Female riders represent the fastest growing market segment in North America. Over the past five years, the idea of marketing directly to this group has gone from a novel, almost secondary and often sporadic notion to a full-fledged, planned, and organized mission. And once they’re through the door, selling to women isn’t much different than selling to men, but it does require a different approach.

Though the Canadian industry doesn’t keep statistics about women in motorcycling, global studies suggest that 12 to 18 per cent of motorcycling enthusiasts are women, says Vicki Gray, founder of MOTORESS.com, an online resource dedicated to connecting women in motorcycling with news and information about gear style, technique, health and safety, and other topics. “Certainly variables exist in countries such as Italy or China where scooters are a huge category and might be included (or excluded) in the numbers,” she adds.

Even in the absence of local numbers, a good look at any major roadway in North America reveals what most people already know: more women are riding for practicality, pleasure, and most of all—fun. The industry has responded with more efforts placed around all aspects of women in motorcycling like the Motorcyclists Confederation of Canada’s Women Riders Council, International Female Ride Day and brand-specific, women’s only events; women’s racing and safety courses, and exclusive riding clubs. These initiatives provide support, networking opportunities, and most importantly information for both experienced and curious would-be riders.

Alex Carroni, public relations specialist for Deeley Harley- Davidson Canada says 13 per cent of the company’s customers are women, and over the past five years, its female ridership has increased by just under 25 per cent. Interest is growing daily for the pure pleasure of riding and the fact that it is a social activity, says Carroni.

The most relevant indicator and not to be overlooked, says Gray, is “women’s social values have changed, where women are buying homes alone, so pursuing such interests as motorcycling is an inevitable aspect/result of those changes.”

The increase isn’t just on the open road, says Bryan Hudgin, public relations specialist for Yamaha Canada, who notes a strong female presence at motocross and other off-road events as testament to more interest in this area.

“There’s a multitude of societal reasons of why it’s more accepted or even encouraged for a woman to ride a motorcycle in 2009 than it was in 1959,” says Hudgin, “but the fact of the matter is that it doesn’t matter what sex you are—you feel the excitement you get from twisting the throttle and you want more!”

One major reason for the increase in females dirt riding might be the development of programs that offer riding and safety training by qualified instructors. Feedback from Yamaha Canada’s Yamaha Riding Academy indicates that women tend to be hesitant to try or let their kids try, but once they are reassured and taught the basics, they realize how simple and fun it can be.

“Men will tend to throw caution to the wind and learn on their own,” says Hudgin. “Women gravitate towards proper instruction and learning the basics before getting too heavily involved. Thankfully, there are more programs now than ever and that could be a major factor why more women are riding.”

The key to getting women through a dealer’s door is about making it easy to get involved to begin with, says Hudgin, who suggests a “New Rider Night” where dealership personnel can teach the basics of owning and operating a motorcycle. Encouraging female employees to take up riding can help them relate to new women riders on a peer to peer level.

“It may simply be a case of, ‘Well I found that this worked well ...’ or ‘My experience was ...’ You don’t want to dampen the enthusiasm of a prospective purchaser by intimidating them with technical jargon and spec sheet data,” he says.

The most important thing is to avoid assuming you know what a woman wants or is looking for, he adds. “This is one of the biggest misconceptions that sales staff have. Have open communication and ask questions about what she is wanting in a bike, apparel, or accessory. Women enjoy having a lot of options and selection so be prepared to know your product line.”

Predominantly, female Harley-Davidson customers ride Sportster and Softail models, which have lower seating positions that accommodate both females and males of petite stature, says Carroni.

“We have also seen a significant increase in woman opting for the larger models right up to touring bikes, which says a lot about women’s empowerment.”

There are, of course, several ways to ergonomically adapt a bike for anyone of smaller stature including lower seats, and adjustments to footpegs and handlebars. The newest Sportster from H-D, the Iron 883, allows for a lot of personalization options at a very reasonable price, adds Carroni. The company also offers gear in a wide range of styles from functional and sporty-casual to “girl’s night out.”

While dirt-riding is very specific and bike purchases are usually based on skill level and area of concentration, typical novice riders will start out on trail bikes like TTRs and if they decide to go to the next step, graduate to YZ or WRs. “Even the best women riders rarely purchase a 450 though,” says Hudgin.

Deeley Harley-Davidson has become more proactive in tailoring its messaging to women. “We have come to realize that a female’s buying habits may be slightly different than a male’s,” says Carroni, who recommends dealers be patient with their female customers.

“Women may be the harder sell initially, but will be all the more loyal to the brand if initial attention is paid to details,” she says. “Give the ladies a chance to ask more questions as opposed to rattling off a sales pitch.”

The company’s retailer network has just come out of a successful “Garage Party” season in which small parties were hosted across Canada that focus on addressing the needs of new female riders including how to go about getting licensed.

Selling to women isn’t rocket science, but does require a different approach says Mike Inglis, part-owner of Inglis Cycle Centre in London, ON. “Women exercise due diligence, they do their research, and they come in with their choices and a price range narrowed down,” he says. “They need their questions answered and they need to feel comfortable. The worse mistake you can make is talk to a woman like they are going to be a passenger.”

Often just getting the chance to speak directly to the woman rather than the husband, boyfriend, or male friend she brings along can be a challenge, but it worth the diligence because it ensures she’s the one comfortable with the purchase.

“Women are more sensible in their purchases,” he adds. “Most have taken a Canada Safety Course, and take the time to practise. They have you deliver the bike, so they can ease into it—they won’t be under experienced and unsure and still bring five friends to watch them drive off the lot.”

“And honestly,” he adds, “provide a nice washroom.” CPT