Getting More Kids on Bikes
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Getting More Kids on Bikes
In this episode about getting more kids on bikes, Kat Andrus, Youth Program Manager at PeopleforBikes, interviews Sabra Davison, co-founder and Executive Director of Little Bellas. Kat and Sabra discuss youth programs in the bicycling industry, why they are important, and how bike shops can get involved.
Executive Director and Co-Founder (aka Adventurer in Charge)
In 2007, I graduated from Middlebury College with a degree in Women’s and Gender Studies and Biology. I’m grateful for my time at one of the most highly regarded liberal arts colleges in the nation because my studies were foundational in my desire to evoke change for girls and women. I also had a lifelong passion for the outdoors and for cycling. Not only was actively competing in mountain bike, alpine, and nordic ski an outlet, it was what made me stronger in all facets of my life.
I had a desire to share this strength. Understanding its merits, I yearned for every girl or woman to have the same confidence. Confidence that I inherited from learning to ride fearlessly over bridges, balancing and navigating technical obstacles, tackling self-sufficiency during needed trailside bike repairs, and in general reaping the intrinsic rewards of a hard ride.
It resonates with my soul. It’s a wonderful ride. And so with all that, I co-founded Little Bellas in 2007 with Lea Davison and Angela Irvine. It is the best job in the world, empowering girls and working with a team of strong women towards that collective mission. Still, almost eleven years later, the best days at work are spent riding with girls in our programs.
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Kat & Sabra
Tue, 8/18 10:45AM • 23:19
SUMMARY KEYWORDS
bike, girls, bike shop, Bella, bicycle, mentor, community, families, kids, mountain biking, cycling, nonprofits, people, wanted, sport, villas, year, growing, program, talking
SPEAKERS
Kat Andrus, Rod Judd, Kent Cranford, Sabra Davidson
Rod Judd 00:10
You are listening to Bicycle Retail Radio brought to you by the National Bicycle Dealers Association.
Kat Andrus 00:17
Hello and welcome to bicycle retail radio hosted by NVDA. I am Kat Andrus and I’m this week’s guest host. I’m the Youth Program Manager at people for bikes and I am leading the charge for the youth cycling coalition. The YCC brings together 10 bicycling nonprofits taking collective action to provide all kids the tools they need to develop a lifelong love of bicycling, ultimately integrating bicycling into the fabric of local communities. The powerhouse that I will be interviewing today comes to us from one of the YCC member organizations little Bella’s Sabra Davidson is the co-founder and exit sector, Director of legal Bella’s welcome Segura.
Sabra Davidson 01:04
Hi. Thanks for having me.
Kat Andrus 01:07
So I want to start by having you just tell us a little bit more about yourself and the history of little Bella’s and how you got started?
Sabra Davidson 01:16
Sure. So started 13 years ago in a small town in Vermont. We have 12 girls in the field. And we decided that bikes were too fun not to get a group of women and girls together, riding on them. So we created programming. And then from there, we’ve grown to be 18 states strong. And you know, we’ve had I think over 6000 girls on bikes, and I started the program through a lifelong love of cycling and competing, but little Bella’s has nothing to do with competition and everything to do with flower picking and smiles and giggles.
Kat Andrus 02:00
Who can’t get behind that? That’s awesome.
Sabra Davidson 02:05
I sure can.
Kat Andrus 02:07
So I wonder if you could talk a little bit more about what about your background? made you interested in motivated, passionate about getting something like this going specifically for little girls?
Sabra Davidson 02:20
Yeah, I mean, it’s interesting because there are three co-founders and we vary in why we wanted to start it. My sister is an Olympic athlete. And I know for her it was seeing the lack of girls on the start line when we were juniors. I mean, there were 120 boys and 10 girls, racing each other. So that disparity was her key motivator. I’ve been motivated to really make sure that our growing girls understand their voice and can be confident in that and I think mountain biking is a great way to do that. Because I’ve felt it, you know, I’ve felt this growing confidence from the sport. And then our other co-founder, Angela, she really had some life experiences where cycling helped her through those and the consistency. And in the moment nature of it buoyed her soul in a way that she wanted to give to others. And so really, our conglomerate of wise created something that hopefully can apply to a lot of people and same to a lot of different people’s motivations.
Kat Andrus 03:40
What else? I mean, obviously, the focus on young girls and getting them interested in mountain biking through just making it fun, is something that makes little girls really unique and significant. But is there anything else you wish to highlight? as to what makes little Bella’s so unique?
Sabra Davidson 04:01
Yeah, that’s a great question. You know, I think the all-female nature of it is something that’s unique in the sport. But the fact that it’s a truly positive, empowering environment for all. So we strive to not only create an environment that’s positive and empowering for girls, but for our mentors, and our staff, and our board, and we really want to have an environment that allows the individual to lead and capitalizes on her strength. And that goes organization top to bottom. It’s so important, you know, we really train our mentors to bring that out in the girl. And, you know, I was just on an online class today, trying to bring that out in our staff. And so having that approach, organization-wide, I think is something that’s huge or at least the effort, and the intent being there might make it unique.
Kat Andrus 05:05
Yeah, that’s awesome. I love that holistic approach.
Sabra Davidson 05:09
It’s been really fun, you know, and it’s really fun to create a positive space and a positive team for a lot of different people. And it looks different in different geographies around the country, but the core of it there. Mm-hmm.
Kat Andrus 05:26
And so who are your primary, I guess, leaders or volunteers in those areas? And I know you said it looks a little bit different across the country. But are these women who typically have already have an interest in mountain biking, maybe they run their own mountain biking teams, are their moms with daughters are interested in mountain biking, what does that look like?
Sabra Davidson 05:49
So it’s incredibly varied. And that’s actually what I love about it because we can attract somebody who’s been riding a bike and racing forever and knows every facet of the sport and can mentor a girl in a way that very sports specific. And then we have these women who are just getting involved with the sport and we put them with the seven-year-olds, and they learn along with them. And they realize, oh, wow, I fell. And that made it okay for her to fall. And that process is a pretty great thing that it’s because it’s a space that’s open to all girls, it’s also a space that’s open to mentors, you just have to keep up with a seven-year-old, can’t keep up with a seven-year-old then trouble but you know, for the most part, we can take anybody and make them a mentor, because they’ve got something to offer, you know, they just have to find it.
Kat Andrus 06:47
So that’s awesome. So it sounds like in that way, you’re really you’re growing the sport of mountain biking in the community of mountain biking not just through little girls, but adults as well.
Sabra Davidson 06:57
Yeah, we try to be tough. That’s what we aim our training at. Do you know? And so there’s a lot of personal training that you can go through on our website and on our different resources. Oops, I just kicked something. I don’t know where we were sorry about that.
Kat Andrus 07:21
So I was just asking basically more about the context of little girls within the broader cycling community and how little girls are growing up mountain biking in general.
Sabra Davidson 07:33
Yeah, so that’s our goal. I mean, it’s really to get anybody involved and be able to provide them the skills to grow, you know, whether it’s a mentor, whether it’s a girl, but yeah, that’s something that’s been a focus of ours. So we want to develop our mentor base as well as our participant base. And, yes, sometimes it’s communities ready and primed for a cycling program. You know, a lot of women are out there writing, and sometimes you have to spend some time in a community and grow your mentors and then grow your girls.
Kat Andrus 08:10
Hmm, interesting. Yeah. So that sounds like a long haul process. Actually.
Sabra Davidson 08:14
It is. Yep. You nailed it.
Kat Andrus 08:17
And what types of relationships or connections Do you have to other groups across the country or the motorcycling community in this pursuit?
Sabra Davidson 08:27
So we’ve, through the life of our program have really been focused on playing in the same sandbox, like everybody else, you know, as people know, that is probably listening to this, you know, the resources available, or cycling are limited. And so if you don’t band together and use those resources effectively amongst different nonprofits within the community, you know, at a bike shop, then you’re rendering yourself less effective and So we’ve had this great approach where we’ve developed partnerships with, you know, both locally nationally, when we go into a community, and it’s been awesome. I mean, the things that have generated from those is, it’s shocking. Yeah, how much has come from that approach. But recently, in the last year or two, it’s become more formalized. With the US cycling coalition. As you know, Kat runs that. So it’s a conglomerate of nonprofit to operate with the collective mission of increasing access and getting more kids on bikes. And whether it’s BMX or its road or its mountain or just getting a kid a bike, you know, there’s a lot of different avenues and challenges that that, you know, path to getting a kid riding and making it a lifelong pursuit entails. And so these different nonprofits Really attack that from various lenses and aspects to open access. Can
Kat Andrus 10:06
you tell us more about opportunities that exist for retailers to support the work of little villas given that this is bicycle retail radio after all?
Sabra Davidson 10:18
Yeah, so when we’re in a community, each of our chapters has a bike shop. And we have really been working hard to try to make that experience at a bike shop as positive as possible. And so we run these different order weeks and discount weeks at the shops so that the girls get to know their local shop. And I think one of the most important things that a retailer can do when a kid comes in, is speaking to the kid in the family in a way that they see them. So sometimes with kids, you literally have to get down at their level and being the name Figure out what’s their favorite color? You know, what are you excited about? And with kids like that conversation doesn’t have to be linear, like it does with an adult, you can ask a girl if she likes unicorns or not. And that might inform your helmet choice for her, you know, and she’s a sparkly kid or a kid that likes blue. And by having a conversation, and both understanding your product, and what the best offering is for them, you will better integrate into your community. And I’ve seen this really well in some shops, where their employees both speak to their product and their kids offering in a way that speaks to the child that likes unicorns and likes for things or his favorite color is blue and loves racecars and can guide that purchase and make both the family and the kid excited. Because we all know new bike day is one of the most exciting things ever In this role, but if you can convey that excitement and get them excited, and ask questions and take the time and literally get on their level, you’ll be propelling that experience further.
Kat Andrus 12:13
Yeah, I love that. I mean, kids are just tiny people with huge personalities. So
Sabra Davidson 12:19
Oh, yeah. And you can topic ship quickly with them. Would you have dinner last night? What’s your favorite song? They don’t know.
Kat Andrus 12:30
I relate to that. Yeah, I’m the same way. Very cool.
Kent Cranford 12:37
This podcast is brought to you by NBDA, membership, and industry donors to continue providing education and content like the podcast you’re listening to now. We need your support, go to NBDA.com and join or donate today.
Kat Andrus 12:57
I guess I want to wrap up by looking into the Future little villas and just talking to you about what you have cooking moving forward into 2020 and beyond.
Sabra Davidson 13:09
Yeah, so 2020 is obviously an evolving landscape, as we’ve all seen. And so, with that, I mean, we’ve just been trying to assess on the ground as quickly as possible and reschedule as many programs as possible. And, you know, we’re hoping for the best in the fall and to get as many girls riding. But in the spirit of our program, we’ve actually worked to create a program at home that families can execute together. And it’s on our website, and it’s a PDF so that kids don’t have to be on a screen. And it walks them through different activities, you know, learning their gears and setting goals and drinking five glasses of water a day. And so, you know, we focused on this time on something that we could do and that’s families could do and that they might need help in, given that they have a lot going on. Right now, you know, if you’re working mom or dad and you have your kids at home, and you’re trying to balance school, and work, and all these, you know, ever-evolving priorities, we wanted to help with that. And so if families want to get involved in that, or if you know, bike shops want to use that as a resource, we are more than happy to be part of that. So that’s one thing we have in 2020 is just this bingo board challenge that might be fun. And then looking ahead, you know, we’ve really focused on trying to make the organization sustainable and accessible for 2021 in the same way it would have been otherwise. And we are doing it. It’s awesome. Not an easy thing, but it’s really great to see so I actually start a new chapter in our with prospective chapters tomorrow, so we’re still growing.
Kat Andrus 15:04
Yeah, that is awesome to hear. I mean, I have to suggest that there could be any kind of silver lining to this moment that the world is going through right now. But I will say, kids bikes are having a moment. I mean, biking is having a moment because bikes are flying off the shelves from what I hear. And I could see you getting a ton of momentum for programming.
Sabra Davidson 15:28
Yeah, I mean, I think families are starting to value outside time that might not have otherwise. That’s definitely our space that we get really excited about. And so, you know, if we can do anything to help we want to and you know, that kind of PDF non-screen engagement with families was our answer to that because sometimes, you know, families just need to understand how to do it and get that one step that one barrier cross And they’re off and running.
Kat Andrus 16:02
Absolutely. I mean, you’re talking about setting goals and drinking five glasses of water a day. And I’m thinking, can I get that PDF? Because?
Sabra Davidson 16:13
Yes, and if you complete it, we will send you a patch.
Kat Andrus 16:19
Yes, I want a sticker to do you have stickers. Yes.
Sabra Davidson 16:21
Well for you, yes. So one thing that we have is we have some co-branded products. And the bike, in particular, has been a really cool thing that sells like crazy. And there is like some impetus behind the design of that.
Kat Andrus 16:44
Yeah. Are you talking about Little Bellas? branded by huh? Yeah. Cool. Yeah, yeah. So tell us more about this little Bella’s branded bike.
Sabra Davidson 16:56
So specialized about three or four years ago came to us We wanted to create a co-branded product. So instead of, you know, having a national team or a branded product that surrounded pros, they wanted to incorporate our program. So there’s actually a little Bella’s specialized bike that’s been going through various iterations for the last three years. So next year will be our fourth year. And it was incredible. We were able to design a bike that spoke to the girls. And what we’ve found is that these kids are used to the age of Instagram, where they’ve been personalizing things. They put things out about themselves, in their posts and in their social media activity and in their day, like generations before haven’t and so we actually took that concept to the bike and we made sticker packs That allows them to personalize their bike. So there are alphabet sheets, there are all these different things where they can express who they are on a canvas and make it their own. And our thinking and doing that was getting them acquainted with their equipment, you know, especially girls, and having them interact with their bikes in a way where it became their say, personalized that they put their stamp on it. And we were hoping to generate excitement around that. So yeah, so it’s been really great. It’s sold out every single year. And the second it gets released. All these girls go to their bike shop and buy it. And so when you see a pack of girls flooding into their local bike shop, it’s been something that’s really been quite exciting for me, you know, and we hadn’t experienced before. And so then they went a step further and you know, we all love matching. Thanks. So now there’s a matching helmet. Bike combo that the girls can get. But it’s been something that was unexpected, exciting, and just awesome to have that personalization aspect to the bike.
Kat Andrus 19:10
Yeah, that is so cool. And I’m thinking back to just thinking about approaching the bike shop and the intimidation factor. I know at least for me, as a teenager, as a young adult, that was a real barrier I had with learning bikes and having a relationship with bikes. I never wanted to be one of those people that just wrote a bike and didn’t know how to work on it. But then I was really intimidated to try to learn how to work in it to walk into a male-dominated bike shop. And I just think about the impact that it must have starting to do that when you’re seven 911 years old, as opposed to when you’re 22 years old.
Sabra Davidson 19:46
I was, yeah, you’re a nine-year-old girl. And the bike shop mechanic can hand you this sticker packet and say, we made this for you and you get to make this bike your own. It doesn’t matter who’s delivering That message, it says they belong. And so in designing that product, that was our goal, we wanted to say you belong here and have the product, say that. And so in each iteration of that bike, we’ve been trying to stay on top of what’s trending with girls. And what they’re excited about right now. It’s a galaxy. That’s the trend for next year. They were absolutely grilled with like, a painted galaxy sky if you think about it. So that was the inspiration for the upcoming bike. Yeah, and we get that inspiration through the program. We like, have our little focus group where we talk to all the girls around the country about what they’re excited about currently.
Kat Andrus 20:44
I love the level of input that you have kind of woven into the fabric of what you’re doing. I want to see these focus groups. Yeah.
Sabra Davidson 20:56
Yeah, I mean, it’s work as the kids really design it. Then specialists will send us a bunch of mock-ups and I’ll have the girls in whatever program we’re in at that moment. give feedback. And so it’s pretty cool because we videoed it and send it right back to the designers where it’s the girls talking to the designer. It’s not us.
Kat Andrus 21:17
That is awesome. You have a hard time keeping them on track, talking about the nonlinear nature of the child’s mind. Oh,
Sabra Davidson 21:25
yeah. Well, I mean, sometimes the reason why they like it is it’s pretty funny. You know, I like this bike because it reminds me of my favorite food or the feedback cycle is a lot different than I am sure Specializes use. Yeah,
Kat Andrus 21:45
could you let us know where families can access that PDF that you mentioned and mention your website name?
Sabra Davidson 21:54
Sure. So you can access or kind of stay at home materials and The activities for families. On our website LittleBellas.com, it’s right up on the homepage. And anybody can do it. It’s open to all it’s not just our, our participant base. We want to get anybody out there. And then, you know if you’re interested in starting a chapter or getting involved as a mentor that’s also on our website for retailers who might want something like this in their area. It really starts with a strong female lead and kit accessible trail. And so if you have a woman in your community that a strong leader, we would love to talk to her and she can submit or you can submit a start a chapter questionnaire right on our website.
Kat Andrus 22:45
Thank you for joining us this week on bicycle retail radio hosted by NVDA this has been Kat Andrus… Signing off.
Rod Judd 22:55
This has been bicycle retail radio by the National Bicycle Dealers Association. For more information on membership and member benefits, join us @NBDA.com
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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.
Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year.
Learn more about the benefits of being a member and join now.
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