Where are all the Ladies? A Technical University Just for Women
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"Where are all the ladies?"
It was the one question that Sara Jarrell and Elayna Caldwell kept asking themselves. "We have these OE camps, and as I’m sitting in these meetings I’m like, 'Where are the women?'" says Caldwell, SRAM's Director of MTB Marketing. An OE Camp is an event where Original Equipment Manufacturers, or brands are invited to learn about and test future product. Sara Jarrell, an Engineering Tech, was wondering the same thing. "We host test rides and camps for dealers to attend and we give an open, 'Hey bring some people,' so they (the women) weren’t necessarily getting the invites from the places where they worked." Sara's job at SRAM is to educate dealers and OE's about SRAM product. Being a woman in the industry that works closely with product she was keenly interested to find a way to bring the women together and give them an opportunity to learn.
Jarrell took matters into her own hands.
"(I began) speaking to women in the industry, talking to them about how they choose to spec parts on their bikes. You know, trying to figure out how we could help that process, how to give them more information. I was like, 'How can we help you do your job? How can we help you choose the products how can we help you choose what you want to put on your bike, what makes the best sense for you?' And I was like, well, why don’t we have a STU? Because what I do is STU, teaching classes and educating people about our products."
STU stands for SRAM Technical University. It's a department of the company dedicated to educating brands, dealers and internal staff on product. Jarrell began asking various industry women - not just product managers - if they would be interested in coming to a women's only STU event. "They were definitely excited, when I brought up an idea where they could come, learn and ask questions, overwhelmingly the response was super positive. They were like 'when?'"
The next step was to get all of the different brands into one room. Usually in a situation like this brands work with SRAM one at a time to ensure that each company's future product plans are kept under wraps. "I was pretty clear from the get-go it wasn’t for them to talk to us about what they’re doing, but for us to talk to them about what we’re doing. And how they can apply that to their bikes and new designs on their own." Jarrell didn't leave any stone unturned, figuring out who to invite from each brand, making sure everyone had someone represented. She didn't only reach out to product managers, she reached out to women in the industry with other job titles too. "We have people from marketing backgrounds, we have people from product backgrounds, we have women who share both of those hats."
Of all of the brands that Jarrell reached out to, all of them sent someone.
Elayna Caldwell, SRAM's MTB Brand Director, has spent much of her career supporting the development of women's mountain biking.
Sara Jarrell has over ten years of mechanics experience and harbors a wealth of product knowledge.
SRAM are somewhat seasoned at hosting brands for STU sessions and their facility in Colorado Springs, Colorado, is set up with a lecture room and workshop precisely for events such as this. Upon arrival it's clear that there's a lot of influence in attendance. Trek, Kona, Specialized, GT, Cannondale, Juliana, Giant and Surly are all represented, along with PeopleForBikes, World Bicycle Relief, and SRAMbassadors Lindsey Voreis, Katie Holden, Nicole Duke, Leigh Donovan, Rebecca Rusch and Tammy Donahugh. Not to mention what feels like every North American female SRAM employee.
The curriculum is tailored to cover the breadth of the job descriptions in the room. Boiled down it is essentially, to learn about feature benefits, product information and then to test ride.
Over three sessions we cover theory for brakes, wheels, drivetrain and suspension. These are in-depth classes that cover the basics through to the more complex details.
Brake theory for road and mountain. Sara explains the different types of systems, where braking power comes from, different types of fade, how to properly bed in brakes and so forth.
We also discuss the features of SRAM's latest brake lineup.
Cassette comparisons, the 1X line-up and the new GX line were all up for discussion during the drivetrain session.
Sara's suspension presentation covers new product.
Suspension set-up.
How suspension internals work.
And a fork servicing.
 | I have already been able to apply some of what I know practically - when talking about spec details for bikes, etc. I've also already taken my fork apart just to try and remember how to put it back together. Knowledge is power, I think, so although it isn't always exactly translatable to my job day to day, this kind of knowledge makes you feel more confident in your job, conversations, etc... Stephanie Kaplan - Women's Road Line Product Manager, Specialized. |
| There was a lot of useful technical knowledge that I have already used working on my fleet of bikes. I also got a lot out of the suspension set up discussion. Getting a really solid foundation of understanding for the internals of the equipment gave me a bit more confidence to do more thorough fine-tuning. I'm excited to be able to pass that knowledge forward to my customers and ensure they get a really good experience on their demos. I also was really inspired by a lot of the women, their stories, and all they are doing in their communities. Andrea Turner, Factory Demo Coordinator, Santa Cruz Bicycles |
This STU session isn't only designed for the attendees to learn about product, it's a chance for SRAM to present some of the other projects they are involved with such as World Bicycle Relief, the foundation started by SRAM that mobilizes and liberates people in third world countries by providing access to bicycles, and PeopleForBikes. PeopleForBike's VP of Business Jenn Dice covered the work that the organization undertakes, which is not insignificant. Her job is to build political clout and influence for the foundation which is the largest grant giver for bicycle initiatives in the USA. PeopleForBikes recently hired Dr Jennifer Boldry to perform a study to gauge just how many people actually ride bicycles in the USA.
Here are some quick and interesting facts that were uncovered during her research:
• A ten minute online survey was conducted with 16,000 respondents, 9,000 of which were kids. The margin for error is 1%.
• 34% of people ride bikes in the USA. That's 103.7 million people. This means they rode a bike at least 1 day in the last 12 months.
• 44% of these people are women.
• From the ages of 3-9 years male/female participation is the same.
• The participation of women in cycling drops as a teenager, while boys participation doesn’t drop until they reach driving age.
Jenn Dice.
Dr Jennifer Boldry.
| The big takeaway for me was all the data Jenn Dice from PeopleForBikes and Dr. Jennifer Boldry from Breakaway Research Group presented on cycling in the USA. One of the most interesting things that they shared is that boys and girls ride at the same rates as children, but during adolescence, the gap between female and male riding participation starts to both widen and drop off. Keeping girls engaged as they become adults is something that I think is really important, and I hope that the work we all do helps close that gap. Cait Dooley - Product Manager, GT Bicycles |
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After mornings laden with theory and product, we hit the local trails to put to test everything we learned. Everyone had brought their own bikes to the session and each day had the opportunity to try out the products we'd been discussing in class, the major ones being the Pike, RS1, Guide Ultimate Brakes, Roam Wheels and the GX drivetrain.
Not only is test riding a chance to feel out new product, but it's a chance to decompress. Opportunities to ride with other industry women - particularly a group as large as this is not a common occurrence. It's an experience that appears to be thoroughly enjoyed by everyone.
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The Liv Ladies Janette Sherman and Abby Santurbane.
GT meets Surley meets Kona.
| I'm never here to tear down what another brand is doing, rather I love seeing brands offering product for women and taking different approaches to the need in the market. Options are what women want and what ultimately makes us all stronger and push ourselves harder and in the end, women win. It's rad. So I love forging friendships with other women at other brands. No I am not going to reveal exactly what I might be working on, but it is fun and helpful to share general challenges and successes we all experience. - Janette Shermann, Liv Global Marketing Communications Manager |
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 Climbing up the Front Range of the Rockies was quite spectacular. |
| What is great about getting all the ladies together specifically for this class is that females are certainly a minority in the bike industry so we've got to stick together, encourage each other, learn from each other, and empower one another - real change is happening in the industry to recognize women as real contributors to the sport and it takes industry leaders like these women to make that happen. Get us all together and we become even stronger and more cohesive in our mission to get more ladies loving bikes. Angi Weston, Kona Sales |
Leigh Donovan basking in the atmosphere.
The test sessions were equal parts ride and chat time.
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| No fun was had. Katie Zaffke of Juliana Bicycles. |
| I loved that we all rallied to be there to make the future of riding and product better for women. I learned a ton...for example, I now have three solid points as to why 1x is better for women. And, I have anecdotal stories from the SRAMbassador coaches that verify these points. It was great to learn product, talk about real world examples from women who know, and then think about how to put this into practice with our offerings - from the product side of things and the marketing side of things. Katie Zaffke, Juliana Bicycles Brand Manager |
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| These two SRAMbassadors Rebecca Rusch and Katie Holden work together quite often on Reba's Gold Rusch Clinics. |
The trails in Colorado Springs are known for their "kitty litter" which is a very dense layer of tiny pieces of decomposed granite.
Katie Holden has her kitty litter surfing skills on lock.
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| Lindsey Voreis and Nicole Duke clearly hate riding bikes. |
| I loved meeting other women in the industry who have the same passion for getting more women on bikes. I loved seeing how down to earth all of the women were and getting to see who works for what company. This industry is all about connections and relationships and it felt really good to get to know other women in the industry. It was a highlight just to be invited! Lindsey Vories Director of Inspiration, Liv Ladies All-Ride Clinics. |
From yoga in the mornings...
To margarita's in the evenings. SRAM Technical University covered several extra-curricular educational subjects.
| We're out there. There are a lot of women wrenching and working on products, not just women's specific products, that have been in the industry for a long time. In the chaos of a tradeshow or in a dude-heavy office setting it can be easy to feel like you're going it alone. It was incredibly beneficial connecting with other folks experiencing similar challenges and building a better network to bounce ideas off of and share perspective. Amy Kippley - Product Manager/Surly Bikes |
| I think most of the women in there are surprised to see so many other women doing what they do or something similar and you know, kicking ass. Slowly we're growing our numbers in the industry, slowly we're becoming a powerful group, we're having a voice that's standing out and being presented. I am totally ok with being represented by the group of women in that room. - Sara Jarrell |
| We wanted to see what would happen if we changed the tone and held a STU just for women in the bike industry. Would it make a difference? We think it did. After spending a week with this awesome group, we feel more educated and excited about the future of women's cycling. - Elayna Caldwell |
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OE camps aren't uncommon, they're an important part of how the industry keeps moving forward. What is uncommon is putting a large group of industry women in this environment together. What started as an opportunity to learn about SRAM's products quickly turned into an event that struck a deeper chord with the attendees. To hear everyone mention time and time again how impactful it was to meet and learn with their peers indicates that women are still the minority, but the tide is turning. More women are steadily entering the industry and more women are taking interest in product. Last year over 800 women in the USA applied for the QBP Bike Mechanic Scholarship program. These numbers combined with initiatives such as SRAM's Women's STU show that the ladies are out there growing their presence. They also suggest that the term "minority" should soon be in the rear-view mirror.
Would Jarrell, Caldwell and SRAM do it all again? The answer is yes.
Photography by Anne Keller.
Additional photography by Rachelle Frazer.
MENTIONS: @SramMedia
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I recognize that it is more intimidating when there is more of another group than your's. When I grew up, I was the only asian kid in the entire class and ethnic-based college clubs exist for a reason, just like SRAM's camp. But I can't get mad at Americans as a whole JUST because I'm part of a minority in a country foreign to where I was born.
However, let's be respectful to BOTH genders. Nobody in mountain biking is doing what you're saying. Tell me the last time a guy literally said:
1. "this is how we guys do it, why don't you move along to your whatever that girls do." As far as I'm concerned, there is NOT EVEN a male or female specific way to ride a bike. If anything most guys are happy to see women on the trails.
2. If you have heard this, you're hanging out with the wrong humans, male or female.
3. You can't recklessly condemn mountain biking's majority gender for the words/actions of a few bad apples. Just like I can't condemn women(like my mom and sister) for what you assume about us: that we're all bros and dislike women in mtb'ing. Peace.
Agreed.
"Lets have our own club where boys aren't allowed"
Its about providing a platform for woman to learn & get further involved in the industry which is great.
Im pissed off that I see my country's flag next to such a ignorant comment - Unfortunately pinkbike is dominated by young people who do not quite understood how to voice their opinion without coming across as sexist or idiotic.
I recently defended the comments section on Reddit on a 'sexism within pinkibke' topic purely because I think young guys are always going to say stupid shit so moaning about sexism on pinkbike is a silly notion as it will always be there as its the internet
I still agree with my stance on reddit.... but you are 25... what is you excuse?
I guess it wasn't enough for you to just cry on reddit about being offended by an opinion, you also had to cry about being offended on pinkbike also. Apparently you think you're making a strong argument by calling him sexist, but you sound like a sjw cuck to me.
Sexism in my view is creating blockades for the other sex to not be involved or included in something. That's exactly what this Technical University is. But because it's by women and for women us men don't want to say anything or be branded a Anti-feminist.
If women want to be treated the same as men, in the day and age, don't go pointing out the fact your a minority in a male dominated sport. We know. I feel that if women keep bringing the sexism argument again and again we'll continue to have this idea in our heads that the two sexes aren't equal.
'we'll continue to have this idea in our heads that the two sexes aren't equal'
It's not an idea, it's a fact. Scientifically verified. Try as I might, I can't seem to ovulate. Another way of putting it, where did all those people go that went on about 'men are from Mars, women are from Venus'? i remember that being championed a lot when I was growing up.
Let me share with you some of the results of my research:
- Mountain biking has always been in an awkward place between progressive and full-on sexist. Since the first UCI competitions, female athletes won equal prize money, yet their image was used in a whole different way. For instance, they were absent from most media and advertisement except when they wore bikinis - anybody remember Marzocchi's Bomber Girls? I do, and so do the women in the industry as well as current marketing professionals.
- The problem women often feel when riding with men is that they feel the skills gap between riders of any gender is adressed in a very wrong way: instead of taking the time to explain, scout lines, encourage and be supportive, higher-skilled riders often act as very poor trainers: « just grip the bars tight and let go of the brakes » « just go fast and it'll be smoother » « stop thinking so much and just ride » . Not to mention how little mechanical knowledge is usually passed from male to female riders.
- The male population here on pinkbike seems very eager to bash women-focused or women-specific events with simplistic remarks such as the first upvoted post in this comment section. However, deep hipocrisy resides in this attitude, as we simply do not see men organize women-friendly events where the social environment is built around solidarity and learning. From this vacuum, women have simply went ahead and done their own shit since men didn't seem to give a damn.
So in essence, you can feel those events and clubs are just logical responses to problems we have failed, as riders, to adress correctly. And we have to own up to our mistakes and realize that women are doing it correctly, and for all the marketing appeal those events have, at least it's money going in the right place: bringing more women into the sport, and lowering the skills gap.
Funny how sometimes the male riders' reaction is a word-by-word copy of anti-feminist one-liners from Reddit. Women didn't even need to bring up feminism to claim their rightfully-deserved place in our sport, and in doing so have not prevented a single man from riding. But oh, hey, pinkbike commenters have something to say about feminism, however unrelated, so we should listen to them first. Notice anything wrong?
Always found this interesting. Majority (not all) female riders I know say the same thing, stopped riding as teenagers and then got back into it in their mid 20's. When I ask why they stopped most of the time the answer is " I dunno."
hope this changes in the future.
Girls, on the other hand, tend to connect with other girls more in a "hanging out" mode at that age. I don't know if that's because of social/cultural norms, or something inherent. But for them to get their social time, there's less outside activity involved.
As a parent, I tried really hard to provide my girl opportunity to find connect time with her girls outside at that age. To some extent, that worked, and she's got the outdoor activity bug, but it's a harder sell than with boys for some reason.
Also kudos to sram for doing this, I think they should just offer this to us mere mortals, be a great way to learn about the product and industry
My wife and daugher, although they enjoy riding, refuse to get up early to do it and then complain about the heat later on in the day.
In the end, my son is progressing far more than my daugher simply because he rides more, and frankly this sport isn't much fun until you reach a certain skill level (which comes with practice).
I can't believe she spent $2400 on a purse.
nice name by the way, from Rosa Melcacho
Al día de hoy soy un tipo feliz.
También me interesaba ver cómo le metían caña al sueco (still not joined his gang of dedicated fans), un tipo que da mucho juego.
@cmmx sorry man, have no clue what you say, not fluent in Portuguese
Passos Dias A. Boavida = paso los días a la buena vida (passo os dias à boa vida).
Jacinto Leite Capelo Rego = ya siento la leche acá por el riego (já sinto o leite cá pelo rego).
The crazy thing is that I'm sure half these commenters who are bagging this event are the same ones that say "I wish I could find a girl that can ride like that!" when such a video is posted. Female mountain bikers don't just grow on trees.
Not saying all girls and boys act in gender normative ways - but there's a tendency for the population of boys as a whole to act differently from the population of girls as a whole that can't all be explained by social norming (and I fully agree with you that social norming can be rather harmful to kids' self expression and development).
why?
just for ladies
Just for men
keep them separated
i don t get it, girls want to be mountain bikees cool, girls want to be mech cool
girsl want to DH race ect... cool
put when you come up with this shit of Girls ONLY, its not helping the cause
"we are all mountain bikers girls and boyz"
why do we keep isolating your self from each other
thats the real problem
Quite frankly most of us could benefit from some of this "training", but what is weird to me is how many industry people need to learn simple technical procedures - this is your career right?
Anything else is just excuses. GIRL POWER !!!
Do men need to be an equal and integral part of the make up community, or the skirt wearing community? Perhaps the long hair community in most countries, or the shaved head community in Kenya? What is the obsession with getting girls on bikes? If they want to ride, they will. Just as if men want to wear skirts and eye make up, have long hair and learn how to compromise they are welcome to do so.
Womans fashion is massivly sessional and I would say most woman (its obvious in any street) dress to the latest trends. The cost of that including shoes, make up, beauty products, £50+ hair cuts, spray tans etc is significant. Most blokes can get away with a can of lynx, a bottle of shower gel, an £8 hair cut and the same pair of jeans for years.
Pay inequality is such an assumption in 2015.
Its where you choose to spend your cash and what on.
@Racerxd. Kinda skewed idea that income inequality has more than a tiny impact on men riding more than women. At that level, I reckon an aversion to dirt has more impact. Think about it, gender inequality regarding both sexes in the same role is nowhere near the vast spectrum of pay disparity within say, just men's earnings. Doesn't stop some men using their 65% cheaper bike more often than the guy with the X1 BronsonC in his garage thirteen days out of fourteen.
@TheFlyingYorkshiremen. I suspect that might well be likely nowadays, it hints at a thought I have... The employment market is competitive these days.. Surely most companies hire the best person for the job and pay them what they're 'worth' (read: as little as possible to get them to stay)
Final note: women feeling the need to overspend on how they look is not my problem. Just saying.