International Women’s Day is March 8, and BRP, the powersports company that owns Can-Am, Sea-Doo, and other brands, is celebrating while making a difference with its “Get in the Driver’s Seat” initiative.
The initiative is about both recognizing how far women have come in powersports while making a commitment to go further. It’s also about collecting and sharing stories of women in powersports. The Get in the Driver’s Seat webpage features the stories of 13 female BRP ambassadors, and if you click the “I’m In” button to commit to the initiative, you’ll be asked to share your own story, which may be posted on the website or social media.
This isn’t BRP’s first attempt to connect with and encourage female riders. For example, Can-Am’s Women of On-Road program features test rides, instructional riding videos, and three-wheeled riding courses, all with a mission to “grow the Women of On-Road community through inclusivity and education.”
Targeting a customer pool that is often left out of the conversation is a strategy that is working well for BRP, and it has the added benefit of helping women get their feet wet in the world of motorcycling.
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The idea of the Get in the Driver’s Seat initiative is to promote inclusivity in powersports by providing a space for underrepresented voices to be heard. In step with that goal, for every person who commits to the Get in the Driver’s Seat initiative, BRP will give $1 to an organization dedicated to the advancement of women. Some of those organizations are the Canadian Women’s Foundation, SheJumps, Juarez – Mujeres Resilientes A.C., and others.
To read the stories of women riders and sign up to share your own story, visit the BRP website.
And at Woman Rider, we’ll also continue to publish stories about inspiring women who are enjoying the freedom of motorcycling.