BOULDER, Colo. (BRAIN) — Ergon introduced its first women’s saddle with a women’s-only saddle demo and launch party at Sports Garage in Boulder in late January.
Led by Karen Jarchow, Ergon’s U.S. assistant marketing director, the Boulder event was the first in a series of women’s tech and educational clinics focused on saddle and bike fit, featuring a hands-on presentation detailing the design process and attributes unique to Ergon's women’s line.
“Our sales cycles are built exclusively on relationships, and women are not typically impulse buyers when it comes to gear,” said Elorie Slater, Sports Garage’s owner and marketing director. “If we continually focus on building the right environment with the right partners, the sales volume will follow.”
Ergon’s Jarchow said: “We wanted to collaborate with a shop and owner who are connected and engaged with their community. The Ergon process of developing products is science-based and passion-driven. Aligning with groups with similar mind-sets was a deliberate approach that produced great results.”
Ergon said its clinics are geared at providing women with the tools to make educated purchasing decisions. They also provide an opportunity for women to expand their own riding networks while meeting shop staff in a welcoming social environment, the company stated.
Future events in the women’s saddle series include seminars at the Sedona Mountain Bike Festival from March 2-4, Sea Otter Classic from April 19-22, and a stand-alone event in Portland, Oregon, on a yet-to-be-determined date.
