Brand Ambassadors

Social Cycling

Authentic people living their best Schwinn lives. Our brand ambassadors are all about inspiring others to get out and enjoy cycling. From rugged trail rides to chic café crawls -there’s always something happening when you ride with Schwinn.



Matt Armendariz is a food photographer, stylist, author, and art director and Zumba® Instructor based in Los Angeles, California. He’s written two cookbooks and contributed photographs to over 37 titles. He believes life is too short not to get outside and dance, ride, or walk…whatever moves you!

“Being a Schwinn Ambassador is such an exciting opportunity to promote a beloved brand that’s been a part of my life…it was my first bike! Being a Schwinn Ambassador also provides a platform to share my passion for exercise, the great outdoors, and to focus on the joys and benefits of biking.”

Follow @mattarmendariz


Alicia Hazen is the owner and founder of the lifestyle blog Madtown Momma. She writes about Midwest living, motherhood, and fashion -- with a specific emphasis on businesses owned by locals, women, and BIPOC throughout the Madison area and beyond.

“I am so excited to be partnering with Schwinn as a 2023 Ambassador! Schwinn bikes were always a part of my childhood, and now I want to ride with my son too. I want to be able to ride with him to the park, to friend's houses, to community festivals in our neighborhood, and more. I look forward to sharing our family biking adventures thought the year!”

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Shannon & Gerry

After years of owning their own business and working 24/7, Shannon and Gerry Arner decided to make a big change: they sold our house, downsized, and moved to the coast. Now they’re all about living life to the fullest and inspiring others to do the same.

“We are thrilled to partner with Schwinn as ambassadors because we love their adventurous spirit. We both value being active and enjoying the outdoors. Schwinn is a trusted name that has been around for generations, and we look forward to lots of adventures together!”

Follow @arneradventures

Melissa & Katie

Melissa and Katie of Everyday M&K are a blogging duo from Madison, WI. They are 30-something moms, wives, and friends that share fast and easy healthy recipes, affordable fashion finds, and everything in-between.

“We are so excited to partner with Schwinn as we both value movement and active lifestyles. Our families love to spend time together and biking is one of our favorite activities, so it was a natural partnership. Oh, and we love that they are local!”

Follow @everydaymandk


Peter Kraus was born and raised in Madison, Wisconsin, Peter has always been passionate about fitness and the great outdoors. He loves to explore the trails and commute back and forth to the four gyms he owns. Though he admits to taking cold and rainy days off.

“Biking has truly been a part of my life since the beginning and will continue to be for many years to come! Thanks to my partnership with Schwinn and their e-bikes, I’ve even been able to get a few rides in with my parents for the first time in my adult life.”

Follow @peterkrauswi


Lacey Henderson is a cancer survivor, a Paralympian, an American Record Holder, and a performance psychology practitioner. She has combined her love for sport with advocacy and mental health, helping athletes and non-athletes alike.

“I wanted to be a Schwinn ambassador because re-learning how to bike again was a really hard obstacle for me. Fast forward to today, and Schwinn has bikes that make the activity much more accessible - something I truly believe can be made for EVERYBODY.”

Follow @laceyisyourfriend