Event Wrap-up: She Cycles

There was a time when I experienced a sense of unease entering a bike shop. Although I was a strong rider, I did not know the first things about using a multi-tool or how to determine a good pair of shorts from a cheap pair. I had this nightmare of a vision that I would ask a simple question and suddenly find myself standing under a floodlight surrounded by a ring a wrench-wielding mechanics and smooth-legged salesmen stunned by the stupidity of the question. On a happy note, insecurity became the fuel that nourished a personal pursuit to understand these things. But how do other women cope?

When I could have used it most, I do not recall ever hearing about a workshop just for women or I might have jumped at the chance to take one. That is precisely what 50 women did when Down Wind Sports in Marquette, MI., hosted a weekend-long cycling event specifically for women. With the help of the local women’s cycling club, She Cycles, and Giant For Women, the ladies in the Marquette area were provided an opportunity to access cycling equipment, apparel, and technical information in a non-shop environment. Headquartered at a lakefront hotel, Jill and Mel from Down Wind set up a “mock shop” which they filled with causal apparel, sandals and hand bags as well as the latest in high-tech cycling and sports apparel, shoes, helmets and gloves. They also included a section with saddlebags, multi-tools, patch kits and tubes. To connect attendees with the shop, Mel gave an excellent presentation about the types of clothing available, explained the benefits of certain fabrics and when to use the item. She covered a rider’s needs from head to toe and answered many questions from wicking materials to choosing a chamois. The cash register reflected the effectiveness of her high-tech fashion show – a 40% increase in sales for the weekend. It would appear that, as soon as the women understood the relevance of many of these products there were no longer any lingering doubts regarding the necessity of cycling-specific gear.

Having women-specific demo bikes available on Saturday and Sunday during the groups rides and skills clinics allowed Jeff Stephens to drive home with an empty trailer - every women-specific demo bike he had sold during that weekend. When the demo fleet ran out, bikes continued to move the following week. What happened, you might ask? When a rider has a chance to test a bike on real terrain versus a parking lot or street a well-designed bike can sell itself. The same could be said for apparel that is made from excellent materials, is stylish and available in appealing colors. Thoughtfully constructed equipment can be an easy sell… for the experienced buyer.

But I believe there was an additional factor at play. At the hotel, the ladies gathered in a large room lined by windows, a room flooded with natural soft light. They had access to mineral water, fresh fruit, and plenty of seating. They could sit and talk or casually browse through the well-stocked mock shop. Women were available to explain bike technology, trail skills, basic maintenance, and expose the true value of pricey sport/casual garments. Mel, Jill and I found ourselves continually answering questions, demystifying information, and making solicited recommendations. The environment made the difference.

Statistically, women do most of the spending in their household, even if they are not the primary breadwinners. Women know how to shop. Am I right? So then, why don’t women gobble up every piece of women-specific equipment available through their local bike shop? Maybe it’s the environment, or lack of one that allows a female to feel comfortable. As Down Wind Sports cultivates the connections made over the weekend, women empowered by the event experience may frequent the shop; the event itself could be a threshold, a gateway for women into the world of cycling.

Jenny