light, the action, and the emotions all came together in a single shot. But there were also moments when we had to get creative, finding new angles and approaches to make the most of the limited time we had.
But that’s all part of the adventure. It’s in those moments of quick thinking and improvisation that some of the most authentic and powerful footage can be captured. And in the end, despite the time crunch, we were able to tell the story we set out to tell—a story of empowerment, community, and resilience in women’s cycling.
The Message: Inclusivity and Female Empowerment
As I wrap up the editing process for this film, I’m struck by the incredible journey we’ve been on. From the intimate interviews in Boulder to the lively event in Lyons, every moment has been a testament to the strength and resilience of these women.
This project has reinforced my belief in the power of storytelling - how a camera and a story can bring to light the experiences of those who might otherwise go unheard. Jelenew’s commitment to inclusivity in cycling is something that resonates deeply with me, and I’m proud to have had the opportunity to help share their message.
Coming Soon…
I’m putting the final touches on the edit now, and I can’t wait to share this film with the world. It’s a short story of empowerment, community, and the incredible things that can happen when women come together to support one another.
For me, this project has been more than just another job. It’s been a reminder of 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.
So stay tuned - this film will be available for viewing next month, and I hope it resonates with you as much as it has with me.
Working on this film has been an unforgettable experience, and I’m grateful to Jelenew for trusting me with their story. If you’re as passionate about inclusivity in outdoor sports as I am, I encourage you to check out the film when it’s released. Let’s keep pushing for a world where everyone feels welcome, supported, and empowered - on the bike and beyond!
Let’s Connect:
Roo is a Emmy nominated 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, 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.