More women than ever are getting into all forms of cycling, while bike shops and the industry as a whole are still largely male-dominated. But any dealer can take a few simple steps to make their shop the one women choose when buying a bike. In this episode of Bicycle Retail Radio, Heather Mason, former pro-racer and bike shop owner, and current coordinator of Bianchi USA’s women’s ambassador program shares how. 

If you’re a shop owner who’s skeptical about women’s programming you aren’t alone. Mason admits she was skeptical, too, until she saw the outcomes. You’ll learn how to start women-led programming even if your shop has no women on staff, and what small changes you can make that will improve the customer experience for everyone. 

Support the show