"Why don't your marketing materials say that this is for women?" This from the events people at a leading motorcycle gear distributor after they signed on for the inaugural California Moto Market pop-up store, coming to Ducati Newport Beach on June 11, 11:00 am to 6:00 pm.
Event organizer Caitlin Maher shoots back: “Why doesn’t it say anywhere that all the other motorcycle gear events—and all the motorcycle gear stores—are for men? Because that’s what they are. Maybe with a couple pieces for women, pieces you can bet are NOT in my size.”
She’s got something there. For one that claims to be courting women riders, the motorcycle industry doesn't always make it easy for the girls to get on board. “Some of us aren’t just riding bitch on our boyfriend’s cruiser,” says Maher. “And some of us don’t want pink, blinged-out jackets and fringed pants. Some of us are actually in it for the riding, so we want protective fabric and armor, just like the guys do. And we want to try things on so we don’t end up spending double because we’re sending online purchases back for a better fit. So that’s what we’re doing.”
California Moto Market offers a venue for merchants to sell their wares including apparel, luggage, accessories as well as motorcycles and more, all aimed at the the long-overlooked feminine rider demographic. Thanks to The Litas' "world-wide female motorcycle collective," Maher is getting the word out to clubs across the southland, who are planning their Sunday rides around the event.
Will this be the first of a series of pop-ups aimed at the female rider market? “That’s the plan,” says Maher, who rides with the Long Beach Branch of The Litas, formed just last November but already 65-members strong. “Just look at how fast our group is growing. We get new riders every week,” Maher says. “I think we have a ready-made market.”