Hannah Shell: Carving a Legacy in Gravel Racing

Words by James Ion - Photography provided by Hannah Shell

Racing for More Than Results

In gravel racing, where dust clouds swirl and the course is as unpredictable as the riders who line up at the start, Hannah Shell isn’t just racing—she’s redefining what it means to succeed. The results sheet matters, but for Shell, legacy matters more.

“I love racing,” she says. “But more than that, I love the idea of leaving the sport in a better place than I found it.”

It’s a mindset that has shaped her journey, from a road racer constrained by team structures to a privateer forging her own path. The shift wasn’t just a career move—it was a mission.

Breaking the Mold

Hannah’s transition to gravel wasn’t just about switching disciplines. It was about reclaiming control.

“My husband and I were exhausted by the rigidity of road racing,” she recalls. “We wanted more freedom, more time together. The traditional team setups didn’t allow for that, so we created something new.”

That “something” was a privateer program—a break from the team model that gave them autonomy over their schedules, sponsors, and racing priorities.

“The brands we worked with weren’t focused on road racing anymore,” she explains. “They wanted gravel. That shift suited me perfectly.”

But what started as a personal choice quickly became an opportunity to shape the sport itself.

“We realized we could be more than just racers. We could be mentors, storytellers, a bridge for those looking to enter the sport but unsure where to start.”

The Evolution of Gravel Racing

Gravel began as the antidote to rigid road racing—less structure, more freedom. But as the sport grows, so does its level of professionalism.

“At first, it felt almost casual,” Hannah says. “I loved the chaos of mass starts—it played to my strengths as a criterium racer. But gravel is becoming more structured, more competitive.”

The turning point? The introduction of the Lifetime Grand Prix.

“When Lifetime got involved, everything changed. Real prize money entered the equation, and that brought in ex-road pros, mountain bikers, and Olympians. The level of competition skyrocketed.”

The shift is both a challenge and an opportunity.

“Sponsorship isn’t just about podiums anymore,” she says. “Brands want athletes who can tell a story. The sport is becoming about more than just results.”

Sponsorship, Storytelling, and Sustainability

Hannah has built a career around resilience and adaptability—qualities that her sponsors value.

“I’m grateful for the brands that support us—Cervélo, Shimano, Garmin, Hunt Wheels—not just because they back our racing, but because they believe in the bigger picture. Professional cycling isn’t just about winning races. It’s about inspiring people to get on a bike, to believe in something bigger.”

That bigger picture includes expanding opportunities for other women.

“We’ve talked a lot about how to bring more women into our program. But there’s risk involved in asking sponsors to back riders they don’t yet know. We need to make sure we can deliver value for them before we pitch something bigger.”

Building a Legacy

Hannah and her husband, Jake, have long envisioned broadening their privateer setup, bringing in female riders under their mentorship.

“We want to support more riders, especially women,” she says. “I think it would make racing more fulfilling for us too. We’re not fighting for podiums anymore, but we could help someone who is. That would be incredibly rewarding.”

But expansion requires sustainability.

“Right now, we break even. We’re not making money from cycling, and that’s fine—for now. We do it for the experience, the travel, the relationships. But if we want to build something that lasts, we have to think bigger.”

Women’s gravel racing is growing, but financial backing remains a hurdle.

“There aren’t many pro road teams left, and the ones that do exist have limited spots. Gravel gives women another option, but there’s still work to do in terms of parity.”

The Future of Women’s Gravel Racing

Despite the challenges, Hannah remains optimistic.

“As the women’s field grows—with separate race starts and increasing prize money—so will the opportunities for real team dynamics,” she says. “Right now, gravel lacks the structured tactics of road racing. But that will change. It has to.”

Some loose alliances have already formed, but true team racing remains rare.

“We’ve seen glimpses—sponsor-backed riders working together. But it’s not the same as a full team strategy. There’s still a lot of independence in gravel, and that makes it unique.”

For Hannah, the unpredictability is part of the appeal.

“One day, you have the best race of your life. Next, a mechanical ends your chances early. That’s gravel. You have to be adaptable. You have to love the uncertainty.”

Chasing the Next Horizon

For now, her immediate goal is clear: Unbound, a race that has consistently tested her limits.

“It’s the one that suits me best—short, punchy hills rather than long climbs. I know I can do well there.”

But her ambitions stretch far beyond one race.

“I’ve always thrived on having more on my plate than most people. I work as a project manager alongside racing, and that balance keeps me grounded. But I know that when I stop competing, a remote job won’t be enough. That’s why building something lasting in this sport matters so much to me.”

The road ahead is uncertain, but Hannah is undeterred.

“We don’t want our careers to end when we stop racing. We want to leave something behind—something that gives other women the chance to thrive.”

As another season unfolds, one thing is clear: Hannah Shell isn’t just racing for herself. She’s racing for the future.