Believing “the future of powersports is female” Polaris created the “Empowersports” Women’s Riding Council as part of its broader growth initiative. Polaris plans to increase their customer base by nearly 50% over the next 10 years by bringing in new customers and continuing their commitment to supporting diverse riders.
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,” said Polaris Chief Customer Engagement & Growth Officer Pam Kermisch. “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.
So far, so good: 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.