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Women’s Pub Transitions into Tri Coverage

Published February 24, 2011

LOS ANGELES, CA (BRAIN)—She Pedals magazine, a quarterly women’s journal focused on female cyclists, is expanding its coverage into running and swimming and increasing its publishing frequency to six issues per year.

The magazine will be rebranded as “Endure” and re-launch in May, according to a press release.

Dena Eaton, an architect and track cyclist, launched She Pedals along with two investors in October 2009 after noticing a void in the market for a cycling publication targeted to women. Her editorial focus was on different types of women who ride, profiling the personalities behind the bike and Lycra, as well as stories on training, nutrition, travel and Q&A interviews with female pro riders and women in the sport and industry.

The magazine, which runs between 60 and 72 pages, is distributed through small book shops and some Barnes & Noble book stores, with annual subscriptions and newsstand sales providing most of the magazine’s revenue stream, according to Eaton. It’s also available as a digital version.

Endure will mimic the content of She Pedals with coverage of classic rides and races, touring, technique, adventure, training, products and nutrition. But it will be marketed as a three-sport magazine. Endure will emphasize the stories behind the women who bike, run and swim as well as some race results.

“We are expanding our coverage from cycling into individual open-water swimming and running events, and of course the triathlon component connects all three of these sports,” said Eaton, an 11-time Ironman competitor and five-time masters track cycling world champion, in the release. “Women are still the minority in these sports and they deserve as much recognition as their male counterparts.”

A new web site that will complement the print magazine is set to launch March 15 and will feature interviews, training trips, photo essays, recipes, product reviews and reader stories.

Endure’s first issue will be available at the 11th edition of Barb’s Race, a women’s-only half-Ironman distance race held July 30.

—Lynette Carpiet
lcarpiet@bicycleretailer.com

Topics associated with this article: Media/Publishing

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