2. WELCOME
TO JOY RIDE
2017
Abby Hippely rails the Mills Peak Trail in Graeagle, CA.
BELL HELMETS JOY RIDE 2017 PRESS KIT
Hello and welcome
to Bell Joy Ride 2017!
Since the launch of the of the Joy Ride program in
April 2016, we have hosted over 2,400 women at fifty
rides in eight cities across North America. For 2017,
the Bell Joy Ride program is back and calling all
women who love mountain biking.
The purpose of the Bell Joy Ride program is to partner
with ambassadors in areas across the country to lead
rides and inspire women to start mountain biking in
a stress-free, non-competitive atmosphere. With a
focus on skills, confidence, and community, the Bell
Joy Ride program has helped to inspire a diverse
range of female mountain bikers—ranging in age
from twelve, all the way to sixty-one years old.
Since helping to launch the program last year, I have
personally been amazed by the dedication, growth
and enthusiasm of the Joy Ride ambassadors and
can’t wait to see what 2017 holds!
Looking forward to seeing you on the trail,
Kristin M. Michal
Joy Ride Program Manager
3. We created the Bell Joy Ride
ambassador program with the simple
goal of bringing together and enabling
female mountain bikers with regular,
structured, fun and social rides that
appeal to all levels of riders, so women
can enjoy challenge and camaraderie
in a non-competitive environment.
BELL HELMETS JOY RIDE 2017 PRESS KIT
BRINGING
WOMEN
TOGETHER
4. BELL HELMETS JOY RIDE 2017 PRESS KIT
Samantha Jones
Kansas City, MO
Kendall Ryan
Richmond,VA
Amber Krueger
Madison,WI
Karina Magrath
Coeur d'Alene, ID
Veronique Pardee
Tucson,AZ
Isabelle Jacques
Vancouver, BC
Nina Karpoff
Edmonton,AB
Missy Petty
Knoxville,TN
1
2
3
4
5
6
7
8
MEET
OUR
AMBASSADORS
Bell selected eight dedicated, inspiring women from all over the US
and Canada and gave them the resources they need to grow women’s
mountain biking in their regions. And it’s working. In the first 3 months
alone, our ambassadors led over 25 rides, each with an average turnout
of around 50 riders. We are bringing together communities of female
shredders. We are inviting new riders in and creating future mountain
bikers. And we are inspired by the progression and the smiles on faces
that we see after every ride. And we’re just getting started.
GET ON BOARD.
Joy Ride is about getting women out on mountain bikes and growing the
sport we all love—and that helps everyone. Support local ambassadors
in your area or help us select the next round for 2017.
WE CAN’T DO IT ALONE
Bell is a proud supporter/member of
these amazing advocacy organizations:
Choosing wasn’t easy. Bell
received 196 applications from
all over the U.S. and Canada.
5. THE
YEAR IN
REVIEW
120+ 57
100 TOO
MANY
FAR
61 12
BELL HELMETS JOY RIDE 2017 PRESS KIT
BELL HELMETS
GIVEN AWAY
AVERAGE # OF
LADIES PER RIDE
BIGGEST RIDE HOSTED BY MISSY
PETTY DURING THE BELL BUILT/JOY
RIDE EVENT IN KNOXVILLE, TN HIGH-FIVES SHARED TO EVEN COUNT
OLDEST RIDER
BELL JOY RIDE IN MADISON TEAMED UP WITH A SHOP IN MILWAUKEE, WI FOR A
BIKEPACKING ADVENTURE. THE MILWAUKEE GROUPS RODE IN FROM ONE DIRECTION
AND THE MADISON CREW RODE IN FROM ANOTHER. THEY MET UP AND CAMPED OUT
TOGETHER. THEY HAD 13 CAMPERS AND ABOUT 20 WHO JUST RODE PART OF THE WAY.
YOUNGEST RIDER2,415FANS ON FACEBOOK
(AND COUNTING!)
50
8
INDIVIDUAL RIDES
THIS YEAR
IN
DIFFERENT CITIES
Check out these facts and figures from
our first 6 months of Joy Rides!
“ Locally, the ambassadors
plan events and monthly
rides with the intent of
increasing the number
of women biking in each
community. Last Sunday,
Pardee’s event “Ride Like a
Girl — A Celebration of the
Future of Our Sport” took 56
women and girls ages 12
and older mountain biking
on skill-level-appropriate
trails in Catalina State Park.”
— Tuscon.com
6. BELL HELMETS JOY RIDE 2017 PRESS KIT
IN
THE
NEWS
In the weeks and months after the program’s launch,
the Bell Joy Ride program was featured across a
broad array of online and print publications.
DIRT RAG
http://dirtragmag.com/bell-builds-community-
through-the-joy-ride-ambassador-program/
MTBR
http://reviews.mtbr.com/bell-joy-ride-program-
kicks-off-with-ambassador-meetup
BIKE MAG
www.bikemag.com/news/joyriding-through-a-
new-era/
PINKBIKE
http://www.pinkbike.com/news/learning-
how-to-joyride-with-bell-a-new-womens-
program-2016.html
BICYCLE RETAILER
http://www.bicycleretailer.com/north-
america/2016/03/07/joy-ride-ambassadors-
meet-tour-bell-set-launch-mtb-riding-groups#.
V9syGza8_e0
7. BELL HELMETS JOY RIDE 2017 PRESS KIT
ALL
THE
BUZZ
“ I feel like bicycles have given me so much that I really want to help other people experience that.
Two wheels can take you to amazing places and I want to share that with people,” says Jacques,
who has been mountain biking for as long as she can remember.”
— North Shore News
The social media channels buzzed as
well, with several major influencers
posting stories and generating
thousands of page views.
8. STRATUS
ENDEAVOR
SOUL
COAST
TEMPO
Matte Cobalt/Pearl
Matte Cobalt/Pearl
Matte Gunmetal/Silver/TangWhite/Emerald Reflective
White/Emerald Matte Gunmetal/Silver/Tang
White/EmeraldMatte Cobalt/Pearl
White/Emerald
White/Emerald
Matte Cobalt/Pearl
Matte Cobalt/Pearl
Matte Gunmetal/Silver/Tang
Matte Gunmetal/Silver/Tang
ACTIVE LIFESTYLE
ROAD
OPTIONAL
OPTIONAL
OPTIONAL
OPTIONAL
OPTIONAL
OPTIONAL
SUPER 3R SUPER 3
RUSH
Matte Emerald Matte EmeraldMatte Cobalt/Pearl Matte Cobalt/Pearl
Matte EmeraldMatte Cobalt/Pearl/Iceberg Matte Gunmetal/Silver/Tang
MOUNTAIN
BELL
JOY RIDE
COLLECTION
In 2017, the Joy Ride collection continues to evolve with new color options
and refined shapes. Offering a color palette selected through rider input
and research, as well as even more MIPS options for increased protection,
the Joy Ride Women’s Collection is forging full-speed ahead.
BELL HELMETS JOY RIDE 2017 PRESS KIT
9. BELL HELMETS JOY RIDE 2017 PRESS KIT
BE A 2017
BELL JOY RIDE
AMBASSADOR
After a hugely successful initial launch, Bell
will be identifying 5 new ambassadors for
2017 to help us achieve our mission to get
more women riding on the dirt more often.
You don’t have to be an awesome mountain
biker—you just have to be passionate
about women’s mountain biking. BELLHELMETS.COM/JOY-RIDE-PROGRAM
APPLY TODAY:
WE’RE LOOKING FOR WOMEN WHO:
• Love mountain biking and camaraderie with
other women
• Have excellent leadership, event planning and
organizational skills
• Are locally connected with the ability to partner
with local bike retailers and other organizations
• Are active and knowledgeable on social media
(potentially with a good following)
• Are passionate about the Bell brand
WHAT YOU’LL BE EXPECTED TO DO:
• Manage a once-a-month social ride for riders
of all levels
• Represent Bell by wearing a Bell helmet and
kit for all rides
• Maintain rider database and communications
• Update social media regularly with images/
content from rides
• Attend kick-off Joy Ride Camp in Santa Cruz
(paid for by Bell)
• Spread the word about the Joy Ride Program
• Be willing to lead this program for at least
one year with our help and support
WHAT’S IN IT FOR YOU?
• Bell helmet, custom kit, or t-shirts for regular
ride leaders
• Joy Ride E-Z Up tent and table cover
• Regular drawing swag for monthly rides; pro
deals for regular ride leaders
• Start-up “cash” to help fund additional activities
• Guest riders from Bell
• Landing page on Bell Helmets website
explaining the mission with links to your city/
group
• The help, guidance and support of the Bell Team
