When we’re in our 20s and 30s, we see ourselves everywhere in sports marketing and branding. Then, somewhere along the way, we vanish, as though women past 40 or 50 don’t run, ride, hit the weights, or live active, vibrant lives. This week’s guest, Velocio Cycling Apparel ambassador Joan Swain, is on a mission to change that. As she says, “We are athletic. We are beautiful. We are intelligent. We live full lives and we wear your clothes, your shoes, your accessories and ride your bikes. I challenge all to make this as attractive and marketable as it actually is.” We talk about all that and the importance of improving our visibility and changing the narrative around aging this week.

Along with being an ambassador for Velocio and World Bicycle Relief, Joan Swain is a senior leader in the Professional Services technology sector with a track record of business and culture transformations including change management, people management/operations, project/program management, resource management, data migration, internal coaching, customer service advocacy, partner management and onboarding, driving strategic direction, and sales enablement. You can follow her journey at instagram.com/joanlswain. Check out her photo spread with Velocio here. 

Sign up for our FREE Feisty 40+ newsletter: https://feisty.co/feisty-40/

Learn More and Register for our 2026 Tucson Bike Camp: https://feisty.co/events/gravel-camp-x-bike-mechanic-school/

Join the Feisty Strong Barbell Club: https://feisty.co/strong-club/ and use code:  STRONG2026 to save $50

Follow Us on Instagram:

Feisty Menopause: @feistymenopause

Hit Play Not Pause Facebook Group: https://www.facebook.com/groups/807943973376099

Support our Partners:

Previnex: Get 15% off your first order with code HITPLAY at https://www.previnex.com/

Midi Health: You Deserve to Feel Great. Book your virtual visit today at https://www.joinmidi.com/

Wahoo KICKR RUN: Use the code FEISTY to get a free Headwind Smart Fan (value $300) with the purchase of a Wahoo KICKR RUN at https://shorturl.at/maTzL