I'll get blasted for this, but sex sells. It's as simple as that. Every company/convention uses it to some degree and it's not going away. Guys are visually oriented for better or for worse and companies know that. Now the guy representing the pope in this shot for some odd reason leaves much to be desired and leaves me feeling grossed out. If that's how Cannondale is representing themselves, their PR department screwed up.

Where the companies need to appeal to women is through their reps attitudes toward women. Be friendly. Be comfortable and be willing/know your stuff. Nothing wrong with a little ego stroking, just don't come across as pathetic. If I walk up to a booth and feel talked down to or made to feel stupid, I'm walking away. If the only things at your booth are made for the male audience, you have nothing I want. If you cater towards the elite professionals, someone like me knows I don't belong at your booth.

The thing that companies need to realize is that there are a huge range of cyclists out there from the top professionals to recreational riders and provide for that. Catering to one group leaves you earning money only for that percentage of the population. If that's all you care about, that's fine. My money goes to the companies that cater to my needs. I'm not brand specific or loyal to one company. If you have what I need or want, you have my attention, my money and I'll be at your booth.

In real life, most guys know what makes a real woman athlete and it's not about booth babes, it's about us.