Martha Hucker brings you news about women riders, written by women riders, for women riders. And since Freeride Foundation is clothes for women riders, sold by women riders, we naturally think they’re pretty awesome!

Freeride Foundation is run by two US pro downhillers, Jackie Baker and Allie Burch. Frustrated by the how hard it is to find women’s riding gear, they did what loads of us have been wishing for for years, and started a mountain bike clothing online shop just for women.

Martha Hucker caught up with Jackie Baker by email to find out more about the cool chicks behind Freeride Foundation.

Jackie Baker wearing Sombrio.
Photo: Freeride Foundation, www.freeridefoundation.com

How did you get started with Freeride Foundation?

JB:I have a professional background in online retail sales and marketing, and I’ve worked for several companies that sell outdoor sporting goods. However, I could never find cute kits to wear on my downhill bike. No one carried the colors I wanted, offered women’s specific sizing, or had any variety of women’s clothing or brands. So, I took matters into my own hands and decided to try to build my own online store and community for female gravity riders.

Freeride Foundation launched at the beginning of March 2008. We’re still pretty young, and we’re really excited for 2009. Our goal is to give girls the ability to pick out their entire gravity outfit from helmet to shoes. We currently carry Loeka, Sombrio, Twin Six, Kona, Harlot, Poison Oak Productions, and Fox clothing and gear. By July, you’ll see about 13 brands on the site. Most of our products are jerseys and shorts right now, but we are bringing in body armor, helmets, shoes, outerwear, gift items, and lifestyle accessories over the next few months.

I recruited my friend and fellow pro downhill racer Allie Burch to help me set the site up. She’s the brains behind the technology on Freeride Foundation. I can write product descriptions all day long, but she knows how to hunt down scripts and codes that actually allow you to view and purchase products. The site wouldn’t exist without Allie.

Allie Burch - Freeride Foundation.
Photo: Freeride Foundation, www.freeridefoundation.com

Right now, we are only able to ship our products to the US and Canada. However, we are in the process of adding international shipping options to our shopping cart. That’s Allie’s latest project. I’ll alert Martha Hucker a soon as we’re able to ship internationally!

Sweet! Looking forward to that. Can you tell us more about what riding you do?

JB:I started riding bikes when I was a Freshman in college. I raced cross-country bikes on the USA Cycling collegiate circuit until I graduated. I quit racing for a while, because although I loved riding, racing cross country wasn’t really my thing. Eventually, I bought a 6-inch travel bike. I raced a Super D and was hooked on racing again. I’ve raced downhill for four years now, and I’ve raced as a pro for the last two years.

Allie bought her first mountain bike nine years ago and also started out racing cross country. “I remember dragging up a hill,” she says, “then looking up to see people riding a chairlift up with their bikes. I thought, ‘This is crazy! They have the right idea!’” Allie has raced as a pro for the past six years, and she’s most at home riding technical steeps and rock gardens.

Allie Burch - US Nationals 2007.
Photo: Freeride Foundation, www.freeridefoundation.com

There seem to be more and more products for women riders these days. Are big brands actually starting to take notice and cater to women riders?

JB:I’ve seen a lot of changes in women’s cycling over the past 11 years. When I first started riding, Missy Giove was ruling the gravity scene and fashion was the least of downhill racers’ worries. Now that more ski resorts are offering lift-served downhill access during the summer, Whistler has become one the most popular riding destinations in the world, and major bike manufacturers are building women’s-specific freeride frames, it’s safe to say that the downhill scene is strong and growing.

I think that the downhill and freeride disciplines are natural directions for women riders to pursue. Not only is gravity riding just ridiculously fun, but it’s also really social. Instead of suffering in a paceline, or sitting behind your friend, unable to breathe as you climb for three hours on singletrack, you get to hang out on the lift or in the shuttle and inspire each other to try new stunts or work on skills as you ride. I’m not saying that there’s not a place for hurting yourself on cross-country rides, but there’s something special about the time you get to spend with your posse while riding big bikes.

Jackie Baker wearing Harlot.
Photo: Freeride Foundation, www.freeridefoundation.com

Female riders aren’t just kitting up to race. They’re wearing shorts and jerseys from 9:00am-5:00pm at the resorts, and going out to lunch in town wearing those same clothes. Technical fabrics, fun colors, and proper sizing allow girls to ride happily and comfortably all summer long. At this year’s Interbike tradeshow, I was impressed to see a wide variety of women’s styles and colors from multiple clothing brands. Although most brands aren’t offering women’s lines that are as large or deep as the men’s lines, the gap between the two is definitely shrinking.

I am confident that as we sell more products on Freeride Foundation, and as more women demand properly-fitting body armor, shoes, and helmets, we’ll see a shift in the industry to give girls what we want. So far, things are moving in a positive direction, and I expect the momentum to grow.

Are there any particular products you think are particularly well designed for women riders? Which brands are really going the extra mile, in your opinion, beyond just changing the colours?

JB:Actually, most of the current and 2009 offerings are all cut, sized, and designed specifically for women. I’ve noticed that there are still sizing issues when it comes to shorts. Everyone has moved from too tight to way too loose. That’s one of the reasons I created the “What Would JayBay Wear?” sizing feature.

I love that feature. Takes the guesswork out of buying online, since brands can be so inconsistent in their sizing.

What Would Jay Bay Wear?.
Photo: Freeride Foundation, www.freeridefoundation.com

JB: Loeka is the only brand out there that makes only women’s clothing, and makes it only for gravity riders. They’re really fun to work with because they react quickly to feedback from riders and customers. They’ve made some major improvements to their shorts for 2009, including new lining materials, more venting options, and of course, sweet colorways.

I’m also really impressed with Fox’s 2009 offerings. I had assumed that I would need to order a lot of product from their Moto line because in the past, their MTB line hasn’t been too great for gravity girls. However, their new line is really sharp, and should appeal to both gravity and cross-country riders.

Sombrio is probably the most fashion-forward of the brands, with shapes and colors inspired a bit more by the runway. Their materials are awesome. They are more willing to play with details like pull-down pass holders, waterproof zippers, and unique fabrics. I absolutely love the Sombrio Lotus shorts. They’re super comfy, tough, and easy to wear on the bike and off.

What’s Freeride Foundation HQ like? Do you work out of a garage full of boxes and clothing? Is it purely online, or do you plan a little boutique shop sometime in the future?

This question is kind of embarrassing. Freeride Foundation is 100% contained in my room, and we sell 100% online—unless you happen to catch me at an event. I know, it’s really professional. The cool thing is that as soon as an order is placed, I package it, and ride my bike down to the Post Office with it. Since we only have shorts, jerseys, and small accessories in stock right now, the inventory isn’t too difficult to manage. However, when we bring in helmets and shoes, I’ll need to reassess the situation.

I’d love to set up a real shop someday. We’re still less than a year old, so I doubt it’ll happen too soon. If sales really pick up and our popularity grows, we’ll need some actual retail and shipping space. Since I’m based in Park City, Utah now, I think we could create a pretty rad little shop. However we’ll always focus on our online retail because I know how hard it is for ladies around the world to find the products we carry.

That’s wicked, cheers for your time, and all the best with your business. Let us know when you have international shipping sorted!

So if your in the US or Canada, your lucky to be in the area Freeride Foundation ship to, and you can order stuff now. They have regular specials on different items and brands, so it’s worth keeping an eye on. By shopping there you’re directly supporting other women who ride, as well as showing the brands who make this stuff for women riders that we are a viable market worth producing gear for. Next time you need new riding kit, you know where to click!

UPDATE: Freerdie Foundation now have shipping to 68 countries, and a discount for Martha Hucker Readers. 

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Published on 06/11/2008 by Martha Hucker.