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  • jules

    “what kind of jerk insists on riding his pace and only his pace when riding with his significant other?”

    I’m not defending the ad. it’s sexist. however, I’m that jerk sometimes. I ride with my wife, but I also train and when I’m training I’m not slowing down. that would defeat the purpose of training. if my wife was a competitive rider it might be fine, but she’s not. her buying a bike with a motor isn’t a bad option. of course, sometimes the roles are reversed which is what Pinarello neglects here.

    • Fiona Caroline Morris

      Im a competitive rider and I cant keep up with my husband on training rides all the time…but i dont want an e-bike either haha

      • Leslie

        Come on, Fi. We could get to coffee shops faster? ;)

        • Fiona Caroline Morris

          well when there is coffee involved… hahaha

    • bseitz

      I think the “sometimes” and “only his pace” are kind of the key issues here. Sure, I enjoy a 35kph pace line ride when I’m training, but that doesn’t mean I won’t ride 25kph for a leisurely Sunday ride with my S.O… (ignoring for a second that she’ll gleefully drop me like a sack of potatoes when the gradient picks up… which is the portrayal of women as not always being weaker/slower that the ad is also missing.)

      • Anne-Marije Rook

        Yes thanks for pointing that out. Jules, it’s completely acceptable to separate training time and riding time; we all do it. The key word in the ad is “impossible” and the fact that only with her getting an e-bike, things will change.

        • SprintFinish

          A-M, you are 100% wrong on this and should issue an apology for causing an internet storm. This is not a sexist ad! The test is to apply this situation in reverse. Imagine that a male has a girlfriend who rides competitively or is just a recreational rider who trains. Imagine that this male is not a cyclist and doesn’t want to become a cyclist as his passion is something else. If he were featured in this ad saying now it’s possible for him to keep up with this girlfriend no one would have a problem. This ad is not saying a female can’t keep up with a male. It’s just saying now a non-cyclist can keep up with a cyclist. Being Italian, I suppose they picked a pretty female face because that sells. Anyone who finds this ad offensive is reading into it the wrong way and being way too sensitive. Please take it for what it is. I don’t know if you have a boyfriend or not and whether he rides but if this bike allowed him to ride at your pace isn’t that a good thing? That is all this ad is saying.

        • Bex

          “seems impossible” and for plenty of women it might feel like that. i know my better half wouldn’t contemplate riding with me on some of the longer rides i’d love to show her. i would also say that joining a bunch ride dynamic is quite different to a couple going for a ride together, so of course you’d expect to ride at a pace you’re both comfortable with if it was just the two of you but the ad is about a bunch ride.

          • SprintFinish

            How do you know the ad is about a bunch ride? Emma is labeled a “couples” rider therefore she is clearly not a serious cyclist with a power meter or a training program or similar. Pinarello are not saying women can’t keep up with men in this ad?

            • Bex

              fair call, i guess i was thinking the sentence was referring to the same ride but it doesn’t state that, and the pic at the top doesn’t say anything about bunch rides.
              “Nytro aims at a wide target, from the one that has no time to train but would never miss a weekend ride with friends, to women who would like to follow easily the men’s pace”
              I guess i was just thinking it had to be about a bunch where the pace isn’t adjusted to suit new comers. It it’s about couples riding then yeah talking speed doesn’t make much sense.

        • damienwalder

          No mention of how domestic labour has traditionally been doled out, effectively keeping women from having the time and resources to train, pursue leisure and sports as hobbies, let alone careers, without tremendous personal sacrifices. But sure, keep up with the selfish boyfriend, you go, girl!

        • Neuron1

          Funny thing is, if you look at the attached chart, dare I say it, women even at their best are not as strong as men (equal Cat rider). https://s3.amazonaws.com/cyclinganalytics/static/cycling-power-table.png If they were, they would be riding in the men’s peloton, but alas they are not. It would be interesting to see how the best female professionals would stack up in a GT against the men. I have the honor of riding with a group of women that are stronger than I am, but they are all former college endurance athletes. When compared to the ride leaders however, they are not even in the same category and we spend most of the time sitting on wheels and trying to hang on. Sorry to say, the ad may be flawed but the facts aren’t.

          • Jonathan Pass

            Even if you’re “right”, you’re wrong.

            1. Women have a higher body fat percentage (14-20% compared to men’s 6-13%) which probably equates to the w/kg offset that the chart you posted displays. Even if they’re putting out 350w, that’s nerfed b/c they have 1-14% more adipose tissue. That’s genetics, but watts for watts it could quite easily be the same.

            2. Your opinion: “women sit in and try to hang on”. Peta Mullens dropped me at a local Tuesday night crit in OKC. I’m no pro, but at the time I was capable of 4.8w/kg FTP, which is “excellent” by the standards of your chart. I’ve ridden with Anne-Marie, she’s a beast (2015 when she was covering Worlds in VA). I’ve ridden with tons of women that are plenty strong, capable, and far smarter than their male counter parts. Saying “science verifies that women are slower and inferior” is rubbish. I’m not sure what sort of gratification you get from saying something like that, but I hope it’s more founded than saying “I know female riders that are slow”.

            3. The purpose of the ad was to say “we’ve finally made a bike that makes things equal for less capable riders,” but the ad missed the point because it isolated a gender, then marked it as inferior. I know tons of recreational riders out there that could use this bike, but aiming it specifically at a gender is a miss. Also, saying “if they were as strong, they would be riding in the men’s peloton” is a whole separate argument. Women are fighting to get equal wages and have the same events/exposure. Cycling has a terrible history of sexism, racism, and inequality. That’s another thread for another article.

            • Neuron1

              1) Thanks for telling me that the physiology is wrong. I’ll inform all the sports scientists of their mistake. Please see my post below responding to Moira, for additional physiology facts. You give examples of a couple of very strong women beating you, that is exactly what I stated. And their body fat is a fact of physiology, so live with it. 2) Untwist your knickers. My point was that, even the hard core best female riders, at the local level pale by comparison to the hardcore male local riders, and so on up the sporting food chain. I stated that once the strong guys start to hammer, the rest of us, women and men, can’t keep up and hang on for dear life. That doesn’t make them weak or slow, just weaker and slower than the big guns. Never are the women pulling the group along at 22-25 mph for 20 or 30 minutes they way the group leaders are. In general, if the women were as strong, there would be non-gender cycling teams. I propose a gender neutral world championship TT and road race, let’s see how it plays out after 250 km and 4000 meters of climbing followed by a Sagan/Matthews/etc sprint. 3) Equal pay for equal work; increase the women’s races in stage length and duration to equal the men’s and then propose the change in pay structure. My wife and I attended the Tour final stages in 2014 and watched the women’s race prior to the men in Paris. After concluding both, she said to me that the beauty, power, speed and flow of the men’s race was so far superior to the women as to be virtually two different sports. And finally, thanks for wanting to correct all the ills of the cycling world with your post. We’ll get right on it.

  • David Bonnett

    Is there an ad agency somewhere who specialise in bad publicity campaigns for cycling manufacturers? As listed above, there have been far too many (you didn’t even have to include the Total Rush body paint debacle). As one who is stuck between a daughter who can drop me at a second’s notice (and who has a better bike than me) and my wife who doesn’t want to go fast but refuses an e-bike for her 20km daily round trip, purely on principle, I have to wonder who Pinarello really are trying to reach with this (now deleted) post…

  • Ian Frakes

    Marketing gaffe aside; this bike would definitely allow my dear wife and I to go on rides together. 15 years of netball ruled out 100km days and 1000m ascents for her. She had to stop skiing and we snowshoe now. I’ll retire soon and Corsica is calling, I’d love to discover some mountain passes together.

    • Simone Giuliani

      Sounds like a really good scenario for utilising an e-bike. I know there are Tour companies out there that include them as an option.

      • Webbovich

        Just like the Pinarello ad suggests.

        • Simone Giuliani

          As Wily Quixote helpfully pointed out below, its just like what the commentary under “Valid Market, Bad Execution” suggests. I’m not trying to say there is not a market out there, but as a member of that market (a female that likes to ride with the blokes in their life but is slower) their way of pursuing it certainly did nothing to win me over.

          • Webbovich

            It wasn’t meant to win you over Simone – you’re not the target audience.
            I’m more fascinated by the response that it should be removed etc. Why so emotional if it doesn’t pertain to you?

            • roklando

              By that same logic, we shouldn’t react to for example poverty, violence, homelessness, domestic abuse etc. because it does not pertain to us?

              • Bex

                really… we’re talking about a bike ad and you bring poverty, violence, homelessness into it…. get some perspective on what we’re talking about. You’re belittling the true horror of those things by comparing them to a bike ad.

                • roklando

                  If you think this whole thing is about a bike ad you’re really missing the point. This is about how society is structured to discriminate against women, which unfortunately connects this idiotic bike ad to much more serious things like gendered violence etc. so there’s no belittling here, which is also why the “why so emotional?” question is borderline offensive.

                  • SprintFinish

                    There is no discrimination against women in this ad!!!

                    • roklando

                      If, to quote Rook the article above, you think that “insinuating that women are slower, less capable than their male counterparts” is not discriminatory then you’re beyond help.

                    • SprintFinish

                      The point is they are not insinuating that at all!!!

                      If they were then yes it would be sexist. I ride with plenty of women who are stronger than me and that’s great.

                  • damienwalder

                    Smells like gaslighting, too.

  • Webbovich

    Why is the ad sexist and why is it wrong?
    Aren’t Pinarello correct? There is a share of the market that would like the female partner to be faster, or simply to participate. In particular I am thinking about long rides, especially those with long/lots of climbs.
    No doubt there is a share of the market that wants the male partner to be that. It is just a smaller share.
    As difficult as it seems to be for some people to acknowledge emotionally, not just rationally, females are at a physical disadvantage to men, in general. This doesn’t mean watching one gender over another is better or worse (it is not about that), simply that a motor on a bike is going to help the female keep up with the male more often than the other way around.

    And for those females who appreciate the usefulness of the ad to find a bike that helps them enjoy riding with their partner more, why is the ad bad for them?

    • Wily_Quixote

      See the heading ‘VALID MARKET, BAD EXECUTION’ above

      • Webbovich

        Thanks Wily. Very unhelpful really.
        Simone started her article openly, but felt like the answer needed to be no, so wrote two reasons to support it.
        Simones suggestions are 1: Pinarello do ads recommending to female partners that if their partner doesn’t consider their needs, then separate, and 2.Keep the ad, but portray females in other ways too. Initially I was very sceptical of this, as it implies they never market females in any other light. Well, their Instagram account doesn’t help them defend that position, with only three photos in three years showing a female, and only one of those specifically about a female.

        So, I cannot see how it is bad execution, rather just low levels of marketing at females in general (based only on IG). Their is a 55 year old male advertised too. No complaints saying its sexist and that there are heaps of guys keeping up without motors etc. Some saying it’s cheating, but that is narrow minded too. If you really had to think of ten scenarios where it would be helpful, i’m sure we could all come up with them. No gun to the head even needed.

        • Bex

          thank you. i can’t understand how it’s sexist either. I think people who call it out as sexist are assuming it’s saying women aren’t as good at cycling because they’re not as strong. It irritates me no end that just because they don’t like the reality of the message it’s automatically deemed sexist.

          I’d love my wife to have a bike like that so we could enjoy some bigger rides together, not necessarily faster just further and with more undulating terrain. sure there’s also plenty of women who can do those rides already but this obviously isn’t targeted at them.

          • Cesar Zimoni

            This is not about the bike or the ad. It is a about women pushing a political agenda that sees sexism everywhere they turn their head. “Normal” women who don’t ride regularly, who don’t race or do long distance riding would benefit from this. The athletic women who do race, who are fit and who want 200% gender equality can’t admit this but see this ad as an attack on their attitudes. These are the women who attacks this ad.

        • DaveRides

          “2.Keep the ad, but portray females in other ways too.”

          Like the next most recent picture of a woman (four women, actually) on their Instagram account maybe? It’s a shot of the Italian women’s team pursuit squad smashing it at the European championships a few weeks ago, and also happens to be the most recent pic of ANY elite racer on that page.

  • Nathan Hosking

    *sigh* Yet another storm in a gender focused teacup – my guess based on likelihood is that Pinarello is capturing the vast majority of the ‘couples’ market with this post, and could have put out a comical follow up similar to the Wyman post… I say stick to your marketing guns and don’t let the PC brigade scare you out of your right to speak freely. (Disclaimer: My wife is a marathon runner and I can’t hold a candle to her!)

    • jules

      I’d suggest it’s more cos they’re Italian and their attitudes to gender equality are different to ours. I doubt they foresaw it as controversial

      • MadBlack

        Exactly! This is what happens when Italian males are left to come up with a marketing campaign…

      • SprintFinish

        Our attitudes to gender equality are not equal at all if we think this ad is sexist.

    • Pete

      Thank you for mansplaining it to us.

      • Nathan Hosking

        Because no man is entitled to an opinion these days…

      • SprintFinish

        Mansplaining is a very sexist word

  • Dave

    Look at all the extra free publicity Pinarello are getting?

  • Spider

    perhaps the young lady is actually the partner of Mr. Cancellera….so she NEEDS a motor to keep up with his!!!

    (this is a joke)

  • Spartacus

    Yep, silly ad and silly premise. Several times women, including one on a Pina, have smoked me on climbs like Mortirolo and Alpe d’Huez – and I’m not slow (in fact raced for a living years ago). I needed the motor against them.

  • Eric Blair

    “And lastly, what kind of jerk insists on riding his pace and only his pace when riding with his significant other?!”

    If you think of Pinarello and your first word association isn’t “douchebag,” you A) own a Pinarello, B) participate in a Chris Froome-centered cult (this would include members of Team Sky).

  • toffee

    My wife needs one.

  • Cathy Saleta

    No this is not acceptable – it just perpetuates the stereotype of female bodies being that much less capable than male bodies that they need a motor. The capacities for riders to travel at a particular speed has less to do with gender and everything to do with how much training, conditioning and preparation a rider does, including nutrition. At the end of a long ride I passed an obviously fit and more-talented-than-me male rider who was all cramped up cos he didn’t eat enough carbs…and I’m overweight and female. In the same ride a female rider was waiting on the side of the road and I asked her if she needed help with something, she told me she was waiting for her boyfriend who would be annoyed if she finished before him… It’s about time we stopped with the assumptions and stereotypes about sex and started just getting everyone interested in cycling!!

    • Bex

      so you’re saying by eating the same things a pro male cyclist does and training the same as a pro male cyclist a pro female cyclist would be able to compete in something like the tour de france, or perhaps a world championship time trial?

      it’s not a bad thing that women aren’t as strong on the bike as men; we’re all different and that’s what makes life interesting. suggesting that the speed a person cycles somehow relates to anything else about that person is ridiculous.

      • Moira Kearney

        Babes, the reason the add is dumb is that there’s very little difference in speed and ability between women and males for the average avid hobby cyclist.

        We’re not comparing pro men and women – this advert is targeting able bodied amateurs, and there’s really not much difference in that bracket. Most avid hobby cyclists are able to maintain 17-20 mph, most avid hobby cyclists could not keep pace with a cat 1 or 2 racer regardless of gender. Any able bodied woman can train to keep pace with her hobbyist male partner, and vice versa. The add suggests an able bodied 24 year old woman needs a motor to do this, and that’s insulting. Maybe if she was trying to ride pace with a pro peloton, but that’s not what the add is saying.

        • Bex

          babes? is that supposed to be patronising.

          i was replying to the comment above re being pro. you’re saying men and women are the same at the beginning, but men get proportionally stronger from training the same?

          i’d suggest that the ad is referring to women being less interested in going out and smashing themselves in the hills so when they want to go for a big ride with their SO they’re less trained and less likely to contemplate a big/fast ride.

        • Bones

          What happens if your able bodied partner would rather do Pilates and Pump classes but would like to occasionally go for a ride with you on Sunday morning?

    • mrp33p3rs

      > it just perpetuates the stereotype of female bodies being that much less capable than male bodies<

      if you want to break it down to physiology, it is absolutely true. when we talk about vo2, muscle development (hello testosterone), and other like factors affecting athletic performance.

      its naive at best and disingenuous at worst to maintain outright denial of this fact.

      im not at all defending this ad. i find it out of taste and out of touch , esp in todays climate.

      • Rob Biddlecombe

        I like your wording. Personally I find todays social climate “out of touch and out of taste. ” If women feel that reality offends them, instead of complaining and saving face, they should get out and ride. Nothing makes me happier than to see women on group rides. I wish there were more. Reality is not badly executed.

        • Moira Kearney

          “Aging, terminal Fred wonders why women riders avoid him”

      • Moira Kearney

        Dude, there’s just not much difference between avid hobby cyclists when it comes to speed – most of them are going to be able to do 17-20mph, most of them wouldn’t be able to keep pace with a cat 1 or 2 racer regardless of gender.

        No one is suggesting that women are equal to men at the pro level, but there’s so much overlap at the hobbyist level that its insulting for an add to portray a motor as a the only hope an able bodied 24 year old woman has for keeping pace with her presumably hobbyist partner.

    • Bones

      If you actually believed that women are physically equal to me then you would be lobbying against gender separation in ALL sports. And I don’t really see that happening anytime soon. This ad actually opens up a market for women that have either given up riding with their partners because they struggle to keep up or it offers a solution to women that want to start riding with their partners.

  • Dominic

    Such a badly executed idea.

    For instance my dad wants an e-bike so that he can ride with me more often. I have kids of my own so any time on the bike is training or racing time. So if he had a e-bike he could most likely ride with me while I train.

    I of course do social rides with him but not as often as he would like. He would be part of this legitimate target market.

    I think if they released photos of both sexes with the same statement with roles reversed there would have been no kickback.

    • Stewie Griffin

      But there actually was an add of a guy too.. That’s not even highlighted in the article..

      • Dominic

        Just saw that…

        In that case then I support the idea of having both ads up because both are valid target markets.

        Stupid Question: Would people be upset if the girl in the said photo said that she was getting an e-bike to keep up with her girlfriend on the weekends?

        If both ads were up at the same time are we all just really trying too hard to find companies doing the wrong thing in womens cycling?

        • Stewie Griffin

          I think there was a day in between the adds, it was like. A couple of days of different adds, leading up the the day of the release. But if they would have spun it the way you are putting it (girl-girl), this article wouldn’t have existed, probably.

          • Simone Giuliani

            I think that’s a pretty fair call Stewie. That add which highlights the diversity of riders from different levels, potentially but not explicitly, within the same gender certainly sends a very different message.

            • Dominic

              Thinking about this overnight I think they should have used both ads within the same gender.

              Male-Male and Female-Female.

        • Jordan Hukee

          Separate but Equal, right guys? ;-)

        • Anne-Marije Rook

          For me, the issue is that Pina rarely talks to the women’s market. And in the first really public instance that they do, it’s this.

          • Dominic

            Agreed, they are on the opposite side of the spectrum when compared to Giant/Liv and Rapha.

          • DaveRides

            True. They should copy the manufacturers that talk to the women’s market disingenuously.

            We know that every major women’s victory achieved on a Liv-branded bike has actually been on a full-spec Giant bike covered in Liv stickers, we know that Specialized pros prefer an Amira-branded Tarmac rather than an actual Amira, we know that Trek’s WSD range is only a marketing tool and we know that Scott riders couldn’t care less about Contessa models. Pink it and shrink it is even more true than it ever has been.

            You posted a gushing review of Canyon’s new women’s models earlier this year which are more flexy and have very minor geometry changes (within the range that could be accounted for with saddle positioning and fitting a correctly sized stem) and might remember that I asked if it was possible to verify whether any of the Canyon-SRAM riders were actually riding them or sticking to the stiffer full-spec bikes. Were you ever able to follow up on it?

      • Moira Kearney

        The add with the guy in it is different.

        1. The guy is fucking 55 years old
        2. The guy wants to keep up with his friends

        In contrast the woman is 24?!?? She can definitely get up to speed w/out a motor, whereas at 55 maybe the guy’s got some injuries etc.
        She also wants to ride with her boyfriend, which plays on that old trope of women not actually having an interest in sport outside of their relationship to a man who does.

  • Stewie Griffin

    There was also an add of a guy not keeping up with his peers by pinarello.. not only this, it was a series of adds. But I knew this was gonna stirr some pots. And no, I haven’t found a significant other that could follow me on my training rides, not even pro conti female riders I have ridden with were keeping up, but I don’t think they should be getting e bikes.

  • Bryan Duggan

    And they sponsor Sky. Fitting.

  • “what kind of jerk insists on riding his pace and only his pace when riding with his significant other?”
    If you are serious about having an “inclusive” cycling experience with your partner and/or family there are far more economical options. We have used the trailer for our two kids to great effect and even a device like the Airhub (which was recently reviewed on this site) only costs a fraction of an e-Bike.

  • roklando

    It’s straight up, garden variety sexism, quite possibly written by some knuckledragging ad exec who still thinks it is 1975.

  • CB

    What is a lifestyle cyclist and how do I become one?

    • Allez Rouleur

      Nice one! My definition would be what social media are allowing *some* cyclists to position themselves as these days. I have honestly never seen a Civil War bearded guy covered in tattoos on a road bike in real life, but they’re all over the internet, living the lifestyle cyclist life.

    • Anne-Marije Rook

      Ha! It means I commute by bike, ride bikes for recreation and for sport.

  • Danny D.

    Thanks for interesting Xmass gift for my girlfriend. I will ask her if she would like to have one – along with her unmotorised bike. It would help us to ride together more often, because she cannot keep up with me, but its obvious she is a woman! If she trains harder or I train less, we might be in opossite position and I might need one, but as we spend similiar time training every month, I am stronger than she. Its natural, its diference between genders – male are stronger, faster with better endurance. When I ride outdoor , majority of people I meet are males. Its fact, that road bikes are ridden by males more often than by females. So if we take 1+1, we get that only minority of males would need an ebike to keep us with their significant common ride. Its easy to have a weekend ride a adjust us pace to each other. But we enjoy being together and we spent the most of our leisure time cycling(separately) in pace that pushes our limits further, so it could be great for one of us, having this bike and ride together more often. There are many, many stronger women than me out there, and I admire them, because I know, they had to put much more effort in their training to get to this level. We are equals, but it seems to me stupid to see sexism everywhere in these days.

    • Moira Kearney

      Unless you’re a cat 1 or 2 racer, you’re not hitting speeds that any able bodied woman would have difficulty training to match.

      As far as men having better endurance? Tell that to Lael Wilcox.

      • Neuron1

        BS. Most of the “serious” women cyclists train like the men they ride with. But the fact is that the female physiology is not equivalent to male physiology, thus, the debate about women with high testosterone levels (Caster Semenya and transitioning transexuals) Male VO2 max and running/cycling economy is higher while lactate threshold is roughly equivalent. Therefore, a Cat 3 female has a lower FTP than a Cat 3 male. The reason we see women keeping up with or being better than men is that the best females are more inclined to ride with the guys and they are a Cat level above their fellow male riders. Regarding the marketing, maybe, just maybe, the women in the ad does not want to commit 12 + hours/week on the bike, intervals, training plans, build phases, weights, IMT, high protein diet, carb loading and all of the other psycho behaviors that many male “serious” cyclists do. Maybe, she just wants to be a good athlete and spend some time with her opposite gender signifiant other.

  • Coogs

    Interesting. Porsche had a similar (but non sexist issue) when they introduced SUVs to the market. They had gone after another part of the market and their fans moaned. They still sell SUVs. Without researching it, I expect they make money in that market. Valid market.

  • sabazel

    What makes the ad sexist and offensive is the word “impossible.” It implies that there is NOTHING that could happen to let her ride with her boyfriend except a motor. Which is clearly not really true. She could train more and get fitter/faster – her partner could slow down and do a recovery ride with her if he’s in training. The ad with the man implied that he CAN keep up, he just “didn’t have time to work out that week,” (which, btw, is an excuse not a reason to buy an e-bike). It implies men are slow by choice, whereas women are slow by design. It implies there is no spectrum of fitness that we all fall into because we are all people.

    • ebbe

      Well, it does say “seems impossible”. That’s an objective and personal statement from that one specific persona (a purely fictional woman with the face of a professional model). Some people will recognise it, some won’t, as is always the case with advertising. Ads for shampoo specially for blond hair generally feature blond women. Of course, brunettes won’t recognise themselves in the blond women in that ad. And that’s OK, because brunettes can buy the special shampoo for brunettes. That doesn’t make (the ad for) shampoo for blondes ‘wrong’. It’s just targeted at one specific group that would possibly buy that specific product.

      So now, let’s assume it would seem possible for that persona to keep up [with whomever] by other means, for instance by more training. In that case, she’s obviously not the target audience for an e-bike. She’d maybe buy a regular road bike, possibly a higher end model if she looking for more speed, but not a e-bike. So she’d have no place in an e-bike ad in the first place. No company would put up an ad for their e-bikes with a persona in it saying: “I’ll just train more, so I really don’t even need an e-bike!” ;-)

      Anyway, I think all Pinarellos are ugly as sin, so none of their ads speaks to me in the first place. But to everybody who does like them, whichever model and for whatever reason: More power to ya!

  • Justin Spinelli

    Men need to stop telling women what to think. This concept is clearly too difficult for some to grasp.

    • SprintFinish

      Totally out of touch comment

      • Justin Spinelli

        Please explain?

        • SprintFinish

          There is truly nothing sexist in this ad. Anyone that wants to see sexism is out of touch. Man or woman, it doesn’t matter who is telling the truth. Any man or woman who thinks this is sexist needs their head read.

          • Nathan

            That is not an explanation, just a strange opinion. Nobody ‘wants’ to see sexism, but there is nothing out of touch about wanting to call it out when it happens. There are undoubtedly women who would buy an e-bike for this purpose, but there was no need to mention ‘keeping up with my boyfriend’. By bringing a man into the equation it stops being about the woman and starts being about the woman’s physical inability in comparison to the man. This could have been empowering had it said, as others have suggested, that the bike allowed her to go further and faster and to keep up with stronger riders. Really very simple.

  • Larry @CycleItalia

    Simply a sign of an oversaturated market. Everyone interested in cycling already has a bike (or three) so when Pinarello is sold for big cash the new owners look anywhere, everywhere for new sales to meet the old “if you’re not growing, you’ll die” business mentality.
    What’s next… “A bike for those who don’t want to ride bikes”? “Enjoy riding like a trained cyclist with no training”? Or how ’bout “Adrenalina Elettrica”? Every new Maserati SUV should come with a pair of these on a rack attached to the back. Not on the roof as at 13 kg their owners couldn’t hoist them up there!

  • auton0my

    I’m all for gender equality but sometimes the PC crowd goes a bit too far. Yes, the ad is badly executed in these super-sensitive times. But face it, female physique IS different and while there are plenty of women who are faster than men, the majority/average cannot match muscle size/power figures.

  • Don Cafferty

    I think that the ad is worse than a poor execution and that it should be worrisome to Pinarello and its owners. Looking beyond the ad, what if the ad was considered to be a reflection of Pinarello’s corporate culture towards the treatment of sexes both in and out of the workplace. The entire brand is potentially tarnished. Some brands are driven by their culture. Pinarello should not want this ad to be their driver and their motivating force.

  • Jordan Hukee

    Hot Tip for Bike Companies – If you’re not sure if something will be called #everydaysexism or be deemed offensive to women riders, try substituting “Black People” for “The Weaker Sex” and re-read. Does it sound questionable even if “true,” in some narrowly-defined case? Maybe it feels like you’re painting a subtle and sensitive topic with broad strokes? Categorizing someone? Is it perhaps a bit awkward and presumptuous? Maybe even racist?

    It’s probably not a smart thing to publish as your marketing campaign. =)

  • Rob Biddlecombe

    I have a family member that owns an E bike shop. I work there part time. We sell many E bikes to women who want to ride with their husbands. The add should have shown an older woman and stated I want to ride with my husband. That way the younger generation wouldn’t feel their egos bruised and wouldn’t feel the need to get politically correct to save face. It’s a wonderful thing that someone can now buy an E bike and keep up with their stronger partners on a ride. I wish my wife would ride an E bike so we could ride together. It’s not because people like me are jerks when we ride. Our wives just won’t put out the effort. Period. Why can;’t we embrace this for the wonderful thing it is instead of “outraging” about sexism and lack of sensitivity. Sure it could be the other way around, but that’s never happened in our shop. This moral thing about taking everything personally and feeling the need to save face all the time in today’s first world society is missing the point.

    • Moira Kearney

      “Sure it could be the other way around, but that’s never happened in our shop.”

      Dude, you know that the only people who’re going to be buying a fucking carbon road ebike are middle aged out of shape dudes with egos too big to accept getting passed.

  • Robert Noah

    aannnnndddddd. Can I get you some cheese with that WHINE!????

  • campirecord

    I love how NO ONE sees the uselessness of this add and this product since the bike loses any assistance after 25km/h. So the only use really is uphill work AND on the flats, this thing will be a plonker at a 40 km/h pace.

    • campirecord

      ALso Pinarello, you suck

  • Richard Durishin

    Please! Take your self-righteous attitudes and go away. This isn’t about gender. This IS about on – bike speed and endurance. I’ve ridden with women who are faster than me and with women I’ve been faster than. Who are we, sans the market research on slower partners (for whom this bike and ad were designed), to cast aspersions on the campaign? Certainly there are men wishing to keep up with their female partners as there are women wishing the same. If Pinarello do an ad with a man on the ebike, will the cycling world be rebalanced to your satisfaction?

    The woman I want to spend the rest of my life with is a retired pro. She’s faster than me. If we want to ride at my speed together, I can that’s fine. But if we want to ride together at her speed and I buy an e-Pinarello or e-Cipollini we can do that. Your rouleur’s sensibilities may be offended. I don’t care. Neither does she.

    • DaveRides

      Before they pulled the whole campaign, there were multiple ads for the Nytro featuring men too.

  • cimarron chacon

    Agreed, they missed it. I live in a retirement community -turning outdoor destination. That means there are lots of fit people ( young and old) coming into town for events and inspiring those people who had lived a more sedentary life. These people, many older ladies, are forming e bike groups and riding together at their own pace.

    Maybe an ad that just read ” E bikes inspire you to try new things, go farther and faster than you thought possible” .. leave it at that. Then you could swap out all shorts of pictures of young women, old men, old women, etc. I think that was the point trying to be made in the ad, it was just said very wrong.

  • Wily_Quixote

    I would just like to suggest respectfully to all the outraged men out there who feel disenfranchised by Ella rejecting this add as sexist: we men do not have any idea what sexism feels like. Yes, it is still pervasive even in the modern western country that you’re probably reading this in.

    Sexism is corrosive and demeaning and if women react to a slight, as displayed in this ad, think about the generations of women who have been put down by ads like this,but probably worse, you might start to understand why. Not agree, necessarily, but understand.

    Society is going through an an autocorrect right now and to an Old White Guy like me it looks like political correctness is rampant, but it isn’t. It is sections of society, such as half the population, gaining the equality they deserve. ( don’t believe me: in Australia there was a report just this week on wage inequality, gender inequality at channel 9, need I go on?). Perhaps we need to cut people some slack and listen to what they are saying.

    To gain equality you have to get noses out of joint and persist in your message even if it goes too far sometimes. Now not all women will be offended by the ad but many are. Not offended greatly, but it might seem like just another little put down, another subliminal little message- you are not good enough.

    • SprintFinish

      Wage inequality is a myth. I have never seen it at any of the organisations I’ve worked for. Granted I have only been working since the late 90s. Wage equality is happening and should have always happened but we can’t change the past.
      All you have to do to prove this ad isn’t sexist is reverse the genders – the male is the “couples rider” i.e. not a regular rider and the female is the serious cyclist who is much stronger. If I saw that ad I wouldn’t think it was sexist. If I was riding with Marianne Vos I would need one of these e-bikes!
      I could find far more ads on TV that are sexist against men than than those sexist against women. It’s good that things are not the way they used to be and we are seen as equals. It’s time we all accepted that we are already there.

      • Wily_Quixote

        The supposed mythiness of wage inequality is its own myth. Wages on average are less for women than for men. Yes, it is not possible for a man in my profession to earn more than a woman doing the same job but that doesn’t mean that there is not a gender imbalance in remuneration.

        here are some reasons – female dominated occupations attract less wages than commensurate male dominated occupations (think nursing and teaching vs male dominated professions requiring tertiary qualifications) and very high salaried occupations are disproportionately occupied by men (i.e. executive positions) . These factors explain wage imbalances – at least in Australia.

        Your second point is a non-sequitur. Because you wouldn’t find a male ad sexist does not mean that a woman will not find a female ad sexist – this is easily explained by male power dominance in society for , I don’t know, hundreds of generations. it is usually those at the lower end of the power imbalance that find the messages designed overtly or unknowingly to put them down. You will also finds in minorities who might find jokes objectionable (i.e. asian jokes in australia) that would not be objectionable if it was reversed – I don’t find white jokes objectionable because I have nothing to lose i am in the majority and hold the power.

        It is about power imbalance and no, you don’t see it because you can’t. Nor can I – I can only listen to those that do and believe them.
        Why don’t you try it?

        • SprintFinish

          What you have described is not wage inequality, you’ve just said wages paid to the average female are lower than those paid to the average male. They are not the same thing. You cannot by law discriminate based on sex.
          The only way to correct the imbalance, if that is what society wants, is for more women to be in executive positions and in those mysterious male dominated positions that require tertiary qualifications. Women also need to want to be in those positions too.

          There is a wage imbalance between 20 somethings and 40 somethings. Is that wage inequality? Until you can show me a position where men get more than women for the exact same role (don’t say cycling) then I see wage inequality as a myth.

          • Wily_Quixote

            Did you not read my post?

            wage inequality does not refer to people in the same occupation, it is illegal in Australia (and probably elsewhere) to not pay people for the same work.

            Wage inequality refers to those circumstances that I have described in my post. Wage inequality refers to what women receive on average compared to what men receive on average.

            So, since it seems so important to you: you are correct there are no legal circumstances where women get less for the same work.

            But it is also the case that there is wage inequality in Australia between men and women.

            i didn’t make the term ‘wage inequality’ up – it is a common descriptor to describe the average wage inequality between men and women and it is not a myth and it does not appear to be fair.

            • SprintFinish

              But Wily the only way to get to pure wage equality is to enforce a 50% quota for both sexes for every single role out there I think the untold truth is that in many cases women don’t apply for aspire to the higher paid roles.
              I’m all for equality in everything but if both sexes have equal opportunity but there is a still a pay gap then it must come down to desire so what’s the issue?

              • Wily_Quixote

                “.. in many cases women don’t apply for aspire to the higher paid roles.”

                Do you have evidence for that? It isn’t an untold truth it is a told mistruth.

                • SprintFinish

                  Where I work we are always trying to hire more women but women account for fewer than 5% of the applications.
                  As long as there is equal opportunity and perhaps some encouragement along the way what is the problem. I just think it’s so counterproductive and boring to keep saying the average woman gets paid less than the average male. We just need to do our own little bit inside our own companies.

                  • Wily_Quixote

                    There is not equal opportunity, there are many biases that skew women’s participation in higher paid professions and jobs, there is also the so-called ‘glass ceiling’ that prevents women reaching higher paid positions within professions and there is the structural problems of female dominated professions earning less.

                    • SprintFinish

                      Do you live in Australia? There are far more female university graduates than male here so I don’t see any problems for women in the future. Perhaps it’s young males that need help now!

                    • Wily_Quixote

                      I work at a uni. The gender split is 60:40 women:men. I attended a meeting last week where the uni is putting in more initiatives to improve women’s equity.
                      Sounds crazy?
                      There are very few women in positions of senior leadership at every university .
                      Also several professions are very underrepresented with women – such as engineering. Why? Women do not make worse engineers.

                      These are some of the imbalances that needs to be fixed before wage equity is reached.

                    • winkybiker

                      Thanks Wily. All well argued. Another aspect of why the gap persist is around the decisions people make on careers. In a relationship, if a partner is to choose to either give up their career, interrupt their career or move to fewer hours for the purposes of devoting time to child-rearing, it makes sense to most that the partner with the lower-paying job would do so. The decision to do these things necessarily impinges on their career progression. In a world where the female partner is more likely to be the lower-paid in a male-female relationship, the circumstances naturally persist. Put simply (and perhaps too generally), women aren’t lower-paid because they interrupt their careers for child-rearing, they interrupt their careers because they are lower-paid.

                    • Wily_Quixote

                      Thanks, Winky. That is another interesting point that you bring up that I hadn’t heard. Their certainly are mulitiple reasons for the gender pay gap.

                    • winkybiker

                      Indeed. It is very complex, as are the solutions.

          • Wily_Quixote

            “What you have described is not wage inequality”

            it isnot my definition. But keep telling me why i am wrong if you like.

            “The only way to correct the imbalance, if that is what society wants, is for more women to be in executive positions and in those mysterious male dominated positions that require tertiary qualifications. Women also need to want to be in those positions too.”

            That’s right.

            “Until you can show me a position where men get more than women for the exact same role (don’t say cycling) then I see wage inequality as a myth.”

            Shall I explain this another way.
            1. A definition of wage inequality is that the average pay for women is less than men.
            2. Your definition of wage inequality is what people receive to do the same job.

            You keep arguing that 1 is wrong because of 2. they are different things and both are correct.

            Another name for 1. is the gender pay gap. If it makes you happier use that definition



          • Moira Kearney

            Duuuude even accounting for hours worked and profession and qualifications there’s always a 3-5% unexplained gap. Spend some time on scholar.google.com instead of yapping ignorantly all over the internet.

            • SprintFinish

              Why do you assume I’m male?

              • Moira Kearney

                As long as we’re talking about assumptions, you can go ahead and assume that I don’t respect you :)

                • SprintFinish

                  That’s quite a disgusting thing to say. I respect you and your opinions however I disagree. I stand by my observations and comments and I’m glad more women go to university than men but I do hope it evens back out in time.

      • Johnny Guzman

        Yep, every cleaning or cooking commercial out there shows guys bumbling around making a mess wherever they go. Being a stay at home dad is still looked upon with skepticism even by the women who are the breadwinners and part of the gender role reversal, even when guys show they are just as capable in the childcare department.

  • Superpilot

    Looks like an ad for a car company.
    It’s not like any of the sexist plonkers are putting a resistance hub on their bikes to slow down while keeping the watts up to ride with their better halves. Oh no, because that might knock their perceived superiority, someone else might pass them! Yawn.
    Although I find some e-bike riders downright scary (bringing a car centric mindset, 40kph shooting tiny gaps around pedestrians and other riders), they really are opening boundaries to a lot of normal people who might not otherwise ride a bike due to fitness or distance. I think people are getting some exercise, one less car etc. And it is making things like long distance fondos more achievable (a lot are including e-bike categories now).
    I’d get my wife an ebike if we were doing a long distance tour or something. But I think this is just the wrong way of pitching it.

  • ebbe

    So if I understand correctly, this was part of a series. That series featured a number of – perfectly recognisable for one, not so much for others – portraits of people who would benefit from having an e-bike. That series had one portrait of a woman, but it also had several portraits of men not being able to keep up. So there was no singling out of the one women: Both (some) men and (one) women were not able to keep up. Should that fact not be in the main article then? I’d say it’s quite relevant.

    • Moira Kearney

      The dude add showed a 55 year old who could go faster if he had time to train, but doesn’t and still wants to ride with his pals.

      The chick add showed an able bodied 24 year old who described it as “impossible” to keep up with her partner w/out a motor.

      Assuming the chick’s BF isn’t a pro racer, there’s no reason that a 24 year old able bodied woman couldn’t train to be faster if she wanted to.

      • ebbe

        So again: It seems important to add this to the main article

  • bumpyknuckles

    My partner and I are actually excited about the incoming ebike range. Because it actually means, as the ad states that she can ride with me on training rides.
    She is not a cyclist, and even if we rode at 20kmph she would want to walk up hills, and probably stop after 45 mins.
    She would freely admit to this.

    It may not be applicable for all couples, but definitely for quite a few.
    I think any competitive women mentioning that they can keep up with men is completely valid, but for non cycling women, this is a great invention.

    • Richard Durishin


  • OR_biker

    I’m just sitting over here hoping (ashamedly) that this causes enough of an uproar that Pinarello bike prices fall to a point where I might be able to afford one :-D

    • Wily_Quixote

      Well, definitely the smaller sizes and the pink ones will be going for a song.

  • cheryl

    World problems…I’ve been riding bikes (mostly with guys) since the 70s. I still ride with hubby only…sometimes I lead, sometimes he does. Sometimes I pull him up the hill. Sometimes he pulls me. Sometimes I ride alone. He has asthma and a fake hip so heavy sometimes he “slows me down”. But I would never think of NOT riding with him!

  • DaveRides

    Would have gone down far better if Pinarello created a sub-brand for women featuring all the lower-spec models with just minor changes from the men’s versions and a splash of pink or purple paint. Of course, the fact that none of the elite women’s racers will want to ride those bikes won’t be a problem, they can keep on riding normal Pinarello bikes with the special women’s paint job.

    The bigger crime is the Nytro is specified with a SRAM drivetrain and Shimano brakes.

    • lauren o’keefe

      Why do men always assume that women want pink or purple paint on their bikes? It drives me mad!! NO!! I don’t want some crap colour job because some guy has decided that what women want.

      (For the record my commuter is a black Trek Cross Rip and my roadie is a 2012 BMC Team Machine – so not pink or purple!)

      • Richard Durishin

        Don’t be sexist. There are female designers who’ve used those colors on high – end race bikes with women – specific geometry. I know some of them.

  • Richard Durishin

    Look, if she wants to ride faster and he wants her to ride faster, – or if he wants to ride faster and she wants him to too – where’s the sexism? Only in the minds of the pre-offended first worlders (who are really only upset that some wanker on a Pinarello could pass them on their Specialized).

  • Richard Hounslow

    PR prank hands down

    • DaveRides

      115 comments and counting, it’s a winner so far!

  • bincepilot

    I couldn’t imagine anything worse than going for a ride with my wife! Im sure the girls here share my sentiments! Cant we have some alone time?! It would be like the pilot couple on “Come Fly with me”!!!

  • The same day I read this, I also got an email from Thredbo saying their MTB season was open, and I thought, “that is how it should be done.

    Look at this page as a case in point.


    When I also look at most, if not all of their marketing material it nearly always includes females, doing pretty much doing exactly the same thing as the males. No differentiation…

    When I go to Thredbo, I understand why it has exploded in numbers of people.

  • Major Sceptic

    I don’t see anything the matter with the ad , let’s face it , as a rule men have a muscle advantage ,
    this is not sexist , this is just a fact of life .
    For the girls that are the exception to rule , that’s great and good luck to you all ,
    no one is forcing any ladies to buy a bike with a motor on it .
    Perhaps if wanting to be equel to men , try and be be a bit less thin skinned at what amounts to a storm in a tea cup .

  • OverIt

    Just a reminder to all…

    The planet is warming, people are still dying from starvation, war and murderous regimes. Overpopulation, water scarcity..

    I can go on and on…..

    Oh but lets all get bent out of shape by various interpretations or misinterpretation of a “first world” cycling advert….. far out…. please delete this article from the web…

  • Lawrence Hayes

    Ridiculous and absurd over-response on the part those who find this ad offensive IMO. For godsakes, we’re starting to loose all sanity. Chill. It’s a clever ad that addresses a real market; that’s all.

  • Ryan S

    I’ll take reasons Trump won for a thousand, Alex.

    Reverse the sexes and it’s a non-issue. People look for things to trigger them and upset them. The ad never said, “All women can now ride with their boyfriends.”

  • Hard Little Machine

    Anything that markets to women that doesn’t assume they’re all superhero Olympic gold medal Nobel scholars is a mistake. Women want to marketed to in terms of how they’d like to see themselves. They should have positioned this bike as a way to BEAT the men not keep up. Buy this bike and men will all be losers…And if it never gets used and becomes yet another immobile piece of furniture, who cares? All this nonsense about women and men are the same is twaddle. Are running shoes for women marketed the same way? Of course not. Buy these shoes and immediately win all marathons while training in Krav Maga.

  • David

    What a load of nonsense. It’s an ad, people. Plenty of girls are slower than their boyfriends. Plenty are faster. Grow up and stop being so easily offended. Pinarello: grow some spine and tell these whingers to go jump.

  • Johnny Guzman

    I don’t have a problem leaving my significant other behind because the only way we can ride together is on a Tandem bike where I do all of the pedaling!

    Seriously, this is playing the victim card at it’s finest. The fastest women cyclist is way faster than I am, but still light years behind the fastest male. If this wasn’t the case men and women would compete together at the same events. There is nothing wrong with pointing out the proverbial truth that females are the weaker vessel. It encourages men to be considerate, compassionate and empathetic to the needs of women. Otherwise guys would treat girls like other guys, with a lot of roughhousing, crude insults and just plain old meaness, because that’s how guys treat one another.

  • This marketing idea probably came from one of the following
    A person who simply cannot leave their ego at home and ride with someone who is not as fast.
    They wish they had a faster cycling partner rather than riding together.
    A women whose male cycling partner is always up the road and is only able to cycle @ one speed and one cadence
    A man whose female cycling partner is quicker than them. (wants a Nytro for himself but would never admit it)
    Most of the new generation cyclists have never ridden on club rides in a close nit group & think it is Ok to start and finish together and during the ride it is ok to be in s different post code (zip code) and up the road.

    Mark a Cyclist who has covered more than 190,000 miles
    #StartTogether #RideTogether #TeamworkWorksWonders
    Happily Married with my wife, we both have different fitness and bike skills, you would NEVER see more than 1 bike length between us.
    35+ years cycling & coach with athletes who are faster than slower and never leaving more than a car length between me and them.

  • Chris Carr

    Pinarello’s idea is simple and issue solving for many. Sensible marketing. Problem? Throw in political correctness and you always have a problem. A friend once said about identifying PC talk or ideas, “You have to pretend to be stupid to believe it.”

  • Greg Ski

    So a few women got reminded they will never be able to keep up with men on a bike…any publicity is good publicity. :)

  • Sexist or not, it is a very poor ad, likely made by someone who was born yesterday…

  • Rob Biddlecombe

    I worked in a family members E-bike store on “black friday” just after reading this article, Three couples came in to look at E-bikes with the ideal that the wife/girlfriend could ride and keep up with the husband/boyfriend.they did not want to ride with the men on a regular bike no matter how slow the men rode. Very common in our shop. I couldn’t resist telling the women about this add and article. None of them thought there was anything sexist or improper. They ( “the victims of sexism”) did not agree with you. We sold one bike, and have a chance of selling two more.


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