What's Cool In Road Cycling
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Kindhuman Re-Imagines Cycling Sponsorship

We’re flipping the script on how companies sponsor athletes. For too long, athletes were rewarded only for how fast they could go. It’s time to recognize people based on their achievements in life, first. We are inspired by true leaders - on the course and in their communities.

Kindhuman Re-Imagines Cycling Sponsorship – Launches “Take the Lead Cycling Scholarship”

We’re flipping the script on how companies sponsor athletes. For too long, athletes were rewarded only for how fast they could go. It’s time to recognize people based on their achievements in life, first. We are inspired by true leaders - on the course and in their communities. We want to reward sportsmanship, humanity and a competitive spirit for the future of cycling through our Take The Lead Cycling Scholarship.