My good friend, and contributor here- Sarai Snyder– recently wrote an excellent Guest Editorial in Bicycle Retailer and Industry News (BRaIN) in the February 1st issue. I liked it so much, and felt it valuable enough, that I reached out to both Sarai and BRaIN for permission to run the full editorial here. There are many great points in the piece, many things I have felt and said for years, but I lack the genuine credibility on the topic that Sarai has.
We, the cycling industry, have done so little to really grow and support women in cycling- historically speaking. It IS getting better, and more women are holding important roles within the industry (which is a long overdue trend), but there is so much more to be done… and Sarai’s piece does a lot to help explain how easy some of those steps can be. It’s not just about the products, which we’ve done a reasonably good job of creating. There’s more to it, as Sarai points out.
With the industry in desperate need of growth and “new” consumers, women are an important part of our collective futures… so if you didn’t read the editorial in BRaIN, please give it a read now.
How to create a female following… and why you should care.
Women are the fastest-growing segment in the cycling market. More and more are hopping on bikes everyday, but retailers sometimes find it difficult to connect with female customers. By creating a comfortable environment for women to shop, learn and advance as cyclists, your business can become a natural hub for women who ride bikes. Surprisingly, that might not be as hard as you think.
Here are a few tips on how to create, develop and maintain a loyal female following:
1. Get to know the female cyclist. Much more than just another rider, women are a huge asset in building a strong cycling community. Women are more socially and locally aware. As natural communicators, we like to build communities focused around our passions in personal networks and online, sharing stories and empowering one another toward our greatest goals. For these reasons, female cyclists are rarely created individually, but in groups of two or more. One new female customer can mean several, making us an extremely valuable market to reach. Women are motivated to have a positive community impact and therefore likely to get involved in local events and advocacy—another great reason to encourage more female ridership.
2. Make a connection. A good relationship with a female customer starts by making a connection. Recognize that women are not the opposite of men. As cyclists, we want the same things: great bikes, gear, places to ride and people to ride with. Women who ride bikes are just as diverse as their male counterparts in bike needs and interests. Finding that commonality is the first opportunity to turn a casual female shopper into a loyal customer. It starts with having a conversation and asking questions. As with each person that walks in the door, getting to know what sort of rider they are, their goals and challenges, you can meet them where they are and take them where they want to go.
3. Build community. Since women are socially motivated, having a healthy community in and around your shop is essential. Women’s nights have been hugely successful at many shops. These events provide an exclusive opportunity to get women in the door, introduce products and provide education. Lessons on flat repair and drivetrain cleaning are basic, necessary skills that all cyclists need to know. Many women have had less exposure to tools and often are not expected to be as mechanically adept as men. So offering education in a non-threatening environment is highly productive. Once women learn some basic skills they will feel more comfortable at more inclusive cycling events and rides. Women’s nights also provide the opportunity to meet and find riding partners. Following it up with a regular group ride is an excellent way to keep the momentum going, making your shop a gathering place for female cyclists. As friendships develop, so will your community.
4. Have at least one female on staff. Seeing another female in the shop will make a woman more at ease the moment she walks in the door. A female employee is also invaluable in bringing balance and diversity to your business. Additionally, her observations can lead to candid conversations on improving shop etiquette, especially when dealing with female customers. If you find it challenging to hire a female employee, consider searching out a woman to be your ambassador in the community, assist with events, lead group rides and be a sounding board for effectively reaching out locally. These women are usually thrilled to assist in making purchasing decisions for women’s-specific gear and bikes.
5. Lastly, have women’s gear on the sales floor. For many shops this is a chicken or egg scenario. Which comes first, stocking women’s gear or having more women ready to buy? This can be a fine balancing act, but taking care to grow the community and the gear offerings equally over time is a winning combination. Loyal customers who feel well supported and respected are often willing to wait for special orders. Reaching female customers is only marginally related to the products you carry.
As mothers, teachers and caregivers, women have the greatest influence on future generations. Attracting and developing more female riders is our opportunity to push cycling into the mainstream, thus leading to safer, stronger cycling communities. Improving the bicycle retail experience for women is essential for causing this shift and ensuring the sustainability of the industry we all know and love.
I love my “job” here as the Chief Kool-Aid Dispenser! I get to “work” with some of my favorite people on the planet, some of the sharpest minds I know, and just genuinely good people. A perfect example of that is our newest contributor, who happens to also be a good friend of mine (though she can be a troublemaker- “she started it”)- Sarai Snyder. Sarai is one of the most genuinely passionate advocates I have ever encountered in cycling, but when it comes to women in cycling, I don’t think I’ve ever met anybody more passionate, or knowledgeable. That’s high praise indeed, given the exemplary women I know in this world of cycling. And, I’d be willing to bet that all the other women I know, would agree with my assessment.
Sarai is genuinely one of my favorite people in the world of cycling, and on that same precious list outside of the context of cycling. She’s kinda the ginger-haired, freckled little sister I never had. And if she doesn’t stop touching my stuff and get out of my room, I’m gonna yank her pigtails!
As is the tradition here, I’ll let Sarai cover her own intro… if for no other reason than the fact I absolutely LOVE making all of my contributors talk about themselves in the third person voice.
Growing up in the hills of Kentucky, rolling around on bicycles meant riding on anything other than paved roads and cement sidewalks. At the age of 10, with her younger sister Tamar by her side, Sarai would bomb down steep hillsides and launch off homemade jumps.
Several years later, on her new-to-her Barracuda, she found that mountain biking was what she was born to do. Some say, in 1994, when she went out for her first mountain bike ride, she never really came back.
In 2005, Sarai became intimately involved with one of her local bike shops and soon took on the role of manager. The shop noticed an immediate shift. The number of women showing up for group rides and making purchases grew substantially.
Seeing the importance of community involvement in building the local cycling culture, Sarai started working with local advocacy organizations and later co-founded Queen City Bike, now Cincinnati and Northern Kentucky’s non-profit cycling advocacy organization. With an education in fine art, Sarai felt she had finally found a practical application for her creative skills, bringing a fresh perspective to actively encouraging more cyclists.
Taking the knowledge and experience she gained in Kentucky, Sarai moved to Boulder, Colorado where she founded Girl Bike Love. Recognizing the need for a larger women’s cycling community, the mission of Girl Bike Love is “to educate and empower women in cycling”. With such a simple mission, the online community has grown beautifully, connecting women all around the world.
With the support of this passionate group of followers, in the spring of 2012, CycloFemme – A Global Women’s Cycling Day was launched. In just 9 short weeks, 163 rides were registered in 14 countries. In 2013 those numbers grew to 229 rides in 31 countries.
Sarai loves every aspect of cycling and is constantly challenged to decide which discipline she loves most. Outside of running Girl Bike Love and CycloFemme, Sarai spends most of her time consulting for cycling companies, writing, and riding.
Perfect! Third person… I love it.
Now it’s time to prove just how damn smart she is.
We, as an industry, need to read these words and really chew on them and digest them. There IS a Revolution, and it IS here now; how are WE going to be a part of it? If you’re on the outside looking in and trying to “figure this out”, you could learn a lot by getting involved and listening. LISTENING. Small word, big concept.
While most of the cycling industry spent their time at Interbike ogling fresh lines and paint schemes, fumbling new gadgets, trading stories with old friends, searching out the next best happy hour, and hand counting the number of consumers they personally witnessed on day three, a notable revolution was taking place in a cozy little corner of the showroom floor with comfy couches, pillows, velvet stools and gasp – WOMEN.
Throughout the three day show the Women’s Lounge hosted by the Outdoor Industry Women’s Coalition (OIWC) was abuzz with momentum.
Women from all over the industry came together in quiet little game changing meetings while most others quietly strolled on by.
As the cycling industry continues it’s pursuit of “What Women Want” they largely fail to ask, listen, watch and learn from the very demographic they are trying to reach. Most will read this article, snicker and point fingers.
We all know it’s true. Many will say “We are being innovative, we listen, we like women, look here, we have an entire line of amazing women’s products”.
And while amazing products are much appreciated, this is exactly when it becomes clear who is missing the boat.
The answer to attracting the female consumer is only marginally related to product. Women are not the opposite of men. Women are riders, cyclists, mountain bikers, roadies, commuters, huckers, bmxers, fixies, pros, messengers, bike tourers, and track racers just as men are. Our gender does not change the fact that as such we want bikes and gear that fit well, function flawlessly, look good and make us feel even better. We want great places to ride, great bike shops and mechanics to care for our bikes, and great events and races to participate in.
Above all, as women, we want to be supported and acknowledged as equals, not physically the same, but as riders, racers, consumers and leaders. In turn, we use our buying power and our social influence to vote for the companies that are doing just that.
There is an emerging core of women in cycling that are creating strong partnerships, with great ethics, professionalism and powerful leadership. We are being innovative in our relationships, aligning with non endemic partners. We are working together to actively, strategically, and effectively attract more women to cycling.
So why does this matter to you, to your brand, to the cycling industry as a whole?
Because we have the women’s cycling market at our fingertips. And contrary to traditional marketing set forth in the industrial or marketing economies of the past, as Seth Godin suggests, “we are living in a connection economy”. Today, branding and marketing strategy hinges on the emotional connection.
By proudly supporting and investing in women’s cycling organizations, initiatives, and individuals that are directly cultivating the women’s cycling community there is a special opportunity to create lasting, authentic, emotional connections with female consumers.
The question is no longer “how do we attract more women to cycling?” but “how do we support those who are?”
Next time the opportunity arises to engage with the leaders of the women’s cycling revolution, take the time to create that emotional connection, to listen, to ask how you can show your support, and above all to say ‘thank you’.
The revolution is not about quicker shifting, cleaner cable routing, lighter, stronger, faster bikes, wheels, shoes or helmets. The revolution is not a product, the revolution is women in cycling.
Short and sweet… a lot like Sarai herself.
Are YOU… are WE… a part of the Revolution, or watching on the sidelines worrying about the restless masses? As you evaluate your marketing dollars (as I look at my own), consider the possibility that you might effect actual sales of your products/ services by supporting a growing customer base that is clamoring for your simple acknowledgement of their existence.