BOULDER, Colo. (BRAIN) — Earlier this winter at Boulder’s Sports Garage store, Ergon USA held the first of a series of demo events for its new women’s saddle line.
Ergon’s Karen Jarchow led the event for the brand’s first women’s specific saddles, which were introduced to the trade at Interbike. More than 50 women attended the presentation, which included a blend of technical information, product demos and socializing.
“Our sales cycles are built exclusively on relationships, and women are not typically impulse buyers when it comes to gear,” said Sports Garage’s owner and marketing director, Elorie Slater, “If we continually focus on building the right environment with the right partners, the sales volume will follow. I think we all nailed it on that front!”
Jarchow said, “We wanted to collaborate with a shop and owner who are connected and engaged with their community … The Ergon process of developing products is science-based and passion-driven. Aligning with groups with similar mindsets was a deliberate approach that produced great results.”
Ergon also planned a demo event at March’s Sedona Mountain Bike Festival and next month’s Sea Otter Classic. An event in Portland, Oregon, also is planned, with details to be announced …read more