Focusing on expanded reach, Women Riders Now, the premier resource for female motorcyclists, sets sights on high level partnerships to unite key businesses with female consumers as the number of women riding motorcycles grows to nearly 1 in 5.
Andrew Capone will bring his extensive experience in motorcycling, media and business strategy to consult the team at Women Riders Now (WRN) as the company expands its efforts to bring industry companies closer to the female riders they seek to reach. With Capone advising on strategic partnerships, WRN will leverage his entrepreneurial spirit and media expertise to enhance advertising programs, special editorial content, and retail business partnerships.
“We continue to see a gap between the industry asking how to reach women riders and women riders asking how to find companies that meet their needs,” said Erin Sills, WomenRidersNow.com co-chairwoman. “Andrew will help bridge this gap and further WRN’s prominence as the leading resource for women in motorcycling.”
Capone, via his consultancy Bray Hill Media, brings WRN more than three decades of executive leadership having served major national media providers such as NBC Universal, Comcast and Charter-owned NCC Media, and currently, with publisher Advance Media, the parent company of Conde Nast. He also currently owns and operates, along with his wife Cynthia Capone, apparel and accessory company British Motorcycle Gear while consulting in the motorcycle industry. Riding since age 12, Capone continues his long history as a passionate rider and fan by maintaining a collection of classic and modern motorcycles and as a race marshal for the Isle of Man TT Races, which he also reports on for various publications.
When asked why he felt he would be a good fit with a female-oriented organization, Capone replied, “I have been fortunate to work for and with many dynamic women in advertising and media, and have experienced that business evolving, slowly, from the ‘Mad Men’ era to a more inclusive and diverse environment, with marketers also recognizing the power of female consumers. The motorcycle industry is in the midst of a similar evolution, with women becoming more prominent as business leaders, role models, riders and consumers. And it is critical for brands to recognize the unique product interests of female motorcycle riders.”
Women Riders Now has seen increased interest in its digital publication, newsletter, and community since the Motorcycle Industry Council announced its research showing a steady increase in women’s ridership. As women close in on 20% of the new bike market, and the industry continues to experience a slow rebound from the recession of the 2000s and now from the COVID-19 market contraction, companies are recognizing the importance of this previously overlooked market segment.
“Women Riders Now, already an editorial and marketing center of gravity for women motorcyclists, has enormous potential for even greater connectivity to the next generation of female enthusiasts,” said Capone. “WRN’s audience actively seeks companies and products that speak to them. I look forward to partnering with motorcycle and consumer brands to engage female enthusiasts in a positive, spirited, and authentic environment.”