INTERVIEW
“I WAS THE FIRST FEMALE REP IN THE BIKE INDUSTRY AND I OWE RALEIGH A HUGE AMOUNT FOR TAKING ME ON”
“I started in pharmaceutical sales calling on independent pharmacies selling OTC goods and prescription drugs. This was pretty dull and soon realised I wanted to sell something I was passionate about.
“I had loved all things biking from a very early age, due to a dad that used to road race and a brother that BMX’d (which I soon followed) so bikes were always a big part of my life and I decided the dream was to sell in the bike industry. “My dream was realised when I got a job some 25 years ago as a bike sales representative with Raleigh. I remember BikeBiz doing an article back then that I was the first female rep in the bike industry and I owe Raleigh a huge amount for taking me on.” On her proudest moment to date, Goward said getting nominated for the BikeBiz Woman of the Year award is up there - “and to win it even better.
“But I think I am most proud of the fact that I have been
able to be in the same industry for over 25 years and I still love it like I did when I first got into it. How many people can say that about their job?”
Role model
Goward said she’s pleased to say she’s had nothing but positiveness as a woman in the cycling industry: “No one in the trade has ever asked me that so-called classic line: ‘What do you know about bikes?’ “If anything, it’s been at public shows where I’ve been ignored or talked over by a male who knows more than me. Thankfully this has gotten less and less over the years though.”
While Goward said she “absolutely” feels that the gender gap is closing, at a senior level the space is still quite dominated by men and until more women come into these senior roles, we will not see more women come into the industry.
“I would like to think I am a bit of a role model in the industry along with a few other females but I can probably count on one hand how many there are. I think currently what’s more worrying is that in general the bike industry is not seen as a career anymore. “It’s seen more as a stop gap between other jobs now. I
8 | April 2024
know currently with all the negative news in the industry, I can see why people wouldn’t want to enter the industry but it will recover and people will continue to ride bikes and we need people to see that a great and fun career can be had in this industry.
“The amount of great mechanics, managers and salespeople
that have disappeared out of the industry is really quite sad.” And on advice she would give to women entering the industry, Goward said: “If you don’t know the answer, find the answer, and get back to the person that asked.”
Worlds apart The cycling industry has undoubtedly changed significantly over the last few decades, but Goward described it as being “worlds apart” now to when she joined - not only in the product but also in the bike shops. “Bikes have become, dare I say, more complicated, which is apparently what the consumer wants. Internal cabling etc. “Don’t get me wrong, bikes look more amazing than they
ever have done, but I do feel for mechanics having to change cables and headsets these days. And this is where the biggest change has been - bike shops and in particular their workshops have become so much more professional and have to be so knowledgeable with the constant new innovation all the brands bring out every year.
“This and of course the massive growth in e-bikes all makes the workshop and the mechanics such an important part of the bike shops business and a big profit centre for them.” The industry is going through huge changes and challenges at the moment, and Goward doesn’t think any brand has been immune to this.
“The pandemic only brought forward what I think was going
to happen to the industry in the next few years anyway. There were too many brands, too many bike shops and now too much stock. I think the landscape will be very different in a year to 18 months.
“Less brands and sadly less shops but what shops will be left will be stronger, knowing they have survived unprecedented times and also I really hope, less stock around so we can all get back to a level selling playground where both brands and shops can grow and get back to making healthy profit.”
www.bikebiz.com
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