When Heidi Yakowski acquired Moxie Cycling Company in 2020, she wasn’t just stepping into the world of women’s cycling apparel. She was stepping up to reshape it.
Known for her tenacity, bold vision, and no-nonsense attitude, Heidi has taken Moxie from a paused legacy brand to a full-force movement in performance-driven gear designed to fit real riders. Her approach blends grit, community, and unapologetic style, all sewn together in local U.S. factories. We sat down with Heidi to learn more about how she went from sewing jerseys before dawn to leading one of the boldest women-founded cycling brands in the sport.
I Didn’t Want to Dress Like a 13-Year-Old Boy.
Before Heidi ever owned Moxie, she was running her own small brand called Wicked Girl Jerseys. It was born from necessity and frustration. “Mountain bike apparel for women used to be terrible,” she said. “I didn’t want beer logos on my chest or baggy cuts that made me feel like I was cosplaying as a teenage boy.”
When the original Moxie brand went quiet, fate stepped in. A connection through her husband’s old race teammate led her to the opportunity to acquire Moxie. “I’d always admired the brand,” she said. “It had a following, it stood for something strong and feminine, and I knew I could build on it.”
So she did. Wicked Girl was folded in, and Moxie Cycling Company was reborn.
What Moxie Means Now
To Heidi, moxie is more than a name. It’s a way of life. “It’s about inner strength. Not giving up. That fire inside you,” she said. But under her leadership, the brand has also grown edgier and more performance-driven.
“I love feminine style,” she said, “but I also want to feel athletic and bold. We’ve added looser fits, modern lines, and pieces that work on the bike, not just for the look.” That includes everything from sleeveless jerseys to sleek hoodies, and even padded MTB pants that look good.
And yes, now there’s a men’s line too. “Anybody with moxie can wear Moxie,” she laughed.
Building a Brand in a Man’s World
It hasn’t all been smooth singletrack. In the early years, Heidi juggled a full-time job with early-morning sewing runs and evening trips to New York factories. Most of the factory floors were run by men, and not all of them were keen on taking instruction from a woman. “They told me I didn’t know what I was talking about,” she said. “But I did. And I proved it.”
Rather than sending production overseas, Heidi doubled down on local manufacturing. “I like being able to walk into a shop in Philly and touch the seams myself,” she said. “That’s how I know it’s good.”
Listening to Riders, Stitch by Stitch
Design at Moxie is rider-led and field-tested. New prototypes go through rounds of real-world riding by Heidi and her crew, with each iteration shaped by lived experience. “Where’s the pocket? Does it rub? How’s the crotch depth? These things matter,” she said.
She even weighed in on a major industry gripe: women’s shorts with tiny pockets. “Some brands put in front pockets that just get in the way when you pedal. We make sure ours are functional, like center-back pockets that fit your phone.”
A Community That Wears Their Joy
Heidi lights up when talking about the people who ride in Moxie gear. “Some of these women come up at festivals and say, ‘This is my favorite jersey.’ They’ll show me one they bought years ago and tell me how they still love it,” she said. “That means the world.”
One standout story is Lily Driver, a young rider Heidi met when Lily was just 16 at Nationals. “She wanted a pair of pants so bad, and we only had one extra-small. She got them, and she’s been riding in Moxie ever since,” said Heidi. “She embodies what this brand is about. Growing strong and staying kind.”
Game-Changer: The G-Form Collaboration
A defining moment for Moxie came with their G-Form partnership, a first-of-its-kind MTB apparel line that integrates SmartFlex G-Form protective padding. “Women would tell me they hated knee pads. Too bulky, too ugly. With the G-Form Collection, we made them wearable,” she said. “It was a shift. Suddenly riders were saying, ‘This changed my riding. I feel safer. I feel better. It doesn’t feel like I am wearing knee pads!’ That’s when I knew we were doing something bigger.”
Advice for Women Who Want to Start Something
“It’s hard. You’ve got to be a little crazy,” Heidi laughed. “But if you love it, if you’re passionate, do it anyway. Make a plan. Keep updating it. And when people say you can’t, don’t listen.”
She compared building a business to a tough climb on the trail. “The first time you walk it. Then you make it halfway. Then one day, you’re flying up it. That’s what perseverance does.”
What’s Next for Moxie?
Heidi isn’t slowing down. Moxie just launched a new custom apparel program for teams who want modern U.S.-made kits. They’ve partnered with Pennsylvania’s Interschoolastic Cycling League’s GRiT (Girls Riding Together) group to feature young riders and celebrate their love of dirt. And creating a unique custom jersey for the league. They’re also sponsoring events like Thunder Struck at Thunder Mountain women’s ride in Massachusetts
“We’re always working on something,” she said. “New designs. New collabs. New ways to lift up this community.”
Moxie Is More Than Gear
It’s a mindset. A movement. And a reminder that when women build something with heart, it can change the game for everyone.
Look for Moxie Cycling in our July Summer Gear Guide, catch Heidi’s upcoming campaign collabs across social and print, and don’t miss our team reviews of the latest Moxie x G-Form gear in action.
Shop the look at moxiecyclingcompany.com
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