Women in the Bicycle Industry: Meet Sheri Rosenbaum – Sunflowers and Pedals / RoadBikeRider.com
Content provided by Melanie Fry – Athlete, Bike shop Employee, Coach and Advisory Board Member Women’s Cycling
Today’s Woman in the Industry is Sheri Rosenbaum, Women’s Cycling Advocate, Blogger/YouTuber Sunflowers and Pedals, and industry writer for RoadBikeRider.com, currently living in the northern suburbs of Chicago. Sheri mostly eschews international celebs as her role models and instead turns to local legends like Dawn Piech, Kae Takeshita, and Marianne Kron.
Sheri has been riding all of her life and thinks she was probably taught by her father when she was very young. Cycling means adventure, being outdoors with nature, a highly social activity, a great way to stay fit, and so much more. Riding bicycles has long been Sheri’s passion and she loves to share her knowledge with riders of all abilities. Being a woman, she feels that helps her be approachable and relatable to both women and men. They feel comfortable coming to her with cycling questions and know that she won’t judge them. And if Sheri doesn’t have the answer to something, she is willing to find someone who does.
Cycling is, as many are aware, a male-dominated industry. Sheri sees that women trying to break into the cycling world are constantly having to prove that they aren’t stupid or helpless. She really wishes that men, instead of ridiculing a woman for not knowing something, would simply teach them. Women often don’t feel comfortable showing up for group rides because they are afraid that they won’t be strong enough to keep up. Another concern that is shared by a majority of women is safety, not just on the road because of distracted drivers, but also on the trails.
What does Sheri see as some of the ways to encourage women to ride and get involved in the bicycle industry? First and foremost, she feels that the bike industry must be truly open to change and hire more women. Bike shops need to employ more women and provide additional training to all of their staff. Sheri also wants advertisers to remove sex from their ads, naked women covering their breasts with their hands and wearing just bibs is NOT appropriate. They need to remember that women also buy bikes and gear. Sheri’s message to the bike industry is “don’t shrink it and pink it!”. Also, extend the sizing options in bikes and clothing as not every woman is 5’5” and 110 pounds. A very important reminder is that women come in all shapes, sizes, and abilities and it’s vital that shops and other riders don’t stereotype and assume. For women, Sheri encourages networking with anyone and everyone. From the local bike shop owner to the regional brand rep, to other cyclists. The cycling community is truly small and Sheri has found people are welcoming and will help make introductions. But she also knows that, as a woman, you will always need to prove yourself at every step. Her best advice? Never give up your dream.
One of the ways Sheri sees how important women are to the growth of cycling is in the cargo bike market. This market is booming as women find they can run errands on a bike and take their kids to school easier on a bike than in a car. If you’d like a good example of this, Sheri recommends that you watch the movie Motherload. Sheri knows that as mothers ride more, their kids will learn to love cycling and the next generation is born.
Sheri finds joy and purpose when she is on her bike and has even discovered that mistakes can turn into positives. One time on an invitational ride she missed a turn and all of her friends thought she had raced ahead of them, when all along she was miles behind all day. But while lost and off course, she scored a QOM on a Strava segment. This past year she started mountain biking and even though she’s improved immensely, she still wishes she was more fearless. But Sheri has definitely found empowerment through cycling. It has become so much a part of her life, her world, an appendage. What does Sheri say about what the bike means to her? “I think my soul would die if I couldn’t ride.”
