He's already doing the most important thing - actually talking to the women. I'll bet a lot of women are basically ignored in LBSs until they walk up to a cash register with item in hand.

Also, sponsoring a Women's Clinic would be a good idea. The LBS here did that last year and it was a HUGH success. They expected about 40 people and ended up with about 200. It was a mtn. bike clinic. They had you rotate through stations. There were bike handling skills, ie. learning how to bunny hop over logs, maintenance skills, etc. Even had a pro racer at the clinic who gave a talked to us and did trail rides with us. It was very cool. They are doing it again this year.