Female Motorcycle Riders:
The New Easy Riders or the Riders with a Cause

Terry Wilcox

English 112
Vik Bahl
June 8, 2004
Abstract:  The research topic for this paper is to identify and evaluate what factors motivate women to take up the leisure activity of riding their own motorcycles.  Since there is very little official research available on this specific topic, independent surveys and expert interviews were used to gather the primary research data.  Female motorcycle riders were asked both open and closed ended questions as to when and why they decided to ride their own motorcycles.  The enrichment hypothesis, which suggests that people may get involved in nontraditional leisure activities primarily because they are exposed to and supported by their immediate social environment, is one possible explanation.  The fact that some females are exposed to motorcycle riding by their family and friends may be a major factor in why they decide to ride their own bikes.  Another factor may be that women decide to ride their own motorcycles as a way of rebelling against the stereotypical female roles that are in place by our society.  In actuality there are many factors and influences that affect a women’s decision to ride her own bike, which include her immediate social support system, a sense of independence and freedom, along with a sense of wanting to have fun and express herself in her own unique way.

Female Motorcycle Riders:
The New Easy Rider or the Rider with a Cause

Since the inception of the first motorcycles in the early 1900’s, men have been the primary consumer and participant of this form of transportation.  However, recently more and more women are not only going along for a ride as a motorcycle passenger, they are taking the next step and moving into the driver seat and becoming a new segment of the motorcycle world.  With the long-standing stigma of motorcycle riders as bad-boys and hard-core biker gang members, why are women being drawn into this obviously male-dominated world of thrill and danger?  
The female rider may not be the kind of person you would expect to see cruising the back roads of the country side.  They tend to be well educated women with well paying occupations, which make them powerful consumers.  They are safety conscious and well educated on what type of motorcycle works best for them.  According to the Ethan Rouen (2004) the Motorcycle Industry Council says that one third of the 3 million female riders are college educated, with professional or managerial positions in the workforce and have a median income of $52,730.  As the number of female riders continues to increase, this consumer segment could begin to have an impact on how the motorcycle industry designs their products.  While motorcycles and accessories have been primarily designed for the male consumers, as more women become educated consumers, they will want motorcycles and accessories that fit their needs and desires.
What the Experts Have to Say
While there is little social scientific research on the subject of female motorcycle riders, this new phenomenon is definitely starting to be seen on the back roads of this country.  Carol Auster (2001) explores gender constraints on various leisure activities, including motorcycle riding, in her article, “Transcending potential antecedent leisure constraint: the case of the women motorcycle operators.”  Auster refers to research done by Almquist and Angrist (1970) in which they studied women who chose to enter nontraditional occupations.  Almquist and Angrist argued that “a woman choosing a nontraditional occupation is not so much a renegade as she is a product of additional enriching experiences which lead to a less stereotyped and broader conception of the female role” (p. 2).  Their proposal, known as the enrichment hypothesis, is a key part of the research project in which Auster attempts to evaluate whether this same theory can be transferred to the world of nontraditional leisure activities, such as motorcycle riding.  
Another point of view when it comes to women riding motorcycles, is stated by Barbara Joans (2003) when she claims in her article “Bike Lust: Harleys, Women and American Society” that riding provides a sense of “community, identity, and cultural icons that unite in spirit many groups across great lifestyle divides” (p.117)  While this sense of community may be felt within the motorcycle world, according to Betty Anne Clark in “A passion for motorcycling,” she, like many other women who enjoy the sport, are leery of sharing their enthusiasm for the sport with people outside of the motorcycle world.  Clark states, “There are just too many awkward questions that are asked, like ”Are you crazy? Do you want to kill yourself? or Do you just do this to find a man?” (p. 3)
Statistical data shows that the general profile of the motorcycle rider has been changing over the last few decades.  According to an article in About Women & Marketing (1999) motorcycle riders are more affluent, better educated and more mature than ever before, with female riders on the leading edge of these statistics.  The overall median household income for all motorcyclists is $44,100.  Of the motorcycle riders surveyed, 56% of the female riders report some college education, while only 42% of the male riders indicate some college education.  Female riders are safety conscious when it comes to riding a motorcycle, which is indicated by the fact that nearly one-third of female riders have completed a certified Motorcycle Safety Course, which is proportionally more than the entire motorcyclist population. The number of female riders is slowly increasing from 1% in 1960 to 9% in 1999 (p. 1).
Since the phenomenon of female motorcycle riders is a slowly growing population of the motorcycle world, there is still much to learn about how and why women decide to ride motorcycles.  Exposure to the motorcycle world, age, stage of life, sense on community, sense of adventure and freedom all seem to be real factors in a woman’s decision to ride.  Knowing this, are there identifiable personal characteristics that are common amongst these women?  Are they natural born risk takers?  If they are, do they take risks in other parts of their lives?  Are they rebels trying to fight the stereotypical role of what it means to be feminine or do they believe that even riding a motorcycle they are still very feminine?  While the motorcycle industry is driven by the desires of the male consumers, what could the motorcycle industry do, if anything, to influence more women to ride motorcycles?  How can the characteristics of women riders influence the motorcycle industry?
While female riders are a diverse group of women, they do have some similar personality traits and characteristics that can be identified and studied.  As more and more women continue to participate as motorcyclists, they will begin to influence the motorcycle industry, which in turn will force the industry to accommodate the needs and desires of the female motorcycle riders.
What Do Female Riders Have to Say?
In an effort to gather personal insight into the factors that are part of the female motorcycle rider’s world, a survey was presented to several female riders of different age categories.  The survey was distributed to only primary female motorcycle riders, not women who ride as passengers.  The intent of the survey was to get feedback on several topics that are related to the female rider and how, when and why she decided to ride her own motorcycle.
The survey consisted of an equal mix of open and closed ended questions.  The questions covered such topics as the age when she began riding, how long she had been riding, and if she was influenced by someone significant in her life when she made her decision to ride.  Other topics that were included in the survey deal with the type of motorcycle that she has purchased and whether the bike had to be modified to fit her for comfort or safety.  
Most of the women that were given the survey were eager to complete it and anxious to share their motorcycle riding experience.  Since few have ever been asked to provide input for a research project, they were glad to be asked for their opinion on this subject.  
The women that responded ranged in age from 30 – 49 years old.  The majority of these women had been passengers before they decided to ride their own motorcycles.  The average number of years of riding experience for these women ranged from 2 – 5 years.  Eighty percent of the respondents reported that they had met with some resistance from family and friends when they decided to ride their own motorcycles.  One woman even reported that total strangers have commented on the danger of riding motorcycles and the high mortality rate.  Every woman reported some level of fear when riding.  The general themes of these fears were based on either her own physical limitations when riding or the fear that other drivers may cause injuries to her while she is riding.  While all of these women expressed some level of fear, they were able to overcome their fears and take the front seat of their own motorcycles.  The biggest diversity in responses came when the women responded to the question regarding the top three reasons why they decided to ride their own motorcycles.  The majority of women cited fun, freedom and control as their top 3 reasons for riding.  However, there were also unique reasons such as wanting to be part of an elite group of people, the adrenaline rush, and hating being a passenger.  Several of the respondents also gave very practical reasons for riding such as economic transportation and ease of parking as reasons why they decided to ride their own bikes.
Based on the information provided through this survey, it is clear that there are some very similar characteristics of the female rider.  They appear to be able to overcome or at least manage their fear if they are motivated enough to do something that they are passionate about.  They seem to be very mindful of the danger associated with motorcycle riding, but they do not let the potential danger interfere with their desire to ride.  Even though they have all met with some resistance to their decision to ride their own motorcycles, again they have not let this resistance stop them from doing what they want to do.  
Another consistent characteristic is that these women do not appear to be rebelling against the stereotypical female role of our society, but rather they are comfortable and proud to be able to expand that role to include activities that are considered outside the social norm.  
Based on these findings, it can be said that the female motorcycle rider tends to be an independent person who is respectful of the potential danger of riding a motorcycle, but who is willing to manage her fear in order to enjoy the freedom of riding her own motorcycle.
Putting it All Together
Based on information provided in both the primary and secondary research sources, it is clear that there is no single answer as to why women decide to ride their own motorcycles.  It does appear that exposure to motorcycle riding has a significant influence on some women to ride, but not all.  While it is not uncommon to see female motorcycle passengers, who have obviously been exposed to the motorcycle experience, they choose to remain as a passenger and not take the driver seat.  According to Genevieve Schmitt, Editor of Women Rider motorcycle magazine (2004), “fear of the unknown is the main reason women give for remaining a motorcycle passenger.”  Schmitt states that some men discourage their female partners to ride their own bikes, because they want to continue to have them ride as passengers.  Family responsibilities, especially children are another key factor that keeps women from riding their own motorcycles.  So exposure to the motorcycle world alone does not seem to be the only factor that influences the female motorcycle rider.
Besides exposure from close family and friends, it appears that the media does not provide much general information about the increase in female motorcycle riders.  Like many other male-dominated activities, Michael A. Messner’s (2002) research indicates that in the world of sports media, male-dominated sports are well covered; however, women athletes and their events are not well covered, except when it comes to extreme sports.  According to Messner, “extreme sports are commonly viewed as alternative or emerging sports in which women are challenging masculine hegemony.” (p. 478).  So women who participate in male-dominated sports that are not considered extreme, such as basketball and golf, get very little media coverage.  However, women involved in extreme sports tend to enjoy more media exposure, but still not as much as their male counterparts.  Even though motorcycle racing would be considered an extreme sport, and even though women do participate in motorcycle racing, there doesn’t appear to be much media coverage specifically focused on female racers.  Another example of limited media exposure in a racing format would be the limited involvement and exposure of women racers in NASCAR or any other motorized racing activity.
So with family and friends as the primary source of exposure to motorcycle racing, it appears that there are other influences, personal characteristics or goals for the women who do decide to take control of their own motorcycles.  Some of these characteristics seem to be fairly obvious just by the nature of the activity these women have chosen.  They appear to be able to conquer whatever fear they may have about riding, which indicates that they are risk-takers at some level.  They enjoy the freedom, independence and control they have while there are in the driver’s seat.  It appears that these women are independent by nature and don’t need to necessarily ask permission to actively participate in something they enjoy.
It would seem that many women do start out as a passenger, either as a child riding behind her parent or as an adult riding behind a boyfriend or husband.  So, if that is the case, then what motivates her to take the next step into the driver’s seat?  For some women it seems that the sense of freedom of the road can only be thoroughly enjoyed when they are in control of their own motorcycle.  They may also have a sense of wanting to accomplish something that not every other woman has been able to do.  They may want to test their own abilities and limits to see how far they can go in their expanding world.  With over eighty percent of the survey respondents indicating that they were passengers before their decided to ride their own motorcycles and of those respondents over sixty percent indicated “freedom”, “sense of control” or “independence” as primary reasons for riding their own motorcycles.
For others there is a sense of community that is unique to all motorcyclists, but even more cohesive for women motorcyclists since it is rare to find another women rider amongst the general population.  A group of women riding together forms a very strong bond that provides support and encouragement to those who ride together.  The premiere, and largest motorcycle group is the American Motorcycle Association (AMA) which was officially formed in 1924 (2004) promotes the interests of motorcyclists and continues to encourage their members to be safe riders who promote a positive image of motorcyclists.  However, this organization is geared toward all motorcyclists and not specifically to women.  As a result of the increase if female riders and their desire to join together as a group of women with a common interest, several women rider groups have been formed, with Motor Maids being the oldest women’s riding club in the nation, which was first formed in 1941.  According to Stephen Mathlery (1997) the Motor Maids have a strict constitution and by laws which their members must abide by or they may potentially have their membership revoked if they don’t.  “Members must be of good character and willing to work for the betterment of motorcycling in all ways.”  A goal of The Spoke Motorcycle Club (2004) “is to replace the misleading stereotype of motorcyclists with a new, respectable image of people who don’t have to compromise their dignity to ride – especially women.”
Even though the research indicates that female riders are looking for independence and trying to have their own identity, they do not tend to be rebelling totally against the stereotypical female roles that our society has placed upon them.  As a matter of fact, women riders, just like many other women, incorporate volunteerism into their lives by participating in the National Pony Express motorcycle ride, which consists of regional motorcycle rides that raise money for the Susan G. Komen Breast Cancer research group.  According to their website, a local women’s riding group, The Spokes (2004), based in New Jersey, requires that all their members actively participate in the club-sponsored charities which are primarily focused on improving the lives of women and children.  So while these women may be showing a sense of rebellion it appears to be more of a personal statement of their own sense of self, rather than rebelling against everything feminine in their world
While the motorcycle industry has not made any significant efforts to modify their products to attract more female riders, as this segment of the consumer group continues to grow, the motorcycle industry will have to make certain modifications to their products in order to accommodate the female riders, since women tend to focus on the safety and aesthetics of a motorcycle rather than the horse power and loud pipes.  It may be that individual companies, such as Harley Davidson, which is currently launching an advertising campaign, aimed toward women riders, will rise to the top and be the trend setters when it comes to encouraging more women to ride. 
Since women are extremely safety conscious when it comes to riding, it has even been suggested in About Women & Marketing (1999) that dealers should “offer a female-only riding safety course as a perk for buying a new motorcycle.”  Offering lower seat heights, better center of gravity, and more appealing colors for motorcycles would also go a long way in drawing women in to buy new bikes.  These changes would help the women who want to ride their own motorcycles, but it is still not clear what the motorcycle industry could do to entice women who have not yet been exposed to the motorcycle world.  Possibly sponsoring and showcasing more female riders in either racing events, magazines or some other media event would be the next step to attract more female riders.
Riding Into the Sunset or Blazing a New Trail
Female motorcycle riders are beginning to emerge as serious consumers of their own motorcycles  Why are these women deciding to participate in a primarily male-dominated activity with such potential for danger?  There is no single answer to this question.  Women ride their own motorcycles for a wide variety of reasons.  Most women motorcycle riders have first experienced the thrill of riding as a motorcycle passenger and then decide to make the transition to riding their own machine.  While some of the motivation is driven by practical matters such as cheap transportation and ease of parking, far more women express a sense of freedom, independence and control as primary reasons why the decide to ride.  These women are strong and independent individuals with definite ideas of what they are interested in doing with their leisure time.  While family and friends often provide exposure to the world of motorcycle riding and can have some influence on their decision to ride, these are unique women who are capable of conquering their fear and any social pressure they may face, in order to enjoy the freedom that comes with riding their own motorcycle.  They have a good sense of self and do not let the social norms dictate their leisure activities.  Instead of fighting the stereotypical role that society has established for women, these women are expanding the activities that they consider to be acceptable and enjoyable to them.
While it is clear that women are starting to venture into the world of motorcycle riding, there are still several aspects of these women’s lives that can be explored in more detail.  For example, what impact does a woman’s family responsibility or stage of life have on her decision to start or stop riding a motorcycle?  Would a young woman who has been riding before she had children continue to ride while her children are young, or would she decide to put the motorcycle away until the children were older?  As more women ride, will they be seen as role models for the next generation of young women who may be interesting in riding their own motorcycles, or will social pressures outweigh the influence of this growing group of women riders?  
With so many outstanding questions regarding women in the motorcycling world and the increasing numbers of female consumers, it would be extremely beneficial to female riders and the motorcycle industry to follow-up with additional research on this informed and powerful group of current and future motorcyclists.  Learning more about how, why and when women decide to participate in male-dominated activities could be useful for both career and other leisure activities.  This insight could be useful in helping to learn how to train and educate young women to participate in activities that have been primarily dominated by men in the past, which in turn could give women additional enrichment to their lives.

References
American Motorcycle Association (2004). Retrieved May 15, 2004 from http://www.ama-cycle.org/whatis/history.asp
Auster, C.J. (2001). Transcending potential antecedent leisure constraints: the case of women motorcycle operators. Journal of Leisure Research, 33(3) p. 272-344. Retrieved April 16, 2004 from Expanded Academic ASAP database (A83667820).
Clark, B. (2002). A passion for motorcycling. Canadian Woman Studies,21(3) p. 157-161. Retrieved April 16, 2004 from Expanded Academic ASAP database (A88761615).
Joans, B. (2003). Bike Lust: Harleys, Women and American Society. American Studies International, 41(3) p. 117-119.  Retrieved April 16, 2004 from Expanded Academic ASAP database (A110809278).
Mathlery S. (1997). Women Who Ride. Retrieved May 28, 2004 from the Motor Maids, Inc. website http://www.motormaids.org/steve.html
Messner, M. (2002). “Taking the Field: Women, Men and Sports”.  In G. Colombo, R. Cullen, B. Lisle (editors).  Rereading America, Cultural Contexts for Critical Thinking and Writing (pp. 477-489). New Yourk. Bedford /St. Martin’s.
Motorcycles Are a Draw for Affluent Women. (1999). About Women & Marketing, 12(2).  Retrieved April 16, 2003 from Expanded Academic ASAP database (A54078707).
Rouen, E. (2004). More women are falling in love with motorcycles. Retrieved May 6, 2004 from http://www.azcentral.com/ent/pop/articles/0430bikerschicks30.html
Schmidt, G. (2004, April). Interview
Warren, D. (2004). The Spokes – Women MC. Retrieved May 10, 2004 from http://www.spokes-women.com/whoweare.html

Appendix A:  
Survey Given to Female Motorcycle Riders:
Initials:       
1.	At what age did you start to ride a motorcycle  Under 21 21- 30  31 – 39    40 – 49  Over 50  
2.	Were you a passenger before you became a rider? Yes  No 
3.	How long have you been riding your own motorcycle? Less than 2 years           2– 5 years  5 – 10 years  more than 10 years 
4.	Have you ever had to take a break from riding your own motorcycle since you started riding? Yes  No  If so, why?      
5.	Did you have a significant person in your life that influenced you to ride a motorcycle? Yes  No  If so, who?  Father  Husband  Boyfriend   Brother  Mother  Sister  Male Friend  Female Friend  Other 
6.	Has there been any resistance to you riding your own motorcycle? Yes  No     If so, from whom and why?      
7.	What were the top 3 reasons you decided to learn to ride your own motorcycle?      ,      ,      
8.	Where there any obstacles that prevented or prolonged you decision to ride your own motorcycle? Yes  No   Please Explain:      
9.	Do you have any fear when you ride your motorcycle? Yes  No                        If so, what is your biggest fear?      
10.	Do you ride most often with men  women  alone  or a mixed group of riders ? 
11.	As a female rider do you find any discrimination amongst the general population? Yes  No 
12.	As a female rider do you find any discrimination from male motorcycle riders?     Yes  No 
13.	How would you respond if your 20-year-old daughter wanted to ride her own motorcycle?  Would strongly encourage her  would provide moderate support  would discourage her  would lock her in her room for life 
14.	How would you respond if your 65-year old mother wanted to ride her own motorcycle?  Would strongly encourage her  would provide moderate support  would discourage her  would lock her in her room for life 
15.	What type of a motorcycle do you ride now?      
16.	Have you ever had to modify your motorcycle to accommodate your height, arm or leg reach? Yes  No   If so, what did you modify on your motorcycle?      
17.	What are your top 3 complaints about stock motorcycles?                  
18.	What could motorcycle manufactures do to make motorcycles more appealing to women?      

Appendix B:

Expert Interview Transcript:
1 - 	How long have you been associated with motorcycle riding in a professional capacity? – Genevieve Schmitt has been riding and reporting about motorcycles professionally for the last 14 years.  She began as a freelance writer with Thunder Press, was a roving reporter for Speed Vision and is now the editor of Woman Rider magazine, which targets women who ride their own motorcycles.
2 - 	Generally speaking, what are the top 3 reasons you have heard about why women decide to ride their own motorcycles? – As a form of expressions; a way of asserting herself.  They want to make a statement about who they are.  Each woman’s statement may be different, but she still wants to be out there making her statement.  They want to break free of society constraints and are somewhat rebellious.  Women riders also tend to enjoy being outdoors.
3 - 	What are the top 3 reasons you have heard about why women decide to remain as a passenger and not ride their own motorcycle? – Fear!  Fear of the unknown and not being sure that they can ride a motorcycle.  They may not ride their own bike because of the man in their life not wanting them to ride their own motorcycle.  They may choose not to ride because of the sense of responsibility to their family, especially to their children.
4 - 	What percentages of women ride the different types of bikes, e.g. touring, cruiser, and sport bikes?  - In 1998 the Motorcycle Industry Council survey indicated that 80% of women ride cruisers, 10% ride touring bikes, and 10% ride street bikes.
5 - 	Are there any specific personal characteristics that you have consistently seen in women that ride their own motorcycles? – Women riders tend to have an independent nature and don’t need to ask permission.  They are risk takers and tend to have a “bold” nature.
6 - 	Are women discriminated against by any group of male riders or are they accepted in the motorcycle community? – There is still slight discrimination of women in the motorcycle community.  The 45+ male population is more likely to discriminate against women riders than the younger males.  There are still some older male riders that prefer to have their women ride behind them as passengers rather than along side them on their own bikes.
7 - 	What are the biggest challenges for women when they purchase their own motorcycles? – Finding a motorcycle that fits a woman to accommodate for her size.
8 - 	Have you seen any specific motorcycle manufacturers modify the design of their motorcycles to accommodate the female rider? – In the last 5 –7 years, motorcycle manufacturers have started to provide a wider variety of bikes in all product lines that have various seat heights and weight distribution.  This has made it easier to find a few bikes for women to chose from, when selecting a bike that fits their body.
9 - 	Has the motorcycle industry made any significant changes in their marketing strategies to encourage females to ride their own motorcycles? – Kawasaki was the first motorcycle company to reach out to female riders.  They had a very aggressive marketing strategy that targeted women riders.  However, with the change in top-level marketing personnel, Kawasaki has shifted their marketing strategy away from woman and more toward the male street bike audience.  Harley Davidson has contended that they are “gender neutral” when it comes to their motorcycles, however, the 800 Sportster is definitively designed for the smaller framed rider, which generally means female riders.  H.D. is currently launching a specific marketing campaign to target women riders.  They have started in New York and have appeared on Good Morning America as recently as last week.  There is a general ebb and flow when it comes to how the motorcycle industry markets to female riders.  Right now we are in an high point for female riders, but that has just recently changed.  A few years ago, there was very little attention paid to women riders.
10 - 	Is the motorcycle industry taking the concerns and interest of the female riders seriously? – Even though women make up only 10% of the motorcycle consumer, this is a powerful and accretive group of women.  They have purchasing power and are decisive shoppers.  They do not have to be talked into buying, they just need to have products that work for them and they will buy.  However, since women make up only 10% of the consumer base, the motorcycle industry is still targeting and designing their products to suite their male consumers.  
When a woman chooses a motorcycle she is more concerned about the aesthetics of a motorcycle and less concerned about the acceleration and horsepower.  She is looking for a motorcycle with a lower seat and a narrower bike.  No matter how big a woman is, she still does not have as much upper body strength as her male counterpart, so the distribution of weight of the motorcycle has to work in her favor in order for her to feel comfortable on the bike.  If the seat is low enough for a woman to put her feet flat on the ground, she will feel much more comfortable and confident in her ability to ride that motorcycle.