Juliana will no longer make bikes under its own name and is being integrated into Santa Cruz. If you ride one, your frame warranty carries over, only the contact changes. The bigger question belongs to everyone: what happens to the idea of women’s-specific mountain bikes?
The headline is short: Juliana is no longer producing bikes as a standalone brand and is being folded into Santa Cruz. The Juliana website no longer lists any bikes. The site itself stays up as a resource for past models, while Santa Cruz becomes the go-to for new bikes and customer support.
If there’s a Juliana in your garage, you’ve probably got two questions: what happens to my warranty, and who do I call when something breaks? The good news is that both have clear answers.
What Changes for Owners
The Juliana website now points riders to Santa Cruz for support, warranty and the brand archive. Existing frame warranties transfer to Santa Cruz. Your warranty doesn’t disappear, it just has a new home: Santa Cruz or your Santa Cruz dealer.
There’s another reason not to worry. Juliana bikes used the same frames as their Santa Cruz counterparts. The Juliana Maverick, for example, was based on the Santa Cruz Hightower. The differences came down to paint, shocks tuned for lighter riders, narrower bars, and women’s saddles and grips.
| “Your warranty doesn’t go away. It just has a new address.” |
| Quick Guide for Juliana OwnersWarranty: still valid. Your contact is now Santa Cruz or your Santa Cruz dealer.Model info: stays available on the Juliana website.Tech and parts: the bikes are technically Santa Cruz models. Spare parts such as frame parts run through the same platform. |
A Name With History
Juliana’s story starts in 1999, when Santa Cruz released a women’s-specific model called the Juliana, named after Juli Furtado. Santa Cruz claims it was the world’s first women’s-specific mountain bike. In 2013 the model became a standalone sister brand with its own lineup, and in 2015 Pon acquired Juliana together with Santa Cruz.
The formula stayed recognizable over the years: the same frames as Santa Cruz, paired with a suspension tune and contact points built around women riders. A side note: Juliana’s social media channels haven’t been updated since late 2025.
What Juliana and Santa Cruz Say
In its own statement, Juliana describes the move as a bigger stage to keep supporting women and femme riders. Santa Cruz says it will carry that commitment forward under its own name.
What We Don’t Know Yet
- Whether Juliana-specific spec such as the shock tune, bars and saddles, or the color options, will be offered under the Santa Cruz label is still open.
- How exactly Santa Cruz will continue its commitment to women riders, whether through teams, events or models, hasn’t been announced.
- There are no documented sales figures or reasons beyond the official statement, so we’re not going to guess.
What’s Left of the Idea
Why this is happening now can’t be pinned down beyond the official statement. What is clear: a name that has stood for women’s-specific mountain bikes since 1999 is going away.
The idea behind it doesn’t have to go with it. Technically, Juliana was about tuning and contact points: shocks set up for lighter riders, narrower bars, the right saddles and grips. None of that depends on a particular logo. Whether Santa Cruz will offer it going forward is exactly the open question.
Which brings it to you: do women riders need their own brands, with their own name, look and voice? Or is it really about better sizing and the right setup, no matter whose logo is on the down tube?
Tell us what you think in the comments under the YouTube video for this story on the Radical Life Studios channel. We read them, and we’ll pick up the conversation.
The Short Take: Open question: how will Santa Cruz carry its commitment to women riders forward?
Published by Radical Life Studios / MTB Report
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