EuroSIMA, European Surfers International Manufacturers Association, invited us to talk in their annual conference in Hossegor to the international surf, snowboard and skateboarding industry leaders on how to attract the female market.

Valeria addressed how the quality and quantity of female exposure have affected the whole Industry, who more often than not chose to portray models in bikinis holding boards rather than female athletes performing.
The impact these have had in women and how we never felt identified with what they were showing, consequentially getting a lack of sense of belonging in these kinds of sports.

Valeria explained through LGC’s example that until they don’t consciously shift their teams and marketing strategies, adding women and men with gender-perspective training, nothing would change. Needless to say, the audience was not happy (lol).