Trek Bicycles launched its new advocate program at the inaugural Trek Women's Summit in September 2016 with 54 women from across the US and Canada. These women are ready to lead rides, run events, make bike shops more inviting, feed back information and opinion to Trek and encourage and support more women in cycling.
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The Summit, which took place at Trek HQ in Waterloo, Wisconsin, USA, involved talks, factory tours and feedback sessions, with the women in attendance also receiving training in event organisation, social media and more. Trek is the latest brand to take direct action to grow female participation in cycling, and it has made a significant investment in the program.
Strong voices in women's cycling
Advocates were recruited through local bike shops rather than an online open call for applications, and from 250+ applications only 54 were selected. This selection process is in part because Trek wants to encourage shops to become more welcoming for women, and also to support women working in bike shops, with nearly half of the advocates selected being bike shop employees.
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Based throughout the US and Canada, the women were supplied with a bike, kit and accessories, with a broad range of disciplines and interests represented from road racing and triathlon to mountain biking and backpacking.
The women themselves are clearly passionate about women's cycling, and were strong and vocal when questioning Trek designers on various elements around women's specific design, brand focus, support for women's cycling, and more.
Unafraid to challenge received wisdom or put their opinions forward, these are attributes needed if women's cycling in all its forms is to progress. It's refreshing to see a brand like Trek not shy away from potential criticism, and in fact welcome it. If the cycling industry is to successfully cater to the women's market, taking on board and reacting to needs and wants of female cyclists is key.
Ongoing relationship
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