The Beaverton Bike Gallery is hosting a big Women’s Night event this coming Tuesday (1/11). On their website, the shop says the event is, “The perfect opportunity to talk with knowledgeable staff, industry reps, and other female cyclists about women’s clothing and bikes, family riding, and more.”
I was curious about the event, so Beaverton store staffer Lana Pressey answered a few questions for us. Read her replies below:
Why is Bike Gallery hosting a women’s night?
“It just seems like a good time of year to get the ball rolling. There have been a growing number of women coming in and looking at higher end bikes and commuting bikes. They want to learn about what it takes to ride them, to train on them, to become self sufficient in maintaining them. We felt that since the Bike Gallery hosts many clinics and rides that this would be a good way to introduce women to all the services that we offer.”
“Women need to know about all the options that they now have. It’s not just the pink it and shrink it philosophy, there has been real research into the different needs of each type of lady rider.”
— Lana Pressey, Bike Gallery
What are common obstacles that prevent more women from riding?
“Until recently many companies in the bicycle industry didn’t cater to the women’s market. The bikes and accessories such as saddles and clothing were not made for women’s needs or fit.
Women have a much different way of shopping. When women shop for bicycles, they will usually make two to three more visits learning and gathering information than a man will. It is important for sales staff to know this and act accordingly.
Another obstacle is the social aspect. Having a night where women who are inexperienced and want to ride with others but don’t know anybody to ride with will hopefully make some fun cycling buddies!”
What are some solutions?
“Now that Trek, Bontrager and many of the other brands that we carry are making a wide range of products for every type of rider, women need to know about all the options that they now have. It’s not just the pink it and shrink it philosophy, there has been real research into the different needs of each type of lady rider.
There will also be a group of very experienced riders here in the form of Ironclad Performance Wear’s Women’s Cycling Team they have many years of experience racing and commuting and are a wealth of knowledge.
We are catering to those that are “Interested But Concerned,” but we are hoping that our event will make asking questions — bike shop visits and cycling in general — more approachable.”
Thanks Lana. Sounds like a great opporunity to get informed and inspired. Learn more about details of the event on their website.
Why? To sell more bikes, of course!
Close – to sell more accessories and service.
The bikes are relatively low margin and take a long time to sell vs. service and accessories which are high margin items and take very little time to sell.
BG can make more profit in $400 of accessories than the $1000 bike they are installed on.
That is why the employee spiff programs are based upon add-on items.
And don’t forget the number one reason… to keep America strong.
I did some research, and you’re right. Bike Gallery is a business.
I had a chance to meet Lana while she was volunteering at the Community Cycling Center Christmas Bike drive and she is a true gem. Nice, fun, and easy to work with. In fact, I don’t know of another business that does a better job at hiring and maintaining a more gender diverse staff and especially in an industry known for duchey dudes (Did I miss it again). Jay Graves, and his father Bob (rip), have done more to support Portland cytcling than anybody I know and I for one am enriched by my relationship with this small, local, family owned business. Thank you Bike Gallery.
Does the cutesie baby-blue-and-lavender poster not nauseate anyone else? Makes me almost regret what I’ve spent over the years at Bike Gallery.
I second that. And yellow, sans-serif lettering? I think I’m going to be sick!
The lettering? Seriously?
I was being sarcastic 😛
If only you knew the Ironclad ladies… some of the coolest cats around. And they also kick major butt.
I look forward to meeting them. And maybe find some bike shorts that fit my big booty!
Why not a “Persons born in Central America” marketing night? Just as insulting, but perhaps better food!
Insulting? Is it insulting to have a Women’s catagory in Cyclocross? To have a Ladies night at a bar? (can’t think of any ladies who have complained about cheap drinks and no cover).
Wow, BP comments just keep getting more pessimistic and I swear Portland surpassed Berkeley as the PC capitol of North America. I’m not a BG fan (got my own reasons) but have had good experiences with their employees and I respect what Jay has done. Cycling is male-dominated and women need events like this (or so they tell me) – I’m sending some friends over. Kudos!
Still shocked that identifying a demographic need would insult someone, but then again this is the forum I was called a racist on for saying that bicyclists are a minority.
This is random-rider’s wife, a sometimes bike commuter (I bike the kids to school), I am an advocate for increasing the number of riders and I am the demographic that needs to bike more. I love these types of opportunities and YES I think the poster is super cute. Why as a society do we always have to hate on anything floral, pink or feminine. I love living in a place that embraces diversity, including women who are ironclad and women who are into flowers. In fact I would be even happier if this sort of thing appealed to men.
I agree with the article, there is a huge group of us bikers who are NOT having our needs met. Not even close… I am really glad the bike gallery is acknowledging we exist.
Let me get this straight MH, you had a good enough experience at BG to purchase products over the years, but this poster “almost makes you regret that the money you’ve spent over the years at BG”? That’s just weird. Would you care to elaborate on that?
I find it ironic that “It’s not just the pink it and shrink it philosophy,” and yet that is exactly what the poster represents.
I’m guessing a man created the poster.
Yes, you missed it. Again. The poster represents a particular bike that is being given away–a women’s specific bike.
So that particular bike they are giving away is all pink and has kaleidoscope type flowers floating around it? Yes, I did miss that. I figured the bike was more of a Gloss Olive color.
Just because they are giving away a step thru bike to a woman doesn’t mean they need to use pastel pink and flowers as their marketing tool.
At least that was the impression I gathered from Lana.
I’m not defending the poster design choice; I’m suggesting that you missed the point of it: there’s an valuable resource for female riders coming up (and a bike giveaway) and they want people to know about it.
The point was not missed. I find the use of pink and flowers as the marketing ploy ironic when the person interviewed states that adding pink is not adequate for marketing to women.
Women’s Night is big, the bike is big, it’s all very pink and flowery, while win this bike is small (almost as if a sidenote).
I am sure that they could have conveyed the message using gender neutral colors and in doing so, been more in line with Lana’s statement.
trying to get my wife to go to this… she needs some encouraging, especially in this cold wet weather…
advertising a women’s event with typical girl colors and styles? oh my, what were they thinking?! next they’ll be advertising men’s events with blue and black colors, maybe with a metallic texture… c(:
Thank you all for your input. We feel the poster design is effective in connecting with the folks who would most benefit from the event. I hope your wife can make it, Spiffy. Here’s to decent weather.
Mickey
Marketing Manager
Bike Gallery
A pink silhouette of a women’s bike on a poster is not the same as a small men’s bike that’s painted pink. I think I see what you’re saying; it’s just shallow irony. I hope you attend so that we can see if they really do hand out flowers or pink bells at the event.
I’m going to claim complete responsibility for choosing pink as a color for this poster. I am fortunate to have a part time job making posters and t-shirts for Bike Gallery a few days a week. I am a man. Please don’t hate the Bike Gallery because I chose pink for a poster. You can direct your dislike in my direction. I can take it.
It turned out to be a great time!