Justin Williams

Justin Williams is a professional cyclist and entrepreneur. He is known for his achievements in criterium racing and for co-founding the cycling team L39ION of Los Angeles alongside his brother, Cory Williams. This team was established to promote diversity and inclusion within competitive cycling, aiming to create opportunities for athletes from underrepresented backgrounds and to make the sport more accessible.

Williams’ career progression demonstrates a transition from a skilled athlete to a strategic leader in the cycling community. He has accumulated numerous victories in professional races, particularly in the criterium format, which involves high-speed, technical racing on short circuits. Beyond his personal athletic accomplishments, he has focused on building a team that functions as more than just a sports entity but also as a marketing platform. His work with L39ION of Los Angeles has involved securing significant brand partnerships and leveraging storytelling to engage a broader audience, thereby expanding the reach and appeal of cycling.

This approach has allowed Williams to influence the sport beyond his racing performance. Under his leadership, L39ION of Los Angeles has gained recognition for its competitive success and its unique operational model. The team has engaged in collaborations with various brands, spanning from cycling apparel and equipment manufacturers to broader lifestyle companies. These partnerships underscore Williams’ ability to combine sporting excellence with strategic business development, creating a sustainable model for his team and contributing to the ongoing transformation of American cycling.