The first thing is creating an approachable brand for women. It’s no secret that bike shops and outdoor shops can be intimidating for those that are beginners. And so for here at Wild Rye, we’re definitely trying to celebrate women at any point in their outdoor journey, whether they’re just getting started, or are super experienced.
Our ambassador team, for example, includes women who are pretty new to the outdoors, because we want that representation.
We’re also the apparel sponsor for a WorldRide, a non profit that works to empower women globally through mountain biking. Plus we’ve partnered with SheJumps, which creates safe, educational outdoor experiences for girls and women.
Another thing: We launched Women Led Wednesday—similar to Small Business Saturday, we celebrate it the Wednesday before Thanksgiving, and it’s a holiday that encourages people to discover women-led brands. This is another way we’re hoping to elevate women in the outdoor space and beyond.