71: Kate Veronneau (Zwift) and Cassondra Spring (Liv Cycling) – The Female Force Behind the Tour de France Femmes avec Zwift

In this Episode

Direct from France, Sara Gross catches up with two females affecting change at the 2023 Tour de France Femmes avec Zwift, Kate Veronneau (Zwift) and Cassondra Spring (Liv Cycling).

The 2nd Annual Tour de France Femmes avec Zwift took place Sun, Jul 23, 2023 – Sun, Jul 30, 2023, an eight-day event that has rapidly become the biggest stage race in women’s cycling history and, while there have been iterations of a women’s Tour de France in the past, they have never been as organized, funded, and supported as the event is now.

In 2022, the Tour de France Femmes staged its first edition in the current format with the support of Zwift as a title sponsor.

As Director of Women’s Strategy for Zwift, Kate Veronneau is often credited for making the Tour de France Femmes avec Zwift happen, although she would never say that.

Cassondra Spring is the Global Brand Manager at Liv Cycling, another major sponsor of the Tour de France Femmes avec Zwift.

Together with Sara, they discuss:

• Behind-the-scenes details and unfolding drama from the event
• Why the female 8-day race format is so dynamic, exciting, and captivating
• The vibe, reaction, and response from spectators and fans on the ground and at watch parties around the globe
• The positive ROI for these companies that go well beyond just increased sales and visibility
• The global excitement of the Tour de France Femmes avec Zwift and how this event is part of an overall wave of popularity in women’s sports
• The pride in working for companies that put women first and how their work has opened doors for more global female participation across cycling and all sports.

The 2023 Tour de France Femmes avec Zwift wrapped up on July 30th but there’s no doubt, with leaders like Cassondra and Kate, the impact and results will resonate for events and generations to come.

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