Janette Sherman: Bikes, Women on Bikes, Marketing to Women on Bikes

I wanted to have Janette on the show because she has come up in conversation about three previous episodes, all by guests mentioning Janette as a huge influence on them. For example, that’s Ash Bocast of Roam Events in the teaser quote at the top of the episode. Before even talking to her, it was clear she subscribes to the idea of women supporting each other and lifting each other up. Although we look at this through the lens of the mountain bike industry, it’s a great metaphor for life in general. 

Janette is the marketing manager for Yeti Cycles, a high-end boutique mountain bike brand. She has served as a mentor in the industry and is what a self-proclaimed semi-nerd, kind of in the vein of our recent show with Brendan Leonard of Semi-Rad, we will only slightly nerd out on bikes. Last year, we did a whole episode exloring if a better bike will make you a better rider and you better bet your ass it will. Janette is going to tell us how bike geometry and technology has evolved to make us better riders. I’d equate it to the advent of shape skis. 

We talk about: 

• The culture and positioning at Yeti Cycles
• Janette’s own career path – and how she, like so many other Gear Show guests, has made choices based on fulfillment and happiness rather than money. 
• Bike geometry and technology – the evolution in the past decade
• Bikes and how to choose the one for you. 

With that, let’s listen in and gear up for what’s next!

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See you next week!

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