02/02/2026
CO-FOUNDER PROFILE
JOANNE BADENHORST
Founder & CEO Tread Femme
Joanne Badenhorst has spent more than three decades deeply embedded in South African cycling, contributing across racing, media, team management, skills development, and women’s advocacy. Her journey began in the late 1980s, racing league road events in KwaZulu-Natal before moving into leadership roles, including serving on the Natal Cycling Union and the organising team for the South African Road Championships. She also gained early hands-on experience across multisport and mountain biking through organising triathlons and working as a soigneur for KZN riders at the iconic 1991 Fat Tyre Festival in Sedgefield.
As mountain biking grew, so did Joanne’s involvement. She began riding off-road in 1991 and went on to compete in many of South Africa’s major one-day and stage races. Her passion for the sport expanded into professional management when she took on the role of team manager at the Absa Cape Epic. She has also taught MTB skills, helping riders, especially women, build confidence and competence on the trails. Professionally, Joanne has spent over 30 years in cycling media, contributing to Ride Magazine, Tour Magazine, and later co-founding TREAD Media in 2009, which has since become one of South Africa’s most trusted independent mountain bike media brands.
Recognising the challenges facing women in mountain biking, she founded Cycle Lab Active Women in 2018, creating a non-intimidating, social riding community that significantly expanded opportunities for women riders in Gauteng. Her work and insight in this space led to her appointment as the Women’s Commission representative for Mountain Biking South Africa, a role she has held for the past two years. Driven, motivated, and deeply passionate about making a positive and lasting impact, Joanne brings far more than cycling experience to the table, she brings decades of leadership, advocacy, media expertise, and a lifelong commitment to growing mountain biking, especially for women.
