Emmy Tither, 22, a former cycling instructor says: "Marketing for women should be done in the same way it's done for men. I wish it wasn't about being traditionally girly and making women look good in a heteronormative sense. I find it frustrating."But since women are clearly buying the stuff in growing numbers, perhaps those marketers know what they are doing?
Marigold Hughes, 33, theatre producer and education manager, has cycled for eight years and was introduced to bikes by male friends and relatives. She doesn't choose women-specific products or women's frames and feels there should be a unisex approach to marketing and cycling products.Ah. Of course. It's not enough that you simply chose something else, everyone else shouldn't have to do that!
They should be freed of the awful responsibility of having to make the choice you made!
When asked about cycling in general, she said: "It's still a very male-driven market, you go into bike shops which can be male-only places. When I've gone in I feel intimidated, it's this sacred kingdom you shouldn't be in."What on earth do they do...? Grunt and scratch their balls?
Because whatever it is, it's clearly not working:
More and more women are turning to cycling – about 63,000 women took up cycling in the past year on the tailwind of the women's Olympic track and road team successes, according to British Cycling. It's time cycling companies learned how to market to them.Why? They seem to be doing well enough!