More women entering the sport has a trickle-down effect. Women who've come to accept motorcycling either through their own passion for the activity, or through positive messages in the media, are more likely to grant their blessing to those family members-husband, son, and daughter-who are interested in riding. “There's more general awareness of women riding motorcycles because more women are, in fact, riding motorcycles and because mainstream media and the motorcycle industry want to present that important story,” says van Hooydonk.

While 10% is a relatively small piece of the motorcycle ownership pie, one has to be cognizant of the power that 10 percent holds.

First, when women are passionate about something they usually share that passion with their friends. Denese Fisher, a 49-year-old mother of four from Livingston, Mt., had never thought about moving to the front seat of a motorcycle after being a passenger on the back of her husband's motorcycle for two years. Her mind was changed the day a motorcycle-riding friend invited her to a women's bike night at their local dealership. “I saw a lot of other women riders there. I really didn't think I wanted to ride my own bike until I saw these women doing it. I was invited to sit on a bike with an MSF instructor using me to demonstrate what goes on during a training class. Once I sat in the driver's seat of that bike, there was no turning back for me after that. I knew this was a sport I was going to love.”

Fisher's story illustrates how many women are introduced to the front seat of a bike. It's called the copycat effect. Women are very powerful influencers among each other. Femmoto, a women-only track day hosted by Sportbike Track Time owners Bonnie Strawser and Monte Lutz and held each year in the Las Vegas area, has doubled in attendance in the three years the event has been held. “It's growing through word of mouth,” explains Strawser. Women get on the chat boards and tell their friends. It's growing from the excitement from the women who have attended.”

The second powerful factor that 10% of the pie can boast is loyalty. “Women are profitable customers because of a higher loyalty factor,” explains Marcia Kull, a marketing consultant to the powersports industry and owner of SheGoes, Inc. Kull says loyalty stems from two different attributes: Analysis and loyalty. “A woman typically will put more research into the first purchase decision she makes. In many cases, she will pre-qualify not only the product, but also the seller.” Kull says the auto industry has discovered that women will typically take two weeks longer than men to reach a decision regarding a new vehicle purchase. But the delay has an important side benefit. “She will later amortize that time investment by staying loyal. Unless you have given her a good reason to take her business elsewhere, her second purchase decision will not include the same background check.”

Kull says, “A woman comes in to buy a motorcycle from a person. A good relationship with a dealer’s staff will enhance her loyalty and make her less likely to defect. Conversely, a bad experience with staff will more likely cause her, but not him, to walk out the door without a motorcycle.”

With the powers of 1) the copycat effect and 2) loyalty behind it, theoretically speaking, one could almost double that 10 percent figure that's attached to the women rider population. That 10 percent is very influential. There's power in influence..”