Introducing Dame Laura Kenny

It’s official. Dame Laura Kenny is a Sigma Sports ambassador. We are truly honoured and incredibly excited to be working with Great Britain’s most successful female Olympian.

This month will see Laura Kenny’s first ambassador appearance at the opening of the new Sigma Sports store in Letchworth Garden City on Saturday, 12th April. As part of the opening celebrations, Laura Kenny will be in conversation with journalist and presenter, Rebecca Charlton, for a Q&A session discussing her career, balancing family life and the position of women in sports.

Find out more about our opening event

Life as a professional cyclist

From the London 2012 to the Tokyo Games in 2021, Laura won five Olympic gold medals and one silver. Making her the most successful female Olympian in British history. Laura was named Team GB flagbearer for the Tokyo 2020 Olympic Games Closing Ceremony.

In the 2022 New Year Honours, Laura was made a Dame, and her husband Jason was given a Knighthood. It is still surprising to think that, if they were a country, Laura and Jason Kenny would share 22nd place in the list of gold medal-winning Olympic nations.

Kenny announced her retirement in March 2024.

Beyond Cycling

Since her retirement, Laura has continued to be a household favourite, she joined the BBC Sport team for Paris 2024 as a pundit, a role in which she was “Highly Commended” at the Sport Broadcast Awards.

Laura is passionate about using her voice to raise awareness of women’s health issues including miscarriage and ectopic pregnancy, drawing on her own experiences to help other women facing similar challenges.

In March 2025, Laura was appointed as President of Commonwealth Games England, becoming the youngest person to hold the position in the organisations history.

“I'm really excited to be joining the Sigma Sports family! It’s no secret that I have always strived to be the very best, so I’m delighted to be partnering with a brand that shares that same passion. We have some really exciting projects in the works, with the hope of inspiring more people to be active, get out on their bikes and experience the joy that cycling can provide.”

- Dame Laura Kenny