Chicago Grit and SRAM Launch “Why We Ride”

February 12, 2026

A Rider-Driven Storytelling Series Celebrating Chicago’s Cycling Community

Chicago, IL — February 12, 2026 /ENDURANCE SPORTSWIRE/ – Chicago Grit presented by SRAM, one of the nation’s premier multi-day criterium and community cycling events, announced today the launch of Why We Ride, a new monthly rider-focused storytelling campaign in partnership with SRAM. The series highlights diverse athletes from across Chicagoland and beyond, exploring their personal journeys into the sport, their race-day bike setups, training rituals, and the insider details that define how they ride.

Featuring riders from world-class pro teams such as L39ION of Los Angeles, Caldera Medical x Aurea Racing, Team Cadence Cyclery pb Waldo Racing, Whoosh-NZ Cycling Project as well as local development programs like 606 Racing (with an all-new Women’s Domestic Elite Team) Racing, the campaign brings together the full spectrum of the cycling community.

“Our goal is to tell the stories fans never get to hear,” said Marco Colbert, Race Director, Chicago Grit. “How riders entered the sport, why they stayed, what their crit setups look like, the training they grind through — these are the things that connect us. This campaign celebrates the culture of cycling, not just the competition.”

Each monthly feature will include a long-form interview including elements such as photographs, bike-build breakdown, insights into nutrition, race craft, technical choices, and the mental grit required to race at all levels. Riders will also share insider Chicago Grit intel, from favorite training routines to course tips.

Headquartered in Chicago and present on the final day’s race course in Fulton Market, SRAM has long supported local teams, community programs, and the broader growth of Chicago cycling. This partnership builds on that legacy.

“Chicago is home for us — and so are the riders who make this community what it is,” said Stefan Wyman, Director of Sports Marketing, Road Racing at SRAM. “We’re excited to shine a light on the athletes who trust our technology, push the sport forward, and embody the spirit of riding. These stories show the humanity, diversity, and passion that define cycling.”

Why We Ride will roll out monthly across Chicago Grit and athlete social channels, beginning February 2026.

For more information about the Chicago Grit series please visit https://chicago-grit.com/ or contact:

Bekah Collins, Marketing Director, Chicago Grit

bekah@goodnewscommunications.com

520-481-1184

About Chicago Grit

Chicago Grit, formerly the Intelligentsia Cup, is a premier cycling race series held annually in Chicago. Known for its challenging courses and vibrant community atmosphere, Chicago Grit is among the largest road series in America, offering a unique blend of competitive racing and local engagement. Chicago Grit draws cyclists from across the nation, and the world, to compete in 10 races over 10 days. 2026 venues will include: West Dundee, Glen Ellyn, Winfield, Mundelein, Lombard, Brookfield, Northbrook, Elgin, Lake Bluff, and Fulton Market in Chicago.

About SRAM

Founded in Chicago, SRAM is a global leader in high-performance bicycle components and technology. With a commitment to innovation, inclusion, and elevating the rider experience, SRAM supports athletes and communities around the world through its products, partnerships, and advocacy efforts.