Booth Babes @ Interbike

[Susan Otcenas]

I'd like to weigh in on this.

First, let me start out by saying that the booth babes drive me batty. It's so sexist and outdated that it makes me see red every time I see one of them. That said...

Interbike is not aimed at the consumer. Although a few consumers get in to the show because their bike shops get them passes (a big no-no, but it happens), the vendors are not really attempting to speak to the consumer here. What they want is shop owners and their employees to be attracted to their booths and to place orders for their products. The harsh reality is that this industry is VASTLY dominated by men. Male owners, male shop employees, males running the vendors and vendor booths, etc. There are two ways to attract men to the booth that might not otherwise stop by. 1) eye candy in the form of booth babes and 2) free beer.

Over the 12 years I have been going to interbike, I've noticed two things. 1) the number of booths serving beer has increased every year, and the time at which they begin serving has gotten earlier and earlier. And 2) the number of booth babes has actually diminished quite a lot. Yes, they are still there at some vendors, but in far fewer numbers than it used to be. I think these two trends are correlated. If you can't give 'em skin, give 'em beer.

There is far more women's product at Interbike than there used to be. Not just from the traditional brands, but also a surprising number of women's-only brands (shebeest, sheila moon, soas, skirt sports, active angels, harlot, and more.) More female buyers and shop owners. The OIWC (Outdoor Industries Women's Coalition) has a women's lounge set up on the floor for women to meet and greet, have happy hour, etc. Lots more coordination and networking amongst female show goers than there used to be.

So, it's getting better. We aren't there yet, but as someone who has been around the industry a long time, I can say its definitely improving.

If you want it to get better, make your voice heard. When you see brands advertising in ways that you find offensive, you should send them a letter expressing your displeasure. Most of these companies just aren't all that big, and a relatively small number of complaints received can actually have a reasonably big impact.

Susan

[zoom-zoom]

If you want it to get better, make your voice heard. When you see brands advertising in ways that you find offensive, you should send them a letter expressing your displeasure. Most of these companies just aren't all that big, and a relatively small number of complaints received can actually have a reasonably big impact.

Susan

I think that's what surprised me by the Specialized ad with the sexy nurse...seriously, Specialized feels the need for that level of desperation?!

Replacing booth babes with beer?! That would be fine by me. I <3 beer, though.

[withm]

When I hear stuff like this - booth babes, beer at the show, etc, and coupled with so many inane articles and columns, not to mention silly advertising, in Bicycling Magazine, it makes me think the entire industry is being run by juvenile young men. Is it "Dumb and Dumber" for the cycling industry?