Focusing on the women’s market

Specialized has long offered a wide range of bikes, clothes and parts designed for women, but 2012 marks the biggest product offering ever for women by the company. In addition to a completely updated road bike line, Specialized is focusing heavily on its 29er mountain bikes for women.

Below, women’s product and marketing manager Rachel Lambert talks with Canadian Cycling Magazine editor Dan Dakin about the importance of the women’s market to Specialized. Further down, you can see additional videos looking at some of the highlights of the women’s-specific offerings.

WOMEN’S ROAD
Specialized already has one of the biggest women’s bike lineups, but with the input of the HTC Highroad women’s team, the 2012 program is even more comprehensive. Sitting at the top of the Range, the all new Amira SL4 shares many of the same technology that goes into the Tarmac SL4, but with women specific geometry and size specific tubing. The completely revamped Amira is an out and out racer for the woman who is a competitive rider or looking to get the most out of herself on every ride. Both the Ruby and Dolce features tweaked geometry, updated aesthetics, along with accessory packages (bottle cages, seat bags) to match. The Dolce, an entry level road bike, has also been upgraded with full carbon forks with Zertz inserts for improved compliance and comfort.

WOMEN’S MTB
Like the road line, the women’s mountain bike lineup from Specialized was largely updated for 2012. But the company used the Global Press Launch to promote its line of 29ers for women. This is an area that many companies have been hesitant to get into because of what many riders see as a bad fit – smaller riders on bigger-wheeled bikes. But Specialized spent some serious time and money in R&D to come up with women’s-specific geometry that allows for riders as short as five-feet tall to be completely comfortable on 29″ wheels. The company now has a full range of hardtail 29ers for women with three platforms and numerous build-levels under them.
The Myka was an existing model and is considered the entry-level option for less-experienced mountain bike riders. The Jett is an all-new platform with a bit more race-oriented geometry and Specialized’s M4 aluminum used for the frame. And, at the top of the pyramid is the Fate, which Specialized says is the first-ever carbon hardtail 29er made specifically for women. The lightweight frame uses FACT 8m carbon and features a PressFit30 BB, internal cable routing and a 2×10 drivetrain geared for women. It comes in two spec levels and both weigh in at less than 23 pounds.
Below, Specialized Canada Marketing Services Manager Hannah Parish talks about the new Fate.

Riding the Fate: Below, Parish takes her new favourite bike for a spin.