Introducing: Aster Cheng

Welcome to CCC Introduces, our series spotlighting the diverse range of contributors giving their time and energy to Cycling Culture Club.

Where are you from: The Netherlands

Where do you live: Amsterdam

Are you part of a Club/team: @noordinarywomen.cc

Socials: @asterstc

Tell us about yourself.

I'm Aster, originally from the Netherlands with Singaporean roots. I discovered cycling about seven years ago when I first began working in the cycling industry, and I have been part of it ever since. Today, I work as a freelance marketing and branding professional. I am a passionate road and gravel cyclist and the co-founder of No Ordinary Women Cycling Club (NOWcc), a women’s+ cycling community in Amsterdam where the focus is on community, representation, and elevating women+ in cycling.

What do you love about cycling

I love everything from the small conversations to the big, soul-searching ones. I love watching the landscape shift as the kilometers roll by, riding through every season, and finding that meditative flow on the bike. I love the coffee stops and cakes, the friendships formed on the road, and the freedom to push hard or take it easy depending on the day.

What barriers have you faced in cycling

I rarely join social rides outside of the ones we organise with NOWcc. Too often, I have felt overlooked in mixed groups. For instance, being passed after every corner or having someone insist on taking over if I do not match their power when restarting after traffic lights can be exhausting. It makes me feel unwelcome and hesitant to return. I know some clubs are working hard to improve this, but often the format and the lack of clear expectations make it challenging. Having clear rules and communication up front would

make a real difference.

Why were you interested in contributing?

I have been following Cycling Culture Club for some time and love what Miles is creating with the platform. I felt an immediate connection to its values and vision. When I saw the diversity of contributors already involved, I knew I wanted to be part of it and share my perspective too.

If you're comfortable, tell us about your personal experience of diversity in cycling

I have faced situations in the industry where people assumed I lacked understanding of the 'technical' side of cycling and disregarded what I had to say. One instance in particular has stayed with me: during a conversation with a representative from a nutrition brand, he spoke only to my male colleague and completely ignored me. I had done my research, read articles, listened to podcasts, and was even training for the Traka at the time so I had a clear understanding of nutrition, more so than my male colleague. That experience made a lasting impact and reminded me why representation matters.

Your fondest memory on the bike

I have so many. From breathtaking golden hour sunrise rides, to riding on Second World War military gravel roads in Austria, an offroad trip that was full of type 2 fun but remains one of my most unforgettable experiences.