IMBA Summit 2021 Panel 1: Working towards a diverse and inclusive mountain biking community

Panelist:
Aneela McKenna - Founder of Mòr Diversity, a diversity, inclusion and wellbeing consultancy business. Aneela launched Mòr Diversity in 2020, after identifying a need in the cycling and outdoors sector to adapt to new ways of thinking, and to reap the rewards from having a fully inclusive approach to business She also works as a a mountain bike coach, guide, mentor and cycling entrepreneur co-partnering award winning cycle tour operator Go-Where Scotland, established 2008. Aneela has over ten years’ experience working in the cycling sector and over 20 years as a diversity, inclusion and wellbeing professional. Combining this skillset, Aneela’s uniquely placed to provide a diverse range of professional services to businesses within cycling and the outdoors.’

Stefan Lonngren- Project Manager at the Swedish national cycling advocacy organisation (Cykelfrämjandet) Stefan is a mountain bike rider/guide/coach/trail builder with a background working with people with neurodevelopmental disorders.

Brook Hopper- Liv Global Marketing Manager Highly effective and evolved brand-builder, I am passionate about creating a more equitable and inclusive cycling industry. I am highly motivated and results oriented, with a successful track record in strategic brand development on a global scale in the outdoor, nonprofit, and bicycle industry. I oversee all product marketing, sports marketing, digital marketing, retail marketing, communications, and public relations. I strive to build community through innovative and authentic collaborations with strategic partners that demonstrate value for stakeholders while creating a meaningful customer experience that leads to increased brand affinity.

Moderator: Mark Torsius, general manager of IMBA Europe