In the '80s and '90s, mountain bikes were effectively designed for, and marketed to, men. At the same time, a few bold females were pioneering the sport for women. Inspired by this movement, we felt it was time for a change.
In 1999 Juliana created the first mountain bike aimed specifically at female riders. It was a groundbreaking shift in focus for the industry, driven by a groundbreaking woman - Juli Furtado - one of the fiercest mountain bikers of all time. We called this bike “The Juliana”.