Women cycling – why are women cyclists a minority, and should the commercial market not be embracing change?

Women cycling | Why are women cyclists a minority, and should the commercial market not be embracing change?

Female cyclist and novelist Arlene Plevin inspiring women to ride and promoting ladies within the sport...

With time off the bike mostly comprising of failed baking attempts, radio four overload, and oil painting, I've also been able to get through a few good books, one of which being an excellent and  inspiring book by female cyclist and writer Arlene Plevin, Cycling - A celebration of the sport and the world's best places to enjoy it.

If you can't get up and out on your bike this book takes you to the road without even having to leave the sofa, and leaves you reaching for the calendar to check against the many cycling events listed across the US. It's motivational, informative and paints women cyclists in a great light, and more importantly does not dwell on the lack of women on the roads, but instead promotes the growing rise of those taking to two wheels.

Why are women cyclists a minority, and should the commercial market not be embracing change? 

Women cyclist numbers at the elite level are higher than ever, there has even been talks of a women's Tour De France in 2014. I've heard that sponsorship is not as generous however, and after finding some of our elite riders within an advertising campaign that I can't imagine Wiggins or Cavendish were ever invited to participate in, I am left questioning whether the reason more women aren't on the roads is because of how far behind the commercial market is in embracing and promoting women within the sport.

We are living in a time of change, equal opportunities and inclusion, within all kinds of minorities. However, I think somebody needs to inform Cycling News, Bike Radar and Assos to name a few, as I nearly spat my tea across my lap this morning when I chanced upon this terrible crime against equality, taste and Adobe Photoshop. The Cycle Passion 2013 Calendar, aka cycling meets soft porn.

Assos have also launched a marketing campaign, although for a women’s range, and it is equally cringe worthy, although marginally less offensive. I’d say I was probably their closest hope to a target market in this campaign, however if these are their latest range of winter tights I think I’ll be giving them a miss. 

I’m not sure those shoes are SPD compatible either.