21 Ambassadors is a sponsorship deal for dedicated bike commuters who have the skills and passion to assist other commuters and spread the good word. Ambassadors receive shop purchase discounts, a mobile tool kit and roadside repair training sessions. These commuters aren’t just in it for the perks though, as they have to apply yearly and remain committed to following all the rules of the road, stop and assist cyclists in need, and finally gather 10 hours of volunteer work over a 3 month period.
You can follow the work of the Ambassadors at their blog where they discuss moments they stopped to help cyclists in need and other topics. I know Giant has also instituted a similar “commuter sponsorship” program, but feel free to add a shop that has done the same in the comment section.