Jean Turner | December 12, 2018
Cycle News Cross-Rutted
COLUMN
In Her Boots
Did you hear that, everyone? Ladies now comprise 19-percent of motorcycle owners in the U.S.! The MIC revealed its finding that women are taking up ownership at a rapid rate, increasing from one in 10 about a decade ago to one in five today. Given the downward trend of the Boomer generation in motorcycling, female owners could rise to a full quarter in the not-to-distant future.
There seems to be something about the number 19 that inherently relates to women on the rise. The 19th amendment (women’s suffrage), was passed by the U.S. Senate in 1919 (later ratified by the states in 1920). One hundred years later as we head into 2019, I’m proud to be a part of that 19-percent of lady riders.
And I’m also very encouraged by the number of industry people (business owners, race promoters, etc.) that have asked me about ways to reach more women riders. It’s wonderful to hear that appealing to lady riders is on the minds of companies, and I’m glad to hear questions like, “How do we get more women to come race our series?” “What do you think women are looking for in gear?” and “If we offered this to women, would this be appealing, or would it come across as insulting?”
I want to take a moment to talk about that last question. It takes guts to ask that, and let me point out that it is a fair question. One, I thanked this person for asking. The simple truth is that addressing women in motorcycling can be complicated.
On one hand you’re reaching out to a distinct subset of the consumer base that is, in fact, different. At the same time, you’re acknowledging a distinction among a group of riders who might resent being called out as different. When you single out women riders, you’ve made the point that we’re not the same. What exactly is your message? How do you view our needs as different?
Careful, that’s a loaded question.
Reaching out to women riders might be a double-edge sword, but I feel many companies will be exploring female-specific outreach given the latest MIC report. And this is a good thing! But how exactly do companies go about appealing to that 19% of the pie?
One year ago Toyota came out with its famous #Makeup2Mud Supercross campaign, honoring female figures in motocross with a new episode at each round of the championship. Super cool to see Toyota showcasing women riders, but there was something about the theme that seemed a little—off. Makeup to mud? What are we saying? That makeup is bad? As we watched the first episode during Anaheim I, the girls in the room looked at each other with half-cocked smiles and shrugs. It was awesome to see women in such a great spotlight, but it had a strange aftertaste.
I suppose the question in my mind was: why do we need to juxtapose a symbol of femininity with dirt bikes? It seems a bit like a contrived confliction between the two, but do they need to conflict?
“Don’t be fooled by the makeup…” one segment stated. What exactly is makeup “fooling us” into believing? That femininity and motocross are mutually exclusive? I never got that memo.
So what exactly is the right way to reach out to female riders? It’s hard to say, even for me.
In the past I’ve been asked to write articles for women about riding. “Something for our female readers, like tips for women riders, you know?” Hmm, nothing immediately springs to mind and that’s because we don’t really do it differently, that I’m aware of. As far as riding and technique, it’s not like men do it this way and women do it that way. The mechanics of it are the same. There might be specific techniques for shorter riders or lighter riders, but again, that’s not necessarily gender specific. The only real tip for women I’ve come up with over the years is to consider the color of your sports bra before you put on a white jersey.
On the other hand, what tips do I have for men about women riders? A lot of things spring to mind on that side, so let’s flip the script for a moment.
First off, let me say that the vast majority of men I come across are super cool and very supportive of women riders. That being said, there are others I come across who seem to miss the mark, and, of course, never seem to realize they’ve done anything wrong. Ironically, these guys might feel they’re complimenting a woman rider, when in fact, they’re doing the opposite. For example, the jokes about being “beaten by a girl.” I hear it quite often, usually along the lines of, “I wonder if all those guys know they just got beat by a girl!” [laughter]
You may think that’s in some way complimentary, but think of it this way, would you say the same about your buddy Steve? “Hey Steve, I bet all those guys who finished behind you aren’t feeling too good about themselves!” I’m willing to bet Steve doesn’t find a compliment in there, and I don’t either. Of course, I’m aware that the sentiment is well-intentioned, so I just smile and nod. But let’s unpack that for a moment: it really only serves as a reminder that you view me as different and that in your view I’m supposed to be second-rate.
When I look out from under my helmet on the starting line, I don’t feel different. I feel in my element, exactly where I’m supposed to be. I’m pumped on a top-10 finish, but a reminder that finishing behind me is an insult because I’m held to a lower standard isn’t exactly a high-five.
Still, I get the point these guys are making: they find women racers extraordinary. And there’s nothing wrong with that. I know a lot of girls who enjoy being regarded this way, like the rare, mystical unicorns of the motocross world, and that’s fine. But what’s amazing to you is normal to me. Like a lot of women riders, I respond to being treated like I’m normal, like I’m part of the sport and the community that I love, out here for the same reason everyone else is. The fact that I’m female is circumstantial.
And there you have the edges of our proverbial sword. Are women riders extraordinary? Or are we normal? Should we be treated as separate and different, or part of the same big picture? Are women who ride the exception to the rule? Or is it time to toss out the rule? What will be the underlying tone of your outreach?
You probably won’t find an approach that isn’t going to rub some of us the wrong way. And maybe that’s okay. The challenge with trying to classify an entire gender is that there are more differences within than without. (Meaning there are greater differences among women themselves than there are between genders).
In short, I don’t have a definitive answer. But I’m sure glad you asked, and I look forward to the ideas and discussions. Clearly I have my own opinion, which is just that—an opinion. But allow me to point to this report from the MIC that strongly suggests that women riders are no longer the exception, and that it’s time for a new rule. CN
