Women on motorcycles

We at LEKS Motor Oslo are marking International Women's Day on March 8th with the launch of this year's main campaign: Women on Motorcycles. With this campaign, we want to inspire more women to explore motorcycling, break down barriers, and contribute to a more inclusive motorcycle community.

On this occasion, we honor two key women who are working actively to promote motorcycle interest in Norway: Olea Kvalsvik of NMCU and Eli Johanne Stene of WIMA.

Great growth potential for women on motorcycles

Today, about 20 percent of motorcyclists are women, while men make up the rest. This means there is significant growth potential for increased interest and recruitment among women.

• We believe that much of the growth in the motorcycle industry moving forward will come from female riders. That is why we are launching Women on Motorcycles on International Women's Day itself, says Erlend Lønnum (24), General Manager here at LEKS Motor Oslo.

We were established in April 2024 and sell brands such as KTM, Triumph, VOGE, Can-Am motorcycles and ATV/UTVs, as well as Sea-Doo jet skis. In 2025, we had a turnover of 25 million NOK, and we are aiming for a doubling in 2026.

Two women at the forefront of the motorcycle industry

Olea Kvalsvik – NMCU and FEMA

Olea Kvalsvik from Ålesund is the chair of the central board of NMCU (Norwegian Motorcycle Union) and was recently elected president of FEMA (Federation of European Motorcyclists' Associations), an organization representing 40 million motorcyclists in Europe.

• Olea Kvalsvik is a role model in the motorcycle community, both nationally and internationally, says Lønnum.

Olea herself emphasizes the importance of recruiting more women to motorcycling:

• We are working actively to lower the threshold for women of all ages so that more can experience the freedom and joy of riding a motorcycle, she says.

Eli Johanne Stene – WIMA

Eli Johanne Stene established WIMA (Women’s International Motorcycle Association) Norway in 2019. The organization serves as a network for female motorcyclists and offers both community and training.

• WIMA is doing a fantastic job of increasing interest in motorcycles among women in Norway, says Helene Kjærnli, initiator and spokesperson for the Women on Motorcycles campaign.

In 2024, WIMA organized over 120 events in Norway, including "Pink Ribbon Rides", which raise awareness about breast cancer, as well as courses to increase road safety.

What does the "Women on Motorcycles" campaign entail?

Women on Motorcycles is more than just a celebration – it is a year-round initiative. The campaign will include, among other things:

• Test riding days specifically tailored for women.

• Mentoring programs with experienced motorcycle riders.

• Mechanical workshops for women.

• Themed evenings focusing on safety, technique, and the joy of riding.

• We see that many women want to start motorcycling, but lack the knowledge or network to take the step. With Women on Motorcycles, we want to lower the threshold and help increase recruitment, says Lønnum.

We invite everyone to motorcycle dealers on International Women's Day

We encourage women to stop by their local motorcycle dealer on International Women's Day. For those living in the Oslo area, we welcome you to our showroom at Rud in Bærum.

We now have nearly 1,600 followers on Facebook and invite everyone interested to follow along for upcoming events and news.

Major focus on motorcycle events in 2025

We are also launching several large motorcycle meets in 2025:

• The Adventure Meet 2025 / Hubriding.no Meet at the end of May.

• The Spring Kick-off in Oslo on May 1st, from Tyrigrava to Sundvolden Hotel – last year this gathered 3,000 participants.

• The Distinguished Gentleman's Ride (DGR) on May 18th, a charity event for men's health where motorcyclists dress in classic style.

With the Women on Motorcycles campaign and a series of exciting motorcycle events, 2025 is the year when more women than ever will discover motorcycling. We look forward to seeing more women on two wheels this season!