From global events to community experiences, we bring brands to life.
Creating Experiences That Connect People & Brands
Our Approach
We believe the most impactful events go beyond logistics — they create meaningful connections between brands and communities. Our approach combines strategy, creativity, and on-the-ground execution to deliver experiences that resonate long after the event ends.
The result? Events that feel authentic, spark conversation, and strengthen relationships — not just between brand and audience, but within the community itself.
Zwift Community Live
Zwift Community Live transformed the spirit of online riding into an immersive, real-world experience in Mallorca for cyclists around the globe.
Client
Zwift, Inc
Year
April 2025
Work
Led end-to-end management for Zwift’s flagship community event, bringing 300+ athletes, partners, and leaders together.
Developed and managed budgets, logistics, and risk protocols.
Input on creative assets: signage, branded apparel, swag, and on-site presence.
Coordinated partners and speakers including Pedal Mafia, Wahoo, Canyon//SRAM, Alpecin-Deceuninck, Kristin Armstrong, Chris Hoy, and Matt Stephens.
Oversaw on-site delivery, guest communications, and staff alignment and post-event experience surveys.
“I’ve known Michelle for nearly 5 years and have always admired her professionalism, creativity, and steady leadership under pressure. Bringing her back as project lead for Zwift Community Live was an easy decision. She combines deep brand knowledge with world-class organizational and marketing skills, creating an event experience that exceeded every expectation!”
— Steve Beckett, Zwift, Inc.
Tour de France Femmes and Paris-Roubaix Femmes avec Zwift
Showcasing Zwift on the global stage as title sponsor of women’s cycling’s biggest stage race and one day race.
Client
Zwift, Inc.
Year
July 2022
Work
Directed Zwift’s inaugural activations for the Tour de France Femmes and Paris-Roubaix Femmes avec Zwift, delivering a seamless global and on-the-ground presence.
Designed and launched the integrated marketing campaign across all platforms.
Produced in-game events alongside live race coverage.
Managed on-the-ground brand booth in Paris and stage-by-stage staff coordination.
Oversaw social media branding and real-time activations during the Tour.
“We've worked with Michelle for over two seasons. Running a small business is no easy feat and there are an impossible number of hats to wear. She willingly jumped in to support where we needed, also assisting in developing processes that she saw needed to be filled and also representing our brand face-to-face with partners. As a small business owner, that's invaluable!”
— Whitney Allison, Bike Sports / FoCo Fondo / Friends of FoCo Fondo