You’re responsible for creating the very first female-only motorcycle apparel store in the nation; what led you to this historical feat? 

AK: Where to begin… after purchasing my first motorcycle (Kawi EX250) and attempting to find gear   for myself I was a little disappointed by the lack of selection. Then it slipped my mind for a while I just enjoyed riding. I was working for Kinko’s and going to college. I wanted to be closer to the motorcycle scene so I took a job at Cycle Gear. As I got closer to graduation I re-evaluated what I wanted to do with my life. Originally, I planned to work in government or pursue a career in International Relations.  However, motorcycling stole my heart. I picked up a Kawasaki Ninja ZX7R and I started drag racing. Next I joined Plush Racing (pictured below), an all female race team. 

All the while I am plugging along at Cycle Gear. The longer I am there the more I see women looking for gear. We had one rack at the store for women. And as we know women vary in shape and size much more than men. I started telling my supervisors we should carry more women’s gear. When asked by the reps what do you think we should do in this store, I replied more women’s gear. Every time I made that suggestion I was laughed at, to say the least.   

In the meanwhile I started looking for a career in the motorcycle industry since I was nearing graduation. I would get through multiple interviews and never get the job. I was either overqualified or I did not have enough experience.  Frustrated I started thinking… there are not too many places to go for women in this sport. We not only make up 15% of the riders but many are passengers. Either way we need gear and we are being ignored on every level. Except manufacturers are making gear but very few of the dealerships and retail stores are stocking the women’s gear. 

So I was toying with the idea of opening an all women’s store but I was trying real hard to either advance at Cycle Gear or start a career with another motorcycle company. Neither of these options was panning out. So I took a trip to see my best friend in Oregon. On the plane I wrote up a very simple business plan for Go Moto. How did I come up with the name? Girls Only Moto = Go Moto. Genius! Just kidding, seriously though after my trip and the encouragement I received from my best friend I started doing some heavy research.             I graduated with a 55-page business plan. But I still had two more promising interviews. If Kawasaki or Scorpion hired me that is where I would be -- thankfully they did not hire me and now I own the nation’s only shop dedicated to women riders.  Owning my own shop is the most rewarding/challenging task I have undertaken. It can be stressful at times but the rewards and connections I make with women riders are priceless.

What has the reaction been from the people in the motorcycle industry?

AK: Most women in the industry are very supportive and excited about my shop.  At first I received mixed reviews from men. I still here the occasional, “why is there no men’s gear,” “this shop is sexist,” and “how do I plan to survive just selling to women.” My response to these sort of statements… “Do you walk into Victoria’s Secret and say they are sexist?”  On the other hand a lot of women and men have said, “I wish I thought of that.” That always makes me smile.   

As time goes on I see industry folks and they always ask how my shop is doing. I think for the first couple years I will be watched closely by fans and critics. A lot of local shops and bigger name shops send people in here to check up on me, I hear the same questions “how you doing?” “Are you going to make it?”   

 

Considering the steady growth of female riders, do you have strong support from the manufacturers or has it been a challenge? 

AK: I would like to think I provide a stage for women manufacturers.  I always try to support them first. I carry many women designed street and off road products in my store. The big manufacturers like Joe Rocket, Alpinestars, etc. Are just that, big, I doubt I am on there radar, although, the reps have been very nice and supportive.

The strongest support has come from the women. This makes me feel good because they are the ones I put first, too.  Sarah Schilke from G-Line has been very supportive, encouraging and inspirational. She works very hard to get G-Line off the ground and I look forward to working with her more in the near future.  I also want to thank Vickie Speed (Girlyz), Shasta Johnson (Sick Racing/Girlyz, Lisa Hunter (WPS), Teri Lynn (Siren Custom Cycles), Gina Downey (Moto, Candy), Michelle Enriquez (Damzl), Catherine Cox (Lady Rider) and Lorett Kinnicutt (Women’s Motorcycle Expo) is awesome, she too has successfully accomplished a first with the Women’s Motorcycle Expo. All these women and more are making the motorcycle industry female friendly and ultimately very fun. 

 

What will a customer experience when she walks through Go Moto’s doors?

AK: I think the best way to answer this question is to tell you about some of the reactions I get.  A lot of women get really excited. As soon as they see all the options available to them they rejoice. I carry a lot of brands and one of the most prominent colors in Go Moto is pink. Whether you love or hate the color, women and girls automatically feel welcome. I have two big dressing rooms with custom-made pink/black benches. The excitement expressed by women is so much fun. Ask any of my reps that have been in the store at the same time as a female customer. My reps cannot believe how happy women are when they try on a motorcycle jacket that fits. Men do not get as giddy as women. Go Moto is a fun place to be and always filled with positive energy. I have these stickers in my shop made by Jessica Maine (Road Rash Chic) and they crack women up. My favorite says, “I may need a man for some things but riding a motorcycle isn’t one.” Go Moto is a unique shop not just because it is for women, but I truly believe in representing other women that are trying to break into the industry.   

At Go Moto a women will find name brand gear and gear made by women for women. Women will also see a great tribute to the ladies of Plush Racing. Here women can get info about this outstanding women’s racing club.  Plush Racing mentors women interested in various forms of racing like; Drag Racing, Road Racing, Motocross and flat track racing. Providing a supportive platform for women to ride and race is the goal of Go Moto. Go Moto is not just an apparel shop for women it is a resource where women can find info on local clubs, events, races, local motorcycle safety classes and more.   

Improving the bonds between women can only improve the economic status of women, when we stick together it is a powerful force. 

 

What does the future hold for GoMoto and females’ moto apparel?

AK: The future looks promising. Many of my customers have asked me to open more stores. This is the greatest compliment to Go Moto and me. I would love to open more stores in key cities around the U.S. For now I sell online in addition to having the store in Sacramento, CA.

  

What advice can you give to women entrepreneurs who want to start their own business in this male-dominated industry? 

AK: I am still learning everyday but I think the thing that helps me the most is planning for the future while dealing with today. To start, do a lot of research and invest the time to create a business plan.

A business plan is not just for the bank it is a road map for you to follow. Of course things constantly change but the core reasons stay the same. No matter what happens I know I am here for women first. I do everything in my power to help women find the gear they need. Supporting women in all aspects of motorcycling from the customer to women manufacturers is the goal. Make a solid plan and revisit the plan from time to time. Loving what you do is the key ingredient and it is contagious. Other people will catch your enthusiasm.