Treating Women Motorcycle Riders As Equals

While I believe these models are gorgeous, I don't think they represent your typical woman rider. 

In the motorcycle industry I find few things as disappointing as the use of Promo Girls at motorcycle shows.

With the International Motorcycle Show just around the corner, I've been thinking about this long accepted practice in the motorcycle industry. Not only at the shows do we see this, but many of the motorcycle publications still feature scantily clad models draped over bikes.

To use women as decorations objectifies and demeans our role in the industry. There has been a long struggle to be seen as equals for not only the female industry professionals but the everyday women riders as well.

"As of 2014, the estimated number of women motorcycle riders was 14% and women influenced up to 25% of purchases in the $23 billion industry," according to Women Riders Now.

In the news lately, we've seen great emphasis on the poor treatment of women. Tens of thousands of women have shared their stories of sexual harassment via social media with the #metoo campaign. Yet with all of this focus on women being treated with respect and as equals, women are still being objectified by the motorcycle industry.

Little has been done by the industry leaders to end the inappropriateness of using barely dressed models at the shows and in the publications. These OEMs and publishers don't recognize, or don't care, that women have historically been categorized as second-class citizens in this industry.

They certainly have noticed the growing number of women motorcycle and gear buyers. We see more and more products directed at women everyday. We also see more and more women bike builders, fabricators, publishers, photographers and writers. But this male dominated industry still has serious issues with both equality and diversity.

I often hear talk about the need to attract new motorcycle riders to this declining industry. To me, it would seem a logical direction would be to attract and keep more women riders. Women drive 70 - 80% of all consumer purchasing through buying power and influence and spend upwards of $20 trillion a year worldwide. But when something so disheartening as minimizing women's role as nothing more than motorcycle jewelry, it goes against attracting riders and purchasers.

Women are no longer content to turn a blind eye and accept that some men expect to see these models spicing up the show. If you want to attract more buyers, you had better figure out who is buying.

Would it be too much to ask the industry professionals to stop marginalizing women by ending the objectification and embrace equality?

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