Helping to make sportswomen feel sexy
5:30am Wednesday 11th December 2013 in News
WOMEN can feel ‘sexy’ again on the run, in the pool or on the bike according to Kelli Salone, who has opened the UK’s only female-focused shop aimed at these sports.
Dame Cycling in Queens Road, Hannington, near Highworth, was set up by Kelli when she began trading with a range of female gear for runners, swimmers and triathletes.
Kelli, a keen cyclist herself, had worked with bicycle parts distributor Ison Distribution and sport nutritionists Science in Sport in the past, when she noticed how few retailers catered for women in these sports.
The 43-year-old left her position with SiS in June and set out to provide clothing and equipment which women can feel confident in.
She said: “I used to dress like a bloke when I rode my bike. There was nothing for women to look sexy on a bike. I was amazed, whilst working with SiS earlier this year, to see there was still nothing for women on the market. There has never been anything dedicated to women.”
Based out of a farmhouse unit near The Donkey House in Queens Road, the shop started out as somewhere customers could view products before buying online, though it has progressed to a recognised shopping environment now.
The shop already has a substantial online community, running through its website, damecycling.co.uk, with 350 members sharing ideas, tips and experiences as sportswomen.
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