WATERLOO, WI (BRAIN)—Trek Bicycles has hired Trek women brand manager Leslie Prevish to kick start the women’s strategy, marketing and community efforts to encourage more women to ride and be healthier on two wheels.
As part of the plan to rejuvenate the program, Prevish and the Trek Women team launched the Trek Women News monthly email series with inspirational stories, insider tips, and chances to win and learn about new Trek products: www.trekbikes.com/twemail (click on link). Stirring up the social media avenue, participation at www.facebook.com/trekwomen is accelerating and offers a place for bike-minded women to share their stories, photos and advice for others.
In her past role at Harley-Davidson Motor Company, Prevish led the marketing efforts to increase the number of women riding motorized two wheels, and she’s excited about the transition to pedals.
“My first weekend on the job I did the Trek Women Triathlon and couldn’t believe the empowering vibe,” said Prevish. “Then I tackled the Trek Dirt Series mountain bike camp and met so many amazing women. Newbies like me and experienced riders—all of us learning new skills and overcoming fears on the trails.”
Prevish is also working with Trek retailers to invite women to be fit and philanthropic on the 5th Annual Breast Cancer Awareness Ride on October 9 (www.trekbikes.com/women/awareness_ride). All of the registration fees from the 10- or 25-mile rides go to the Breast Cancer Research Foundation. Last year, 100 retailers hosted events and raised $100,000. Trek Women’s goal for 2010 is $150,000.