Hera Project Team Principal Christine White has called North Wales home for nearly 30 years. In that time, she has witnessed firsthand the challenges the region faces in developing and sustaining sport. Since the pandemic, participation has struggled to recover, with fewer new athletes entering the sport and opportunities continuing to diminish.

​

With the number of junior and female cyclists at an all-time low, Christine believed the time to reinvigorate the sport was now

​

The Hera Project was founded with a clear mission: to empower women both on the bike and behind the scenes, and to drive meaningful cultural change in cycling from elite level upwards. What has become evident is that the Hera approach, collaborative, inclusive, and development-driven, can benefit all levels of the sport.

​

Expanding the Hera Model in North Wales

​

The Hera Project is extending its proven framework to focus on women’s and junior (U23) cycling in North Wales. The goal: to build an inclusive, development-focused environment that follows Hera’s core principles of emboldening women in cycling.

​

This initiative creates a clear pathway from beginner to elite, supporting both athletic and leadership development.

​

At the heart of that vision lies our next exciting chapter: Venedoti Velo.

​

Introducing Venedoti Velo

​

Named after the ancient Kingdom of Gwynedd (“Venedotia”), Venedoti Velo will be the new road cycling club for women and juniors/U23 in North Wales.

​

The Venedoti vision is clear: to create a progressive, community-driven club that develops riders, coaches, and leaders through a connected pathway.

​

​Starting in April 2026:

​

Hera Ride powered by Venedoti​

​

A weekly closed-circuit session for girls aged 12+ and women, designed to help riders learn to love cycling.

​

These sessions combine skills, fun, and social engagement and is an ideal setting for all levels of riders to enjoy the benefits of a safe, traffic-free environment with expert guidance and support. Also, a fantastic opportunity for mothers and daughters to grow in the sport together.

​

Pathway: Progression to Venedoti Velo for juniors or Hera Development for women seeking more structured, competitive training.

​

Hera  Development  powered by Venedoti

​

Running alongside Hera Ride, these sessions provide a performance-focused environment for women and girls aged 12+ who want to improve fitness, develop racing skills, or compete. They also offer an extra training opportunity for junior girls within Venedoti Velo.

​

Pathway:

​

Progression to Venedoti Velo (Juniors/U23) and potential guest or race opportunities with Hera Elite.

​

Venedoti Velo

​

A junior (12+) and U23 club open to both female and male riders, Venedoti Velo offers weekly,  performance-focused sessions, built around race craft, skills, and development, catering for a broad range of experience .  With a healthy focus on broadening rider's racing experiences across the UK, the goal is for Venedoti Velo to reach a level where it can compete in national team events such as the Youth Tour or Junior Tour of Wales. At this level Venedoti will enjoy the full race-day and technical support of Hera Elite.

​

Pathway:

​

Female riders can progress to Hera Elite; male riders will benefit from the same high-quality coaching and structure that defines Hera’s philosophy.

​

Hera Elite

​

Operating independently, Hera Elite offers opportunities for riders approaching elite standards, while also providing a two-way pathway for staff development and mentorship.

​

​Our Vision

​

Together, The Hera Project through Venedoti Velo, and Hera Elite, form a complete ecosystem. One that empowers riders, develops coaches, and strengthens the future of cycling in North Wales.

​

“From first ride to elite race — Hera is here to lead the way”

​

​

​

​