An avid mountain biker, and passionate cyclist, Sarah Pain is the category marketing manager for Wiggle, the online cycling and running superstore. Sarah has worked to ensure that the selection of products Wiggle stock for female cyclists is extensive, attractive and represent value for money. She has also worked to encourage female participation at the various mountain bike and sportive events Wiggle organize.

“I worked for a magazine in my pre-Wiggle life, so I have an inherent interest in the media. I’m also an avid reader of anything bike related, so this is a subject close to my heart. In short, I am both encouraged and disappointed by the cycling media, in equal measure.

I am greatly encouraged to see the diversity of what is covered in the cycling media at the moment. Whether you are a mountain biker, commuter, new to cycling or an experienced rider, there is something to interest you and engage you, at every level.

This diversity is brilliant to see, and cycling (and its accompanying media) should be accessible to all; there are great challenges and successes to shout about at every level, and in every discipline of the sport.

I also think that there has been a positive shift in the representation of women in cycling media over the past year or so. It used to be the case that I could read a mountain bike magazine and barely see a women in there, let alone one riding a bike! This has definitely changed.

I don’t kid myself that this is entirely due to a great new vision. The industry is being driven significantly by commercial factors; that is, women ARE riding bikes and they WANT the same opportunities as the guys. As a result of this realisation, there are more brands with female ranges, meaning more ads that are specifically speaking to women, as well as some amazing new companies producing female specific kit.

It is long overdue, and in stark contrast to the dreaded ‘shrink and pink’ that many of us remember from the not so distant past.

Despite this progress, however, I guess I still express some disappointment too. I’m disappointed that – cue hugely generalised comment – many features still don’t seem to include women. I see amazing articles on the inspirational women, who are pushing the boundaries in racing; whether it be MTB, road, track or cyclocross, which is great.

But I would also like to see more women just included in images on the normal stuff too! If I go on a club ride, or join a local MTB group, the chances are it’s going to be a mix of men and women. So why don’t we see this reflected? Why no photos of girls slogging it up huge great Alpine climbs on their road bikes? I know they are out there (I’m one of them!), so why not?

My concern is that, whilst improved, women wanting to get into this great sport are still only seeing a few images of outstanding female athletes. Inspirational, sure. But not real life. I remain concerned that until we address this and it normalises, then we risk women new to the sport picking up a magazine or looking at a website (TWC aside!), and thinking ‘this isn’t for me’.

Which is a shame; as we all know, cycling is actually for everyone.”