Outdoor equipment maestro’s Berghaus braved the storm lashed Peak District to organise a women’s only day of navigating and mountain biking. Despite foul weather only two people who’d registered for the free event failed to turn up to Edale, where Berghaus sponsored rider Jenny Copnall was on hand to give out technique instructon and more general advice before heading off into the peaks on a ride.
Chris Lines, Berghaus’s PR fella did his best to fly the company flag “We have a comprehensive range of specific products for women now and it’s really important that we support it with advertising and other marketing initiatives. Events like this show Berghaus’ ongoing commitment to the women’s market and the feedback we can get back on the day and afterwards is really useful for further improving our offer in that area. Just as important, the event was also great fun and I hope we can arrange more for 2001.”
Water water everywhere, but not a bloke in sight
It’s certainly a fact that ‘outdoor’ companies are far more switched on to the female market, with most manufacturers producing a huge range of specific female kit and “women only” initiatives such as this which always seem to go down well. It’s also a fact that there are a far greater number of female designers and shakers and movers in the outdoor gear game. This contrasts drastically with the bike industry where only Trek, and now Fisher and Specialized have made a real effort towards coaxing girls into the hills. Even so their focus groups and seminars have only ever been run in America, leaving the only bloke free options over here the occasional training weekends run without any industry support.
Everyone we’ve spoken to who attended had a blast despite the weather and are looking forward to the next similar event which may be extended into a full weekend by popular request. So if anyone from the manufacturers is reading this, the support and the enthusiasm is there.
Stop chasing the next “new thing” which will have faded by the time you’ve geared your new bike up for production. Concentrate on investing in potential super enthusiastic long term riders, who just happen to use a different loo than 99% of the bike industry.
Right, rant over, but seeing as they bothered to sort it all out and lay on tea and cakes we reckon the least we can do is suggest you take a look at Berghaus’s enormous range of gear for keeping the outside out, whether you’re a bloke or not.
Of course we’ll bring you the next dates for damsels from Berghaus or any other enlightened companies as soon as we hear about them.