TRAILBLAZERS LIGHT THE WAY
In 1999, Santa Cruz Bicycles debuted the “Juliana” model: The first women's-specific mountain bike. Named after Juli Furtado—one of the fiercest mountain bikers of all time, World Champion, and trailblazing advocate—it was a groundbreaking moment for the sport. By 2013, we recognized that there was more to do to encourage women to experience the best of mountain biking, and expanded the offering from a single model into a full standalone sister brand. The aim was to deliver the best mountain bikes to female riders around the world, and create a network that would inspire women to join us on two wheels.
THE NEXT CHAPTER
It’s always been more about the rider on the bike than the name on the downtube. Juliana’s goal was to create a space for women to be seen, heard, and recognized. We don’t think it’s absolutely mission accomplished, but we believe that now is the time to bring our sister brand into the same tent, and solidify that space for the future. So while Juliana branded bikes will no longer be produced, this next chapter gives us an even bigger stage to celebrate and support women and femme riders everywhere.
Same Ride, New Place
You’re still exactly where you belong. This website holds everything you need for your current Juliana. And when you’re ready to explore what’s next—whether that’s a new ride, a warranty claim, or a look back through our archive—you’ll find it all waiting for you over on the Santa Cruz site.
Your support, your warranty, your connection to the brand—it’s all still here. Just in a new place. The Juliana spirit isn’t going anywhere. It lives in every rider, every trail, and every moment you choose to show up and ride.
We’re so glad you’re here. And we can’t wait to keep riding forward—together.
