Newbury Park, CA. (February 27, 2026) — Giant and Liv today announced a multi-year sponsorship agreement with the Life Time Grand Prix, aligning the brands with one of North America's most high-profile and fast-growing off-road endurance race series.
This strategic partnership extends far beyond the racecourse, activating across Life Time's robust national portfolio of iconic events, athletic country club destinations, and holistic wellness offerings.
As official bicycle sponsors of the Life Time Grand Prix, Giant and Liv will have a significant presence at all six races starting in 2026. These include iconic off-road events such as Life Time Sea Otter Classic (CA), Life Time UNBOUND Gravel presented by Shimano(KS), Life Time Leadville Trail 100 MTB presented by Kenetik (CO), Life Time Little Sugar MTB and Life Time Big Sugar Gravel presented by Kenetik (AR). The sponsorship also extends into Life Time's broader event portfolio and athletic country club locations, creating year-round opportunities to connect with performance-minded athletes and active lifestyle consumers.
"This partnership connects Giant and Liv to an audience that's not only passionate about racing but deeply engaged in an all-encompassing lifestyle of health, fitness, and exploration," said Reuben Hernandez, Head of Marketing and Retail for Giant Group USA.
"The momentum behind the Life Time Grand Prix continues to accelerate, and welcoming Giant and Liv into the series reinforces the caliber of brands aligning with this platform. Together, we're elevating the race-day experience while strengthening the broader cycling community through retail integration, athlete storytelling, and meaningful consumer engagement," said Kimo Seymour, President of Life Time Events.
Retail and Brand Connection
The partnership will include in-market support for key Giant and Liv retail partners near each event venue, including demo rides, athlete meetups, and store-driven community activations. Through Life Time's national footprint and experiential expertise, Giant and Liv plan to deliver unique programs that bridge the gap between race day and everyday riding.
"Each stop on the Grand Prix creates a unique opportunity to celebrate our retail partners and bring new riders into the Giant and Liv community," said Hernandez. "We're equipping retailers with tools, assets, and product experiences designed to elevate their visibility and help them engage more directly with this passionate consumer base."
Expanding Touchpoints Beyond Cycling
Beyond the race series, Giant and Liv will activate across Life Time's premier event portfolio and flagship athletic country clubs, integrating bicycles and brand experiences into broader wellness programming. From in-club cycling studio placements, athlete clinics, and youth-based cycling programs, the brands will meet active consumers where they live, train, and recover.
The announcement comes as the Life Time Grand Prix continues to grow in scale and influence, with expanding media coverage, rising athlete participation, and increasing fan engagement. The 2026 season will feature a deepening field of elite men and women competing for equal pay and national prestige, and Giant and Liv will continue to support multiple sponsored athletes competing in the series.
For more information on Giant and Liv, visit www.giant-bicycles.com and www.liv-cycling.com.
About Giant
Giant is the world's leading brand of high-quality bicycles and cycling gear. Part of the Giant Group, which was founded in 1972, the brand combines craftsmanship, technology and innovative design to help all riders unleash their full potential. Through its products, people and retail partners, Giant delivers a full ecosystem of bikes and gear to optimize the cycling experience and grow the community. For more information, go to giant-bicycles.com.
About Liv
Liv is the only comprehensive cycling brand in the world dedicated solely to women. Founded in 2008 by former Giant executive Bonnie Tu as part of the Giant Group, Liv creates innovative bicycles and gear to fit and perform at the highest level. Liv aims to empower all riders from beginners to pros. With a global team of retailers, athletes and events, plus a growing online presence focused on riding skills, bike maintenance, nutrition, travel, and other experiences – Liv strives to build community and be the number one resource for women cyclists around the world. Learn more at liv-cycling.com.
About Life Time Grand Prix
The Life Time Grand Prix is North America's premier off-road cycling series featuring elite men and women competing in a mix of gravel and mountain bike races across the U.S. The series is designed to elevate the visibility of off-road racing and foster deeper connections between athletes, brands, and fans.
