FEATURE
“I had a scheduled meeting with the marketing manager for one of the leading component brands. The product launch was one of the biggest innovations in the past two decades, so it was quite a big deal and very important that I got all the information I needed. When I sat down at the table, another journalist from a rival outlet came in and asked if they could take the samples to make a video outside. The marketing manager said yes, of course, and proceeded to offer me a cocktail because we needed to fix our relationship. His main concern was that I didn’t smile at him whenever our paths crossed.” - Journalist 5+ years in industy
”I might not be where I am without
“When I first started out over 20+ years ago, I was one of very few women in our industry, at bike shows and events it was 99.9% male-dominated. I have dealt with my fair share of sexism in the past, I’ve been patronised and had men not make eye contact with me in a meeting because I’m female. All it’s done over the years is give me that extra drive to prove myself. And while it shouldn’t be that way, I didn’t have a choice. However, I was the first female core sports
marketing manager at Oakley UK, the first female director at Madison and the first female member of what was the men’s only Pedal Club. I am thankful to have a supportive boss and mentor at Madison who actually supports and champions women in our industry. I definitely wouldn’t say I’ve been lucky, it’s hard work! But by putting in the hard work it paves the way for other women/girls to have a head start in our industry.” - Marketing director, 20+ years in industry
the encouragement of men who supported me early in my career. I’ve always felt like a peer, but that’s not to say it’s been easy. At times, this industry has taken everything I’ve had to give and given nothing in return. But I’ve given too much and care too much to walk away. Don’t get me wrong, there are so many highlights and things I look back on. But to feel like I’ve had to fight for my place, to make a change, has been exhausting at times. I love bikes, I love sharing that with other people and I love being part of the cycling community.
I wouldn’t change much, but I do wish we were better at communicating with each other. Has being a woman held me back? No, I don’t think so. But I can’t help but wonder where I’d be in my career if I wasn’t working in the bike industry.”
- Media/Marketing 10+ years in industry.
“Coming into a male-dominated industry it feels like there is an expectation to succeed to prove that you can withstand the pressures.” - PR, 1+ year in industry
54 | April 2025
www.bikebiz.com
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