At work, we are putting together our marketing plan for the year, and yesterday I sat for an hour with a guy who sells ads for one of the major cycling rags. When you buy advertising, either with a magazine or a website, typically you get a demographic breakdown of the audience they offer access to. Almost invariably the gender breakdown is something north of 90% male. The median age is almost always north of 40. Income is high. Graduate degrees are not at all uncommon.
I see these breakdowns enough that I shouldn’t be surprised by them, but I always am.
Our sport is male-dominated and wealth-driven. Despite a recent uptick in the profiles of some female pros, the industry, as a whole, is still trying to figure out how to attract more women and more young people. The classic “pink it and shrink it” approach to women’s bikes and apparel isn’t working. Whatever urban styling that’s been applied to lower price point bikes isn’t drawing in the youth.
I am told that the median price for a bike purchased last year by subscribers to the major magazines is somewhere between $3200 and $3900 dollars, and that close to 50% of readers will buy a new bike this year, despite having bought their most recent bike in the last three. (Please don’t quote these numbers as hard data. I am only summarizing the information I have received from many outlets to form a composite picture).
The point is that all us upper-middle class and wealthy men buy early and often and dominate the consumption side of the industry. It doesn’t not necessarily stand to reason that these numbers correlate directly to the participation of women and the less affluent, who may simply not read magazines and/or ride used bikes that don’t make it into anyone’s data, but given what I see out on the road, I don’t think they’re far off.
Regardless, this week’s Group Ride asks the question: How do we change our sport to be more inclusive? What are the prejudices built into both pro racing and bike building that turn off those outside the core demographic? Is change and growth even necessary? Given the recent retirement tirade by Nicole Cooke and the disturbing derth of stock bike options for smaller women, the answer seems obvious, but solutions to the problems range from similarly obvious to vanishingly obscure. Your ideas greatly appreciated.