marketing and media CAN shape the culture of mountain biking so it is more inclusive, welcoming and open to all genders.
Why do we need Gearing Up!
Mountain biking continues to be dominated by men, and is perceived as ‘off the radar’ for many women+ and girls. One of the main reasons is because of its image. Although significant inroads are being made in opening mountain biking up to marginalised groups, research finds that women+ are painfully aware they are participating in a ‘male’ sport. This affects how women engage - how they spend their money, and how much they enjoy the sport. Mountain bike media and marketing have an opportunity to demonstrate that mountain biking is a place women+ belong.
Gearing Up! is designed to help drive change in the representation of women+ in mountain biking because of the vital role this plays in fostering an inclusive, welcoming and open culture. This toolkit is therefore for anyone working in mountain biking marketing or media, from brand owners and managers to copy editors, journalists and reviewers.
The business opportunity
Understanding how to help women+ connect with mountain biking represents an unmissable business opportunity. When people connect with a lifestyle sport on a deep, long-lasting level, this of course means they will spend a lifetime investing in their participation
Around a third of women+ who mountain bike are well off and have money to spend.
Women+ are keen to spend on new kit, including bikes, for their mountain biking, perhaps even more so than men. E-bikes represent a huge opportunity for the women’s market.
Women+ are spending money on experiences and events rather than in retail, demonstrating they have cash to spend but are drawn to events and services not products. Women+ represent only 15-20% of retail sales but up to 40% of mtb holiday customers.
63% of women+ want to do more events. Numerous women+-only off road cycling events, or those with strict quotas for 50% women+, have sold out.
Women+ mountain bikers are avid consumers of media and contributors to social media. They hunt out relevant women+-led content, contribute their own stories and connect with others. Particularly, women+’s use of social media has given rise to an increase in thriving women+-only and women-led communities of mountain bikers.
Sources available on request.
Understanding women+’s experiences and transforming the representation of mountain biking to be more inclusive is great for business.