Nothing wrong with using whatever marketing skills are out there if it brings customers to your booth. I think most guys already know what they want when coming to shows and having the added "asset" helps. However; it probably turns most women away with scruffy looking guys and models. Men are visual but women are feeling oriented and want that connected feeling when talking to someone at a booth.

The cycling industry needs positive, smart and caring women in the industry to attract women cyclists. Why only have 1/2 of the market when you could have all of it at a show or at your shop?

The one thing that helped me over the summer was being at a LBS and a woman was talking with the owner. I admired her bike and we got talking. She said when she first started she fell over all the time and it was hard to get used to the bike and had huge bruises. It was an instant connection since I've had the same problem this summer and knowing someone else had gone through the same thing gave me a huge boost of confidence. That sold me on cycling more than any shop owner could ever do.