Beyond Passion: How Olympic Failure Sparked a Deep Purpose in Kate Courtney

The finish line at the Olympics—it’s a moment of truth for any elite athlete. For mountain biker Kate Courtney, the 15th-place finish at the 2020 Tokyo Olympics (held in 2021) was not merely a disappointing result; it felt like a complete failure. As the reigning 2018 World Champion and 2019 World Cup Overall Champion, her expectations were firmly set on Olympic glory. And yet, her body and mind felt utterly out of sync. Crossing that line, she described falling off an "emotional cliff," turning inward with doubt and blame. The subsequent media comments only fueled her fear. The immense pressure, the physical disruption of injuries, and the sheer disappointment forced a deep re-evaluation of her career path.

The profound personal and professional challenge became the unlikely catalyst for a radical shift in her career. It forced her to confront not just what she was doing, but why and how. Courtney realized that continuing on her current path would not sustain her or allow her to truly thrive.

Her transformation began by redefining her relationship with the sport. It wasn't enough to just optimize performance. She needed to know who she was so she could bring all of herself to mountain biking. As she shared on the Rich Roll Podcast, "Mountain biking doesn't make me who I am – I bring my full self to mountain biking." This philosophy became the foundation for her next bold move.

After years within traditional teams—which provide crucial salary, equipment, and full support staff—she took a bold risk. In 2025, she launched She Sends Racing, her own privateer program. This privateer move meant shouldering her own sponsorship, logistics, and operations, a massive gamble for an elite athlete. However, this new program intentionally combines her relentless pursuit of high performance with a deep purpose: inspiring women and girls in cycling. Aligning her passion with a greater purpose enables her to achieve at the highest level while fostering representation, equity, and empowerment. Here’s how purpose is redefining the way she operates:

Identity Fuels Performance

Courtney's journey highlights a critical principle: purpose unlocks new levels of performance. Her renewed approach comes from embracing her whole identity, not just focusing on race numbers. She's shifted from "data obsession to qualitative growth," understanding that true excellence is when an athlete is genuinely connected to their inner self and finds joy in the process, even amidst struggle. Mountain biking, for Courtney, becomes an authentic expression of who she is.

A Mission Beyond Medals

At the very heart of She Sends Racing is the She Sends Foundation, a non-profit organization dedicated to empowering women and girls in mountain biking. Its mission is to make cycling more inclusive by fostering community, connection, and collective action. The foundation pools resources and provides grants to initiatives like Little Bellas, NICA GRiT, and grassroots efforts in underrepresented communities, aiming to transform mountain biking into a space where everyone belongs and thrives. For Courtney, racing with her foundation's name across her jersey means her mission is "at the heart of everything I do." She believes there's "magic to be found in pursuing high performance with a purpose."

Partnerships Built on Shared Values

This mission-driven approach fundamentally reshapes her partnerships. Instead of simply signing with sponsors who offer the “best deal,” Courtney carefully curates a portfolio of brands that deeply align with her values and vision for the sport. She describes them as "mission-driven brands with incredible people behind them" who have "bet on me—and on the value of empowering girls and women in cycling."

Her current partners exemplify this alignment:

• Rivian: An electric vehicle pioneer, reflecting her commitment to sustainability and adventure.
• Rapha: A cycling apparel brand known for combining design with high performance, and notably, led by a strong female CEO, Fran Millar.
• Allied Cycle Works: An American-made, high-performance bike brand that she personally tested and felt was the perfect fit for her competitive goals.
• Live Momentos: A company focused on enhancing both mental and physical performance.
• Red Bull: A global brand synonymous with pushing boundaries.

These partnerships transcend transactional arrangements. They are long-term collaborations built on a shared commitment to the future of cycling. Fueled by both passion and purpose, she started 2025 with a major victory in the Tankwa Trek, dominating all four stages. Courtney's model demonstrates how athletes can not only maintain competitive excellence but also build something larger than themselves, shaping their legacy beyond race results.

Notes https://podcasts.apple.com/us/podcast/the-rich-roll-podcast/id582272991?i=1000706335798 https://cyclingmagazine.ca/mtb/she-sends-racing-kate-courtneys-new-team/