JOY RIDE2017

BELL HELMETS PRESS KIT

WELCOME TO JOY RIDE2017

Abby Hippely rails the Mills Peak Trail in Graeagle, CA.

BELL HELMETS JOY RIDE 2017 PRESS KIT

HELlO and WELCOME tO BELl JOy RidE 2017!

Since the launch of the of the Joy Ride program in April 2016, we have hosted over 2,400 women at fifty rides in eight cities across North America. For 2017, the Bell Joy Ride program is back and calling all women who love mountain biking.

The purpose of the Bell Joy Ride program is to partner with ambassadors in areas across the country to lead rides and inspire women to start mountain biking in a stress-free, non-competitive atmosphere. With a focus on skills, confidence, and community, the Bell Joy Ride program has helped to inspire a diverse range of female mountain bikers—ranging in age from twelve, all the way to sixty-one years old.

Since helping to launch the program last year, I have personally been amazed by the dedication, growth and enthusiasm of the Joy Ride ambassadors and can’t wait to see what 2017 holds!

Looking forward to seeing you on the trail,

Kristin M. Michal Joy Ride Program Manager

We created the Bell Joy Ride

ambassador program with the simple

goal of bringing together and enabling

female mountain bikers with regular,

structured, fun and social rides that

appeal to all levels of riders, so women

can enjoy challenge and camaraderie

in a non-competitive environment.

BELL HELMETS JOY RIDE 2017 PRESS KIT

BRinGING WOMENTOGETHER

BELL HELMETS JOY RIDE 2017 PRESS KIT

Samantha JonesKansas City, MO

Kendall RyanRichmond, VA

Amber KruegerMadison, WI

Karina MagrathCoeur d'Alene, ID

Veronique PardeeTucson, AZ

Isabelle JacquesVancouver, BC

Nina KarpoffEdmonton, AB

Missy PettyKnoxville, TN

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MEETOURaMBASSadORS

Bell selected eight dedicated, inspiring women from all over the US and Canada and gave them the resources they need to grow women’s mountain biking in their regions. And it’s working. In the first 3 months alone, our ambassadors led over 25 rides, each with an average turnout of around 50 riders. We are bringing together communities of female shredders. We are inviting new riders in and creating future mountain bikers. And we are inspired by the progression and the smiles on faces that we see after every ride. And we’re just getting started.

GET On BOARd.Joy Ride is about getting women out on mountain bikes and growing the sport we all love—and that helps everyone. Support local ambassadors in your area or help us select the next round for 2017.

WE CAN’T DO IT ALONEBell is a proud supporter/member of these amazing advocacy organizations:

Choosing wasn’t easy. Bell received 196 appliCations from all over the U.s. and canada.

THEYEaR INREVIEW

120+ 57

100 TOOMANY

FAR

61 12

BELL HELMETS JOY RIDE 2017 PRESS KIT

BELL HELMETS GIVEN AWAY

AVERAGE # OF LADIES PER RIDE

BIGGEST RIDE HOSTED BY MISSY PETTY DURING THE BELL BUILT/JOY

RIDE EVENT IN KNOXVILLE, TN HIGH-FIVES SHARED TO EVEN COUNT

OLDEST RIDER

BELL JOY RIDE IN MADISON TEAMED UP WITH A SHOP IN MILWAUKEE, WI FOR A BIKEPACKING ADVENTURE. THE MILWAUKEE GROUPS RODE IN FROM ONE DIRECTION AND THE MADISON CREW RODE IN FROM ANOTHER. THEY MET UP AND CAMPED OUT TOGETHER. THEY HAD 13 CAMPERS AND ABOUT 20 WHO JUST RODE PART OF THE WAY.

YOUNGEST RIDER2,415 FANS ON FACEBOOK (AND COUNTING!)

50

8INDIVIDUAL RIDES

THIS YEAR IN

DIFFERENT CITIES

Check out these facts and figures from our first 6 months of Joy Rides!

“ Locally, the ambassadors plan events and monthly rides with the intent of increasing the number of women biking in each community. Last Sunday, Pardee’s event “Ride Like a Girl — A Celebration of the Future of Our Sport” took 56 women and girls ages 12 and older mountain biking on skill-level-appropriate trails in Catalina State Park.”

— Tuscon.com

BELL HELMETS JOY RIDE 2017 PRESS KIT

in THE NEWSIn the weeks and months after the program’s launch, the Bell Joy Ride program was featured across a broad array of online and print publications.

DIRT RAG http://dirtragmag.com/bell-builds-community-through-the-joy-ride-ambassador-program/

MTBR http://reviews.mtbr.com/bell-joy-ride-program-kicks-off-with-ambassador-meetup

BIKE MAG www.bikemag.com/news/joyriding-through-a-new-era/

PINKBIKE http://www.pinkbike.com/news/learning-how-to-joyride-with-bell-a-new-womens-program-2016.html

BICYCLE RETAILER http://www.bicycleretailer.com/north-america/2016/03/07/joy-ride-ambassadors-meet-tour-bell-set-launch-mtb-riding-groups#.V9syGza8_e0

BELL HELMETS JOY RIDE 2017 PRESS KIT

alL THE BUZZ

“ I feel like bicycles have given me so much that I really want to help other people experience that. Two wheels can take you to amazing places and I want to share that with people,” says Jacques, who has been mountain biking for as long as she can remember.”

— North Shore News

The social media channels buzzed as well, with several major influencers posting stories and generating thousands of page views.

StRATUS

EndEaVOR

SOUl

COaST

TEMPO

Matte Cobalt/Pearl

Matte Cobalt/Pearl

Matte Gunmetal/Silver/TangWhite/Emerald Reflective

White/Emerald Matte Gunmetal/Silver/Tang

White/EmeraldMatte Cobalt/Pearl

White/Emerald

White/Emerald

Matte Cobalt/Pearl

Matte Cobalt/Pearl

Matte Gunmetal/Silver/Tang

Matte Gunmetal/Silver/Tang

ACTIVE LIFESTYLE

ROAD

OPTIONAL

OPTIONAL

OPTIONAL

OPTIONAL

OPTIONAL

OPTIONAL

SUPER 3R SUPER 3

RUSH

Matte Emerald Matte EmeraldMatte Cobalt/Pearl Matte Cobalt/Pearl

Matte EmeraldMatte Cobalt/Pearl/Iceberg Matte Gunmetal/Silver/Tang

MOUNTAIN

BELlJOY RIdECOLlECTIOn

In 2017, the Joy Ride collection continues to evolve with new color options and refined shapes. Offering a color palette selected through rider input and research, as well as even more MIPS options for increased protection, the Joy Ride Women’s Collection is forging full-speed ahead.

BELL HELMETS JOY RIDE 2017 PRESS KIT

BELL HELMETS JOY RIDE 2017 PRESS KIT

BE A 2017 BELl JOy RidE aMBASSadORAfter a hugely successful initial launch, Bell

will be identifying 5 new ambassadors for

2017 to help us achieve our mission to get

more women riding on the dirt more often.

You don’t have to be an awesome mountain

biker—you just have to be passionate

about women’s mountain biking. BELlHELMEtS.COM/JOY-RIdE-PROGRAM

aPPlY TOdAY:

WE’RE LOOKING FOR WOMEN WHO:

• Love mountain biking and camaraderie with other women

• Have excellent leadership, event planning and organizational skills

• Are locally connected with the ability to partner with local bike retailers and other organizations

• Are active and knowledgeable on social media (potentially with a good following)

• Are passionate about the Bell brand

WHAT YOU’LL BE EXPECTED TO DO:

• Manage a once-a-month social ride for riders of all levels

• Represent Bell by wearing a Bell helmet and kit for all rides

• Maintain rider database and communications

• Update social media regularly with images/ content from rides

• Attend kick-off Joy Ride Camp in Santa Cruz (paid for by Bell)

• Spread the word about the Joy Ride Program

• Be willing to lead this program for at least one year with our help and support

WHAT’S IN IT FOR YOU?

• Bell helmet, custom kit, or t-shirts for regular ride leaders

• Joy Ride E-Z Up tent and table cover

• Regular drawing swag for monthly rides; pro deals for regular ride leaders

• Start-up “cash” to help fund additional activities

• Guest riders from Bell

• Landing page on Bell Helmets website explaining the mission with links to your city/group

• The help, guidance and support of the Bell Team

For media inquiries, please contact Kristin Michal: kmmichal@bellhelmets.com

© 2016 Bell Helmets, Scotts Valley, CA