Inside SRAM’s DEI Revolution: How Angela Craft Williams Is Changing Cycling from Within

When Angela Craft Williams joined SRAM as Vice President of Talent and Inclusion, she wasn’t looking to join a cycling company — she was looking to join a movement. What she found was an industry ready for change, and a global brand willing to lead that transformation.

On the Ride To Success Podcast with Pedro Couto Lopes, Angela shared her personal and professional journey — one that began with a painful lesson in bias and evolved into a lifelong mission to open doors for women, people of color, and underrepresented voices across industries.

“At that moment, I realized that life isn't always fair, that sometimes people have perceptions about you before and even after they get to meet you. And I wanted to be able to make it as best a level playing field as I could.”

That early experience — a college friend’s mother closing the door on her after realizing Angela was Black — became a defining moment. It planted the seed for a career centered on advocacy, empathy, and structural change.

🎧 Whether you’re a cyclist, entrepreneur, or someone looking for inspiration—this episode will move you.

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