Bee-lieve in yourself
Hive Ride
We all ride bikes for different reasons: some for overall fitness, some to race and test physical limits, for others it’s a way to get outside and unwind. No matter the approach, I think we can all agree that we do it to feel like we’re a part of something; we do it to feel part of a community.
In the global cycling community, and more specifically road cycling space, that community has traditionally looked a certain way. It’s a community with strong traditions and therefore unspoken “rules” of how to dress and present yourself (socks at a certain height, glasses over – never under – chin straps, to name just a few). This has also been a space predominantly occupied by men. As a woman, I’m used to being in the minority, and that has just been part of the sport for me in the 10 years that I’ve been riding bikes.
My name is Emma Boutcher, and I’m a product development manager at MET.
Working on the product team means that a lot of my time is spent in an office, prototyping, testing, and ideating with my coworkers. But before any of this work can be done, you need to get out and immerse yourself in the sport.
You need to interact with riders, ideally not on zoom but rather in an environment that makes them feel at ease and willing to open up. Only then can you truly understand their needs, empathize with their problems, and turn those “problems” into solutions i.e. meaningful and purpose-built products. While it may not always seem this way, the sport is rapidly evolving and so too are the needs of the riders of this sport.
These needs are different from rider to rider, across ages and genders, and are all valid. Traditionally, the voices of men have been the loudest and have therefore been the ones that get translated into new products. As a female rider and industry member it’s my responsibility to listen to and elevate the quieter voices.
Last weekend at the Hive Ride, surrounded by 85 other women, I truly felt that this sport is evolving, becoming more inclusive and starting to feel like a true community.
Following photos, riders would meander over to the helmet display corner, immediately engaging not just with the brand but with the product.
We’d help with fit testing, showing not only how to find the right size, but adjust the helmet (by elongating the chin straps and repositioning the size adjuster) to find the perfect fit. Helmet in position they’d admire themselves in the mirror as the interwoven purples and blues and pinks of the Tadej Dream State picked up and accentuated the various colors of their cycling kit. Dressed and ready with a properly fitted helmet and the right color to match, we managed to inspire confidence, security, and a feeling of empowerment.
