Continental Tires Appoints Liz Walker as Global Athlete and Content Manager

Continental Tires has appointed Liz Walker as Global Athlete & Content Manager, reinforcing the brand’s commitment to athlete-led product development and performance storytelling on a global scale.

In her new role, Walker will lead Continental’s global athlete program and content strategy, overseeing relationships with elite teams and athletes across all disciplines of cycling. Continental works with a large portion of the pro peloton, including teams like UAE Team Emirates-XRG, and DH World Cup Teams like Continental Atherton Racing and Frameworks Racing and uses athlete feedback to refine products designed to perform at the highest level of the sport.

Liz brings a combination of deep industry knowledge, athlete-first thinking, and proven leadership in high-performance cycling. Her experience from grassroots to World Cup level gives her a unique perspective on what athletes need and how brands can support them in more meaningful ways.

Athletes are not just the face of our brand — they’re central to how we develop, test, and refine our products. Liz will play a key role in building those relationships and helping us tell stories that reflect our values and performance-driven culture – Kelsey Rollet, Head of Global MarCom Bicycle, Continental Tires.

Walker joins Continental following several years leading Liv Cycling’s and Giant Bicycles’ global race teams, where she built and managed World Cup XC, DH, and Enduro programs from the ground up, in addition to pioneering gravel privateer support models and managing triathlon privateers at the highest level. Her appointment also reflects a broader goal at Continental, with more women now holding senior leadership positions, part of a wider effort to bring diverse perspectives into product, performance, and brand strategy.

Liz brings a unique mix of grassroots experience, elite-level team management, and academic insight into sport leadership. Her journey began with a borrowed mountain bike on her 21st birthday. Within a couple of years, she was traveling the East Coast as a Liv demo driver, running events and training sessions out of a van, a role she still calls “the best job ever.”

For three and a half years, I lived out of hotel rooms and a Sprinter, traveling the East Coast with a van full of bikes, running demos, clinics, and retailer training. It was hands-down the best job ever. I eventually hit pause to finish my MBA at Western Carolina University (which was still outstanding from pre-Liv days), but Liv called me back in late 2019 to help manage the pro teams. Since then, I’ve built and led Liv Factory Racing and the Liv Racing Collective from the ground up, managed World Cup XCO and DHI programs, and now I’m the Global Athlete & Content Manager at Continental Tires.

Outside of work, I teach Leadership at Colorado Mountain College, chair the board for The Cycle Effect, and volunteer as a mentor with Uplift and The Cyclists’ Alliance. I’m also working toward my Ed.D. in Global Sport Leadership at ETSU – Liz Walker

At Continental, Liz now oversees a roster that includes athletes like 5-time World Champion Valentina Höll and a large portion of the pro peloton, including the UAE team. These riders don’t just represent the brand, they’re part of the R&D process. Tyres are tested, pushed to the limit, and refined based on feedback from the best in the world.

Her appointment reflects how brands are evolving, with athletes becoming critical contributors to both product innovation and brand identity. She is one of several women now holding key leadership roles at Continental, as the brand bucks a long-standing industry trend and invests in more diverse perspectives at the top.

Her leadership will support Continental’s expanding presence in competitive cycling, ensuring that the athlete program remains both world-class and fully integrated into the brand’s development and storytelling efforts.

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