The League of American Bicyclists has released a report “Bike Shops for Everyone,” making recommendations on how bike shops can better appeal to, and welcome female customers.
The in-depth report included retailer surveys, interviews, and case studies from other industries and brands, including Lululemon and Harley-Davidson.
Despite definite challenges to the retail environment – including a 35% decline in the number of IBDs in the U.S. between 2000-2013 – the report says there is much optimism.
“Many new riders are learning the benefits of bicycling and shop owners are well positioned to take advantage of evolving cultural and political opinions about bicycling across the nation.”
In summary, the League offers seven strategies to attract and retain female customers:
- Commit to growing the sport of cycling by sponsoring women’s racing teams and events
- Challenge assumptions about women and cycling (don’t conflate women with beginners)
- Hire more women
- Welcome newcomers with open arms
- Host women-only instructional clinics
- Design a clean, aesthetically pleasing shop
- Incorporate data collection on customer demographics into your point of sale process
Learn more at bikeleague.org and find the report here.