Interbike 2013: “Booth Dudes”

One thing we noticed at this year’s Interbike was the reappearance of the “booth babe” — you know, “our product’s not interesting enough on its own, so let’s hire some sex appeal!” Yeah, it’s a pretty tired-out technique, and it is unfortunate that companies still resort to sex-sells tactics. We’re sure you’ve noticed photos of pretty women shilling bike parts if you’ve been following Interbike coverage on other sites. There was quite a bit of that in Las Vegas this year…most of the worst offenders were in the Chinese (!) and Italian zones.

Well, we want to flip the script here and showcase some “Booth Dudes” — RL and I noticed that a lot of the men in bike businesses are rather handsome! The difference here is that not only are these a bunch of manly pretty faces, but they also know their product lines in depth. These are the hardest working guys in the bike biz — folks who are passionate about what they do and have the know-how to back it up. Try getting detailed specs from a booth babe!

So, our 2013 “Booth Dudes“:

Mike and Eric, costumed crusaders par excellence from Banjo Brothers

The debonair Adam Z. from O2 Rainwear

These dashing and futuristic cats from Ryders Eyewear

Our buddy, the supercool JT from Serfas

The incomparable Mark L. from Planet Bike

Marcus, our friend and a handsome face at WTB/Freedom

And, last but not least, the ever-so-dreamy Corey P (in the black shirt) of Dainese. Corey used to be one of our sponsored racers over at, and this young man is a hoot to hang out with.

There you have it — our roundup of handsome, friendly faces at this year’s Interbike. Give these guys a hand for all they do for the bicycle community…both in providing great products, but also in prettying up the place for the rest of us!

Interbike 2013 Coverage Proudly Sponsored by Black Tiger Jerky
Black Tiger Jerky


  1. Karen (Bikie Girl)

    Thanks for profiling the guys. Does it have to be an either/or situation, though? As in where are the smart, informed women who know their stuff? I’m sure they exist!

  2. Ghost Rider

    @Karen — you’re right, it is NOT an either/or situation. It’s a fact that the cycling industry tends to attract fit, beautiful, intelligent, and dedicated people, both male and female.

    However, this article is intended to steer attention away from the tired “sexy girl” image that a lot of companies still use to attract customers. When a company positions a “booth babe” with a low-cut top and skintight yoga pants in their display — expressly to capture the male gaze — and attendees go out of their way to ogle and to snap photos of said “babe”…well, that rubs us the wrong way here.

    Our “booth dude” theme is (hopefully) a humorous way to show off some of the guys we’ve come to know in the industry. We here at find these gents wildly attractive and also very good at what they do.

  3. Ghost Rider

    I should add that we’re working on presenting a “master list” of women-owned companies in the bicycle biz. We’ve been compiling it for months, with the help of some female industry leaders.

  4. Stephen Froeber

    Well, the first few sentances gave me some hope, but then you took it a very unhelpful direction.
    I get it. Your intent was to be to be humorous and lighthearted…but you actually ended up reinforcing a stereotype.

    A few companies blatantly using a “sex sells” technique doesn’t automatically make all atrractive women in the industry incompetent.
    Furthermore, why should a woman be penalized for her appearance? Her appearance has no bearing on her competence.

    Men are responsible for their behavior and their impulses. We need to stop blaming women for our own cultural and behavioral shortcomings. By blaming booth babes for being “incompetent”, you have subtly shifted the responsibility, when it should rest squarely on the company’s leadership and the consumers who support it.

    Shouldn’t the goal be to encourage all woman who are interested to become more involved in the industry?

    While I get the intent, it came off as insecurity about your own place in the industry rather than a defense of women.

  5. Ghost Rider

    @Stephen — I am glad that you understood our intent, and appreciate your thoughts.

    Nowhere did I say (or imply) that the “sex sells” technique “automatically make[s] all attractive women in the industry incompetent”. And I hope that my comment a couple above this one helped clarify our position.

    Really, I just (perhaps vainly) wish that our industry wouldn’t resort to the same tactics that automakers used to sell cars back in the 60s/70s. The products and technology in the bike industry is compelling enough that such shallow techniques aren’t needed, and certainly aren’t appreciated, by a good number of its followers.

    Perhaps also I should leave the humorous articles to our staff writer, Mir, who is far better at it than the rest of us.

  6. Raiyn

    Say what you will, but I’m certainly not against a smart attractive woman promoting a product. Eye candy is one thing, but it’s SO MUCH better if the “booth babe” actually knows the product inside and out. To me there’s nothing that turns me off more than someone (male or female) who recites talking points yet lacks even the most basic knowledge to back them up. (Goes for politics too.)

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