Sigma Sports, a premium road, gravel and triathlon retailer, announced the appointment of Dame Laura Kenny as ambassador for the 2025 season last week as it prepares to open it new branch in Letchworth.

Dame Laura Kenny, Great Britain's most successful female Olympian, will be part of Sigma Sports' roster of events and ride outs as well as the celebrated Cafe Ride and Unplugged Podcast series.

This weekend will see Dame Laura Kenny's first ambassador appearance at the opening of the new Sigma Sports store in Letchworth Garden City on Saturday, 12th April (sign up here)

As part of the opening celebrations, Dame Laura Kenny will be in conversation with journalist and presenter, Rebecca Charlton, for a Q&A session discussing her career, balancing family life and position of women in sports.

Dame Laura Kenny comments: "I'm really excited to be joining the Sigma Sports family! It's no secret that I have always strived to be the very best so I'm delighted to be partnering with a brand that shares that same passion. We have some really exciting projects in the works, with the hope of inspiring more people to be active, get out on their bikes and experience the joy that cycling can provide."

Throughout the year, Dame Laura Kenny will also be presenting the latest kit guides, bike upgrades, training plan ideas as well as covering the latest in women's cycling.

James McEuen, CEO at Sigma Sports: "We are hugely excited and honoured to be working with Dame Laura Kenny, one of Britain's most successful athletes and a trailblazer in cycling, to bring our community ever more inspiration, viewpoints and insights into the sport we all love."