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Female Leaders Gather for Revved-Up Women Panel Discussion

Representatives from BMW, Polaris, Harley-Davidson, American Iron Magazine, and Women Riders Now gather to discuss what’s working and what’s not with women and motorcycling at Revved-Up Women Expo.


For the first time in motorcycling history, female leaders from major motorcycle manufacturers along with women and motorcycling industry influencers are gathering to discuss what’s working and what’s not in efforts to market motorcycling to women, the fastest growing demographic of new motorcycle riders.

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Longtime motorcycle journalist and founding editor of Genevieve Schmitt will moderate two panel discussions taking place at the Revved-Up Women’s Texas Motorcycle Expo at Retama Park near San Antonio, Texas, April 28-30. This family-friendly, female-focused event will include seminars and panel discussions for registered attendees, along with guided rides, vendors, and motorcycle training opportunities.

From top left: Amanda Rusin, Genevieve Schmitt, Kim Knupp, (Bottom row from left) Misti Graham, Sarah Schilke, Tricia Szulewski

The two panel topics will address the most common subjects marketers in motorcycling want to know, the first being, “What’s Working and What’s Not,” and the second, “What Women Want.” Panelists include:

  • Sarah Schilke, national marketing manager with BMW Motorrad, and the person responsible for the company’s latest marketing efforts to female riders.
  • Kim Knupp, national events manager, Yamaha-Motor Com., whose career over the last three decades at Yamaha has involved talking with riders, women and men, to see how Yamaha can meet their needs.
  • Misti Graham, chief marketing officer of Windy City Motorcycle Company, the largest Harley-Davidson dealership group in the U.S. with 13 shops spread over Illinois and Wisconsin. Harley-Davidson leads market share with women riders.
  • Amanda Rusin, an attorney with Polaris Industries, maker of Indian Motorcycle and Slingshot brands. Polaris just started marketing its products specifically to women.
  • Tricia Szulewski, creative director and staff writer at American Iron Magazine. Tricia has been providing the female perspective for the leading V-twin motorcycle magazine group for almost 20 years.

With more than 20 years observing the motorcycle industry’s marketing efforts to women, Schmitt plans to get the panelists to reveal their thoughts on the current state of the industry’s marketing efforts to women as well as how they feel it could be better providing real solutions to issues facing the industry today.


Both panels will encourage audience participation, particularly when it comes to the topic of what women want.

“What’s Working, What’s Not” will be held Friday, 4/28 from 10:30 a.m. to 11:20 a.m. “What Women Want” will be held Saturday, 4/29 from 9:30 a.m. to 10:20 a.m.

For more information: or see the full schedule of events.

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