The Women’s Collective
Content provided by Verde Brand Communications
The Women’s Collective is an inclusive space, located at Bayside B #8048 - near the E-bike Track, for men and women to gather, learn and discuss the state of the women’s bike market.Together with industry leaders, Verde Brand Communications will be providing insight, tools and analysis for retailers, manufacturers and event promoters to deepen their engagement and authenticity with women, and to ultimately increase sales among female consumers.Stop by to take advantage of a full slate of panels and seminars; to check out new women’s products merchandised for in-store display; and to relax with a beer at happy hour!
Best-selling Author Selene Yeager signing her new book, “Big Book of Cycling for Women”
Wednesday, September 16; 10:00 am – 11:00 am
Selene Yeager is a badass athlete and competitive cyclist, best-selling author, and personal trainer, who is the inspiration and spirit animal for many women (and men) who are as passionate about fitness as they are about pedaling for fun and to win. Stop by to meet Selene and pick up a signed copy of the “Big Book of Cycling for Women.” She draws from her experience as a trainer, an athlete, a dietitian and a gear tester to provide women with a comprehensive manual on equipment, lifestyle, technique, training, and fitness goals.
Plan Your Buy: Market Research from the Street (and Trails and Bike Paths and Peloton) as Learned Directly From Seven Years With an All-Female, 125-member, All-Disciplines, All-Levels Cycling Group
Wednesday, September 16; 11:00 am -11:30 am
Patty Nilsen founded Team ten20 in 2008 in Boulder, Colorado. Seven years later, it has developed into a group of 125 passionate riders. The most unique aspect of this team is that it's inclusive to all types of cycling and all skill levels. It shouldn't work but it does! And it does because Nilsen, a 24-year veteran of the bike industry, listens to what her team wants and creates an environment for them to achieve it. With a background in design, marketing and merchandising in bikes, footwear and apparel, Nilsen has conducted formal and informal market research that will help retailers plan their buys, learn how to engage more effectively with female customers, and better understand buying habits that directly impact the bottom line. Join Nilsen and Kristin Carpenter-Ogden, CEO and founder of Verde Brand Communications, for a quick, 30-minute conversation to kick off your show with profits and customer service in mind.
Learning from Peers: How These Award-Winning Retailers Have Increased Profits and Developed Consumer Loyalty by Catering to Female Customers
Wednesday September 16; 2:00 pm – 3:00 pm
Join several of the finalists nominated for the Interbike Award for most female-friendly shops in the nation. With creativity, leadership, and a solid dose of learning how to listen to what their customers want, these retailers are not only leading the charge to increase the number of women participating in cycling, but they’re also helping to grow the industry, improve quality of life in their communities, and are building strong, profitable, sustainable businesses. Learn how you can do the same in your shop and in your community. Panel discussion will be moderated by Megan Tompkins, publisher of BRAIN, and Kristin Carpenter-Ogden, CEO of Verde Brand Communications. Open Q&A to follow.
Women: The Majority Minority & Cycling’s Secret Weapon
Thursday, September 17: 9:00 am – 10:00 am
Studies show that the majority of bicycle owners in the coveted 18-27 age bracket are women, yet when it comes to riding bikes women are outnumbered by men overall by a factor of as much as 2 to 1. Women represent a vastly underserved and underutilized population of advocates for the growth of cycling. Up to 95% of purchasing decisions for the entire household are made by women. Female shoppers account for 85% of all consumer purchases. Women make 80% of healthcare decisions for themselves and their families. In this session, pro mountain biker and My City Bikes ambassador Micayla Gatto will discuss strategies to go beyond the "shrink and pink" mentality to more effectively engage and cater to women at every skill level, creating a ripple effect of cycling enthusiasm that will impact the health of our communities and bike shops.
U.S. Bicycling Participation Study: Insights and Surprises
Thursday, September 17; 10:00 am – 11:00 am
Join Kate Powlison, of PeopleForBikes, and Dr. Jennifer Boldry, of Breakaway Research Group as they uncover the important and interesting findings from the newly released U.S. Bicycling Participation Study. The report reveals some insights -- and surprises!
What stops American women from riding bikes? Mindful of the higher women’s riding rates we see in the most bike-friendly countries, we wanted to learn more and test the assumptions. PeopleForBikes recently commissioned the U.S. Bicycling Participation Study, an unprecedented comprehensive survey of bicycling participation. The study measured all kinds of riding by all kinds of people, including women. It turns out that a number of common assumptions about gender and bicycling are wrong.
Brand Panel: What's Hot in Women's Gear, How to Sell It, and Why It Will Boost Your Bottom Line
Thursday, September 17; 11:00 am – 12:00 pm
Hear from a collective of leading brands and the hottest emerging brands in the women’s sector on why they’re putting their money, R&D, and support into women’s gear right now. Learn the facts behind the global phenomenon of “the female economy,” and how the top growth opportunities in cycling right now focus on women. We’ll discuss trends in women’s gear and sales, and get a preview of the hottest women’s items on the show floor. Moderated by Kristin Carpenter-Ogden, CEO of Verde Brand Communications.
Merchandising Tour: A Walking Tour of the Show Floor Led by Mercedes Ross, of Merchandising Werx!
Thursday, September 17; 2:00 pm - 3:00 pm
Join Mercedes Ross, of Merchandising Werx!, on a merchandising tour of the show floor to celebrate and discuss effective strategies for designing female-friendly shops on any budget. Women control the budget in over 75 percent of all American households and are loyal brand advocates when treated well. Learn through example on how to create an environment and shopping experience that appeals to both women and men.
OIWC Presentation: Leverage the Intersection of Cycling, Fashion and Culture to Drive Bottom Line Success With the Female Consumer
Thursday, September 17; 3:00 pm - 4:00pm
A can't miss event hosted by Outdoor Industries Women's Coalition with support from The NPD Group's leading analysts. We will explore insights gained over the past 60 years in fashion and retail that influenced the rise and success of women specific gear and sales in the cycling industry today. We will also look at the latest cycling industry and fashion trends to understand opportunities for growth moving forward.