Women's cycling has experienced a significant surge in popularity in recent years, reflecting a broader trend of increased interest in recreational and competitive cycling worldwide.
From road races to mountain biking and everything in between, more women are embracing the joys and challenges of two-wheeled adventures.
Despite this positive momentum, in terms of participation numbers and representation across various sectors of the sport, women remain underrepresented in cycling compared to men.
British Cycling memberships are around 80 per cent male and 20 per cent female. These figures are similar to those Dr Fiona Spotswood of the University of Bristol states in her research, FIAS: Fostering Inclusive Action Sports, which found only 15 to 25 per cent of mountain bikers are female.
So, why is the number of women cycling low and how can we further enhance and encourage women's participation in cycling?
A male-dominated culture
Cycling culture has historically been dominated by men, and shaped by long-standing gender norms.
Boys were often expected to be strong, aggressive and brave, while girls were encouraged to be homemakers, careful, and risk-averse.
Coupled with imbalanced representation, societal biases, and targeted marketing, this male-centric influence remains prevalent, even today, and particularly in road and mountain biking circles.
A recent study by the Bicycle Association revealed stark gender disparities in the industry. Only 8 per cent of workshop-based roles and 19 per cent of customer-facing roles are held by women in the UK.
The same study also found that senior leaders were “overwhelmingly white, heterosexual men.”
Media and marketing have often portrayed road and mountain biking in a distinctly masculine manner.
Mountain biking, for instance, has been depicted as a gnarly, high-speed pursuit, typically associated with white males.
This portrayal has permeated the industry, with leadership and marketing strategies catering predominantly to this demographic, excluding those who don't conform to this narrow image.
A male-dominated culture can be an intimidating environment for women to navigate. This exclusivity discourages individuals who don't identify with or feel connected with it from participating.
A gradual shift towards inclusivity
Cycling’s current culture is gradually shifting towards inclusivity, but derogatory comments and actions are still prevalent on the trails, within the industry, and in the race scene.
Whether intentional or not, these remarks and behaviours can foster an environment that discourages women from participating.
Ash de Lotz, from Motion MTB Coaching, who trains numerous elite female cross-country riders, shares a common frustration: "Some events choose to start the Elite Women behind the Veteran and Super Veteran Men's field which then ruins the race for the women having to fight their way through a much slower field, leading to a negative experience and making them feel unwelcome at events."
This lack of consideration and respect for women riders can deter them from competing, and may even push them away from the sport altogether. Shifting this culture is essential to creating a more inclusive environment in our sport.
Recognising how women perceive mountain biking is key to boosting participation.
Dr Spotswood's research project delves into how women interact with mountain biking and its culture, exploring ways to enhance inclusivity in the sport.
Her research sheds light on women's often narrow perspective of mountain biking, feeling disconnected from its traditional portrayal centred on extreme, adrenaline-fueled experiences.
“Women are frustrated by the narrow representation of mountain biking in the media, and through brand marketing as well,” says Dr Spotswood.
Diversifying the narrative and showcasing the inclusive and adventurous sides of cycling are paramount in attracting and retaining female participants, says Spotswood.
Change in the industry
The cycling landscape is undergoing significant changes, marked by a growing industry commitment to fostering inclusivity and diversity within the sport.
Some brands are leading the way. For instance, Endura, a Scottish cycling brand, runs Women’s Fit Workshops at events.
These workshops involve taking measurements from women who actively ride bikes, gathering feedback on fit. This helps Endura understand what women truly desire from their technical cycling kit.
This hands-on approach has enabled Endura to tailor its women's line based on direct feedback, ensuring that its products meet the specific needs of female cyclists.
Hannah Wilson, brand manager at Extra UK informs us, “Fizik's shoe range became non-gendered with all colours and models being available from a size 36–48 after a series of focus groups around the world asking women what they wanted.” Brands are starting to listen.
More women are working and being heard in cycling. However, a prevailing concern within the industry revolves around the noticeable absence of female representation in leadership roles.
Speaking to Cycling Weekly, Kate Veronneau, director of Women's Strategy for Zwift, said, "I’m not going to sugarcoat it. I want to see more women in leadership positions in the cycling industry.”
This was a common theme in our discussions with Anna Riddell, Katie May and Fiona Finnie from the exclusive women's cycling event Limitlass, Hannah Wilson and Dr Fiona Spotswood, who all emphasised the significance of having women in senior positions within the industry.
“To achieve true gender parity, things like increasing representation in leadership roles [are] important steps”, say the Limitlass trio.
Initiatives like the Uplift mentoring program, organised by cycling marketing agency Shift Active Media are actively working to bridge this gap.
By facilitating connections between emerging female professionals and established senior figures within the cycling industry, Uplift aims to empower and inspire the next generation of women leaders.
It's heartening to see such proactive efforts to address the longstanding underrepresentation of women in our field.
In the words of Wilson, the presence of more women in leadership roles not only fosters inclusivity but also catalyses further female engagement; "more women in the room encourage more women in cycling."
Mainstream competition is another area of the cycling industry that has been male-dominated in the past but is changing. Competitions that previously only allowed male competitors are now embracing their female counterparts.
Women now compete at Red Bull Hardline (the hardest downhill race in mountain biking), and this year Crankworx included women in the slopestyle event for the first time.
The Tour de Frances Femmes and Paris Roubaix Femmes, in their 2nd and 3rd year respectively, showcase women’s talents, fuelling interest and engagement in the sport.
The community response
While the industry is slowly trying to catch up with promoting and supporting female cycling, riders and communities are taking things into their own hands.
Dr. Fiona Spotswood's research uncovered many women feel disconnected from mainstream mountain biking culture, prompting them to start creating their own.
Dr Spotswood tells us women “feel like the marketplace and the consumer culture side just isn't quite ready for them. So what's happened is that they're self-organising.”
Women-only events and festivals are emerging, often organised by passionate individuals or small groups dissatisfied with the current cycling scene and deciding to carve out their own spaces.
A quick search for women’s gravel groups will reveal plenty to choose from, such as Lakes Gravel Gang, New Forest Off Road Club and Sisters in the Wild.
It’s the same for mountain biking, where exclusive women’s events like the Limitlass and Dirt Divas festivals in Scotland, and Project Evolve and Sisters of Send in Wales, have been warmly received and are growing annually.
Limitlass Festival sold out in 24 hours in only its second year highlighting the growing popularity of mountain biking among women and the desire for women-only events.
Social media plays a pivotal role here, providing a platform for connection and community-building enabling women to create their own culture.
As noted by Riddell, May and Finnie from Limitlass: “To foster growth, finding your tribe or community is key”.
Women-only events offer that sense of belonging, filling a void for many who don't feel integrated into the male-dominated cycling world. This inclusivity is vital for the sport's future expansion.
Track cycling is another discipline that sees low participation numbers.
Fiona Walker established the Women's Track Fund in Scotland in response to dwindling participation leading to the cancellation of women's track events.
This initiative offers affordable coaching, empowering women to progress in racing. The fund has significantly boosted involvement in this segment, and numbers in local leagues continue to grow – from races being cancelled due to lack of numbers to entries, races now consistently reach ten or more riders
What about road cycling?
Progress in women's cycling on the road has been happening, albeit slowly.
It's taken considerable time for women to gain equal recognition in this domain, which has long been overshadowed by a masculine culture deeply rooted in the sport.
However, akin to mountain biking, the future holds promise for female road cyclists.
On the competitive front, significant strides have been made. The introduction of Paris–Roubaix Femmes in 2021 and the Tour de France Femmes in 2022, complete with media coverage and backing from brands, marks substantial milestones.
Looking ahead to 2025, the introduction of Pro Teams in women's road cycling will establish a three-tier system mirroring the men, aiming to bridge the gap between WorldTeams and Continental teams.
Iris Slappendel, the Executive Director of The Cyclists’ Alliance, an association that supports the women's peloton, underscores this shift as a crucial step: "It’s a very big step from Continental to WorldTour level."
This new tier promises to open doors for more female riders to thrive within a professional structure closer to their male counterparts.
Gravel is leading the way
Gravel cycling is a leading force in gender inclusivity within cycling disciplines.
Unlike mountain biking and road cycling, gravel riding is a relatively new discipline and lacks the entrenched male culture of its counterparts.
Gravel riding is also more appealing to those who are attracted to road cycling but are put off by the traffic or who are attracted to mountain biking but put off by its 'gnarly' reputation.
The rise of women's gravel groups has been instrumental in fostering inclusivity and making cycling more appealing. Groups like Sisters in the Wild, a community focused on bikepacking and gravel riding for women, trans, and non-binary individuals, have been pivotal in organising events and creating safe, enjoyable spaces for like-minded people to connect.
Originally founded in Slovenia and now based in the UK, this organisation has made remarkable strides in promoting inclusivity in cycling.
These groups’ efforts go beyond just riding; they empower women with bike maintenance and route planning skills, fostering a sense of empowerment extending beyond cycling into other aspects of life.
This holistic approach enriches individuals' cycling experiences and equips them with tools for a lifetime of adventures.
Gravel cycling's inclusive ethos serves as a model that other disciplines can learn from – creating spaces where everyone feels welcome and empowered to participate is essential.
Stakeholders to step up
Stakeholders must step up and champion female participation in cycling.
By listening to women, brands can better design products tailored to women's needs and preferences, while media outlets can showcase diverse stories and role models in the sport.
“We’d like to see more brands doing better market research and listening to what women actually want,” say the Limitlass trio.
“Brands that fail to promote female ambassadors and athletes are overlooking a large and enthusiastic audience”.
There is more to be done but we are heading in the right direction.
Initiatives like Uplift mentorship programs and women-only events are positive steps, but they need continuous support and advocacy from both men and women in the industry.
The Limitlass trio say, “It would be incredible to see more individuals in positions of power, irrespective of gender, take on the responsibility to drive change.”
Tackling challenges such as unequal treatment in races, derogatory comments, and inadequate representation in major events is key to creating a more inclusive environment for female cyclists. By amplifying women's voices, promoting diversity in leadership roles, and challenging stereotypes, the cycling community can work toward achieving gender parity and ensuring a brighter, more inclusive future for the sport.
Media and marketing wield immense power in reshaping cultures and narratives.
For sustained growth and increased participation, media and marketing departments must listen to women's wants and needs. “Ask them, listen and respond”, says Wilson.
This means creating content tailored for women, authentically including women in branding, providing more support and equal pay for professional female athletes, and producing content that resonates with women.
The women Dr Spotswood spoke to in her research want to consume different content from what is often on offer. She tells us that women “engage with the idea of adventure more than tech.”
She continues, “the Alpkit newsletter unbelievably, came up so many times as [as a brand women identify with] adventure comes first before the product, [women] want to read about adventure.”
Brands and media outlets must evolve with the times to avoid being left behind.
In competitive cycling, race organisers can boost female participation by allocating a set number of entries for women rather than relying solely on a first-come, first-served system.
Compared with men, women often juggle caregiving responsibilities and need time to plan around them. “For mums, it could be the struggle to find childcare or the feeling of 'mum guilt' when doing something for themselves”, say the Limitlass trio.
They may also approach racing with more consideration, requiring thoughtful preparation before committing.
Claire Sharpe of All Terre Adventures, who organises the Bristol Rally, a bikepacking event, allocated 50 per cent of entries for women and 50 per cent for men.
The tickets for men sold out quicker than those for women, but implementing small changes can encourage more women to participate and nurture a more inclusive environment.
Continued effort needed
The momentum for greater participation in cycling is growing. Women are driving this movement forward, but it's equally crucial to have the support of men in the industry.
Along with his business partner Alex Rhodes of Alterra Performance, Ash de Lotz of Motion MTB Coaching is spearheading a women's cross-country mountain biking race team.
He says he chose to work with women because they “weren't getting enough support and we wanted to do something about it”. De Lotz and Rhodes’ initiative stems from recognising the lack of support for women in the sport and their determination to address this issue.
Increasing participation in cycling is a shared responsibility, across demographics. While progress is evident, there's still a gap in awareness among some men regarding the challenges faced by women and underrepresented groups in cycling.
This lack of awareness was, in part, the reason for Dr Spotswood’s research – a discussion with a friend who commented on how much women's cycling had moved on prompted Dr Spotswood to ask “Has it?”
"Things have changed, because there are loads of women. And there's loads more opportunities. But we look at the figures, and it's still very stubbornly 80 / 20 [male to female participation]", says Dr Spotswood.
It's evident that women's participation in cycling is on the rise. The increasing popularity of women-only events like Limitlass and Sisters of Send, along with the presence of numerous groups such as the New Forest Off Road Club, highlight this trend.
Brands are also stepping up by supporting female riders and paying attention to what women want from their gear. It's crucial to sustain this momentum to prevent any regression in the progress made.
“The future is undeniably bright for female participation in cycling” say the Limitlass trio and this is a feeling shared by others we spoke to.
Wilson says: ”I'm noticing more women working at events and trade shows, I'm seeing more female rider presence on social media and also out on the trails. It's fantastic to see.”
Societal shifts toward dismantling gender norms contribute to this progress, and achieving true gender parity in cycling will require continued effort.
Hopefully, we can have a future where women from diverse backgrounds feel empowered in cycling – a space where inclusivity and representation are paramount. This future depends on fostering connections, promoting female riders and sharing knowledge across the cycling community.
