Jordana Blackman is an award-winning leader in women's cycling and sports technology with an unparalleled knowledge of marketing, retail and purchasing behaviour and drivers of women in the cycling industry.

After moving to Brisbane in 2013, Jordana started Chicks Who Ride Bikes (CWRB) as a way of making friends in a new city. She had learned to ride a bike late in life and only the year before to participate in the Ride to Conquer Cancer, as a way to give something back to the hospital she was treated at for Melanoma in 2011.

While training, she found there wasn’t a huge amount of support or a network for women who wanted to ride recreationally; most clubs and groups are focused on competitive environments). She also noticed that - as with most machine-enabled hobbies - the cycling industry is male dominated and targeted, resulting in an under-served global market of women.

Not being able to find that kind of club or group anywhere, she started her own. That group has now grown to the largest of its kind in Australia, securing funding in 2022 to launch Llama - a world-first app to connect women who ride, anywhere.

Panel Participant