I don't think sex selling and cyclists really fit well. I mean guys that ride bikes are normally a bit tech-heady. They want to know about the technology, the design, the weight savings, did it help so-and-so to win this race. They actually find the bikes "sexy" in themselves- like the curves, colour, shape etc. I tried to get our photography more "sexy" as such by getting the photographer to try different angles and not just side on- boring shots. I wanted close ups of the carbon lay-up, the aero curves as well as the technical data and testing to be shown. That's what a person is buying with a bike.

However things weere a bit different for race and street BMX- these guys are skater boy, strret creed stuff. They wanted colour, design and people doing tricks and stunts. I think most guys here are not really into booth babes either. They admire skill and ability top most and are anti-establishment. Racing BMX also doesn't have anything to do with skin showing- it's all body armor and full race helmets there.

I suspect the brands that are using "sex sells" are either out of touch with their target audience or trying to take the easy- shock value route.