GOLDEN, Colo. (BRAIN) — Under a bluebird Colorado sky, Yeti Cycles quietly showed two women’s bikes for the first time to racers and spectators attending the 6th annual Beti Bike Bash, held June 14th. A longtime supporter of the Bash, Yeti was onsite with a full range of demos for women to test on the trails at Phillip S. Miller Park in Castle Rock, Colo., where the popular race was held.
The new models, which will be sold under the Yeti Beti moniker, mark the brand’s first foray into the women’s bike category. Yeti launched its line of women’s cycling apparel last year, and its immediate success was a driver for creating a bike specifically for the ladies.
“The biggest push for us was the acceptance of the apparel,” said Chris Conroy, Yeti co-owner and president. “Based on the sales success of the apparel, we knew there was something that resonated with what we were doing on the women’s side, so it was an obvious step for us to get in on it on the bike side as well.”
Yeti built, Beti approved
About a year ago, Conroy and Yeti co-owner Steve “Hoog” Hoogendoorn began to consider launching a women’s model. They consulted the best sounding board they knew: the eight-member Yeti Beti women’s race team, which Yeti has sponsored for nearly a decade.