What's in a name?

At Fierce, we like to get to know you, and we want you to get to know us too. So we thought, what better way to start than with our name?!

When it comes to answering the question posed in this article, we believe the answer is, “everything!”. So, grab a cuppa and, if you're sitting comfortably, I'll begin...

Why Fierce?

Now, truth be told, the concept for our beloved brand came a good few months before the name. We had been working on some ideas during this time and were searching for something that truly conveyed our values. Originally, Fierce was going to be F.L.O. (for ladies only). That was until a friend told me it made her think “menstrual cycle” and, whilst we are certainly a period-positive bunch at Fierce HQ, this wasn’t the kind of ‘cycle’ we were aiming to be associated with!!


“The combination of a positive mental spirit, bold words and unapologetic actions used collectively”

We love this definition.

We wanted to choose a brand name that would represent all of our fellow female shredders, in whatever stage you are at on your MTB journey. One thing we didn’t need a survey to tell us is that you are Fierce - you don’t get yourself up and down those trails on fairy dust my friend, oh no!

Positive mental spirit – ✅ check

Unapologetic actions – ✅ check

Bold words? Errrmm...yup!! - ✅ check!

At Fierce, we’re on a mission to improve the mental health and wellbeing of women around the world through mountain biking. Of course, we can have days when we feel anything but Fierce and, for some, it might not be our natural go-to but that’s not what matters.

What matters is that we are there for each other and that we support each other. That we build each other up, not tear each other down. In a world that so often seems full of negativity and fear, Fierce is a brand built on empowerment, on community, and on badass chicks doing their thing (ahem...that’s you 😉).

I want to share with you a quote we discovered whilst creating Fierce, a quote that resonated so strongly that it now adorns our office. Whenever things are getting tough (as they often do), I look at it and allow the words to percolate. It never fails to give me the strength I need and I hope it may be a source of strength for you too if you ever need it.

“And one day she discovered that she was fierce

and strong, and full of fire

and that not even she could hold herself back because her passion burned brighter than her fears.”

~ Mark Anthony ~

Should you ever feel less than fierce my friend, remember these words. Print them off and stick them on your wall. Read them, take a deep breath and say to yourself, “I. AM. Fierce.”

.....And then go out there and be the kick-ass woman you were born to be. 👊

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Women's Mountain Bike Clothing