The council will unite 12 phenomenal female
riders whose voices will drive increased participation, inclusion
and representation in the world of powersports
Whether on snow, dirt, asphalt or sand, women are participating
in powersports more than ever before and helping to expand and
diversify the industry. To champion and sustain this growth,
Polaris Inc. (NYSE: PII) created the Empowersports Women’s Riding
Council made of 12 powerful women from all backgrounds to uplift
the passions that fuel women and put forth deliberate efforts for
increased representation, inclusion and participation of women in
powersports.
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Polaris Inc. created the Empowersports
Women's Riding Council made of 12 powerful women from all
backgrounds to uplift the passions that fuel women and put forth
deliberate efforts for increased representation, inclusion and
participation of women in powersports. (Photo: Business Wire)
“For over 65 years, Polaris has created new ways to connect
riders with the outdoors on all terrains, and we are committed to
inviting more people to join powersports for work and for play,”
said Polaris Chief Customer Engagement and Growth Officer Pam
Kermisch. “We are so honored to have these trailblazing women join
in this initiative, not only to inspire and empower more
adventure-inclined women to enter the space, but also to lead
industry improvements for the women already immersed in powersports
culture.”
The Empowersports Women’s Riding Council is composed of
distinguished women who are riders, adventurers, leaders and
entrepreneurs who bring unique perspectives and insights to the
powersports space. They are champions for advocacy, empowering
women, building community, sparking adventure and fostering safety.
They include:
Michelle Barraza RZR Racer
Carrie Barton Klim & Timbersled
Brand Ambassador, Dirt Bike Racer & Tour of Idaho Finisher
Julie-Ann Chapman She Shreds
Mountain Adventures Founder & Professional Snowmobiler, Team
Polaris Athlete
Amy David Professional Mountain
Athlete, Skier, Guide, Polaris Snowmobile Ambassador & Content
Creator
Gevin Fax Actor, Musician, Educator
& Speakers Bureau Ambassador
Vicki Gray International Female
Ride Day® & Motoress.com Founder, Road & Race
Instructor
Lisa Lockhart Rodeo Champion,
Rancher & Polaris Ranger Ambassador
Kristen Matlock Professional RZR
racer & SCORE Baja 1000 Champ
Jody Perewitz Racer & Sturgis
Motorcycle Hall of Famer
Porsche Taylor Black Girls Ride
Magazine Founder And Cross-Country Rider
Jolene Van Vugt Women’s Canadian
Motocross Stuntwoman, Nitro Circus Action Sports Athlete, Canadian
Woman’s National Motocross Champion & RZR Ambassador
Kelly Yazdi Wild Gypsy Tour
Creator, Polaris Adventures Ambassador, Actor & Host
“I am honored and thrilled to join my fellow council members in
this movement to champion self-empowerment, community, adventure
and safety,” Matlock said. “For me, riding is a form of expression
and freedom that every woman should get the chance to experience.
Women have always been a force within the world of powersports, but
we haven’t always been a part of the narrative. This council allows
us to tell our stories and provide our perspectives our way.”
The Empowersports Women’s Riding Council will meet regularly
with Polaris leaders to discuss breaking down barriers including
increasing diverse female representation, vehicle and gear
considerations, safety practices, combating biases and demystifying
the sport for more women.
Polaris’ Focus on Customer Growth
The creation of the Empowersports Women’s Riding Council is part
of Polaris’ broader growth initiative, which aims to grow their
customer base by nearly 50% over the next 10 years through
introducing new customers to Polaris and continuing their
commitment to supporting diverse riders. During its second quarter
the company saw an influx of new riders with nearly 75% of off-road
and motorcycle buyers being new to Polaris, fueled by significant
increases with women and families as well as younger and
multicultural customers.
The increasing presence of women in powersports is an
industry-wide trend. Female motorcycle ownership has doubled in the
last decade, according to the Motorcycle Industry Council. With a
2018 MRI-Simmons survey showing nearly half of all off-road
vehicle-owning households having women in them and Black women
outnumbering their male counterparts in snowmobiling by 61%,
Polaris is focused on sustaining and growing this movement in a way
that uplifts both new and experienced female riders.
“As the leader in our industry, we have a responsibility to
ensure diverse voices in the powersports space are heard to drive
action and make the industry even stronger,” Kermisch said. “While
we are proud of the efforts made thus far, we also recognize there
is room for improvement. We look forward to having these honest
conversations and instilling actionable change, so all women feel
empowered, no matter the terrain or vehicle.”
As Polaris continues to see record numbers of new customers and
a more diverse mix of customers, the company has committed to
creating an inviting, inclusive experience for new Polaris riders.
Polaris is proud to partner with organizations that align with this
mission, such as Black Girls Ride, Outdoor Women, Wild Gypsy Tour,
International Female Ride Day® and Women Riders World Relay.
ABOUT POLARIS INC.
As the global leader in Powersports, Polaris Inc. (NYSE: PII)
pioneers product breakthroughs and enriching experiences and
services that have invited people to discover the joy of being
outdoors since our founding in 1954. With annual 2019 sales of $6.8
billion, Polaris’ high-quality product line-up includes the Polaris
RANGER, RZR and GENERAL side-by-side off-road vehicles; Sportsman
all-terrain off-road vehicles; Indian Motorcycle mid-size and
heavyweight motorcycles; Slingshot moto-roadsters; snowmobiles; and
deck, cruiser and pontoon boats, including industry-leading
Bennington pontoons. Polaris enhances the riding experience with
parts, garments and accessories, along with a growing aftermarket
portfolio, including Transamerican Auto Parts. Polaris’ presence in
adjacent markets includes military and commercial off-road
vehicles, quadricycles, and electric vehicles. Proudly
headquartered in Minnesota, Polaris serves more than 100 countries
across the globe. www.polaris.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20200930005751/en/
Media Contact Ty Hughes phone: (832) 526-2213
Ty.hughes@ten35.com
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