Punchy campaign copy to launch Rapha and Zwift’s 2026 partnership.

The insight? Female athletes, at every level, want to win. Even if it’s just beating your best mate up a hill. But women’s sport is often depicted as soft, cuddly and always supportive – at the expense of competitive spirit. Time for a more realistic take.

I wrote copy that spoke to pros and club riders alike, giving them a grittier, more recognisable portrayal of what it’s really like to ride and compete.

“Everyone loves it, just thought I'd check in to let you know and say thanks again!” - my client.