I have followed the Absa #SheUntamed initiative since its inception. Initially, I was very skeptical. While Absa’s commitment to the Absa Cape Epic has always seemed solid, I was unsure about Absa’s bold optimism in boosting the women’s participation numbers in just six months. However, after the 2023 Absa Cape Epic, my skepticism has faded. Not completely, but significantly. Here’s why.
By Joanne Badenhorst
I was invited by Absa to get first-hand insight into the 2022/2023 Absa #SheUntamed campaign. This included attending – and riding with (on an eBike) – the #SheUntamed squad at the Absa Cape Epic Training Cape at Karkloof in January 2023 and attending the #SheUntamed Epic Trippers, a three-day guided exclusive experience to sample the Cape Epic’s first three racing days (from the trailside, with some riding).
In September 2022, I also attended the 2023 Absa Cape Epic route launch, where Geoff Lee, Absa Group Chief Executive, Product Solutions Cluster. made a firm commitment from Absa to boost the women’s participation numbers, starting with the 2023 edition, in only six months’ time! I have been in mountain biking since 1991 and know two things for certain: an Absa Cape Entry is flippen expensive and the first major barrier to more women entering the race; and six months isn’t much time to go from no Cape Epic, to lining up at the Prologue with race-completion confidence.
But Absa and its activation agency, Playmakers, promptly tackled the significant task and within a few weeks there was a #SheUntamed squad named that, under the guidance of hand-picked coaches, was already preparing for the FNB Wines2Whales stage race in early November as a Cape Epic 2023 build-up race.
I knew quite a few of the women in the Absa #SheUntamed squad and I followed the whole squad’s progress in each of their challenges to see how they were faring during the build-up period. It became evident that while there was enthusiasm and excitement about racing the Absa Cape Epic, a few were definitely not ready yet. You can’t fast-track Cape Epic preparation. In fact, you can’t fast-track mountain biking strength, stamina and skill. These are essential to complete the Cape Epic and need to be built over time with consistent commitment and lots of suffering. And in that process, you also condition your mind.
But there were quite a few women that weren’t that new to mountain biking and it was great to see them seizing this fresh opportunity and preparing with so much commitment for their big race in March. A 2023 Absa Cape Epic team entry cost R104 900, or R52 450 per rider. Regardless of what you get for that as part of your race entry, for many mountain bikers, that’s a significant amount of money. And the entry fee is a barrier for many women (as it is for men).
Of course, it’s not just the entry fee cost to consider and you can probably at least double, but more likely triple that to cover your preparation costs, travel, clothing, supplements and gear (that’s if you don’t buy a new bike). Then consider the time investment of training an average of 15 hours per week… It’s a really huge commitment all-round.
We collaborated with Playmakers to get the #SheUntamed progress updates to our TREAD readership in these two advertorials:
ABSA SHIFTS SHEUNTAMED INITIATIVE UP A GEAR
SHEUNTAMED TEAMS FINALISED ABSA CAPE EPIC PREPARATION
This article is no collaboration, but my own view of what I witnessed. Thanks to Playmakers, I was able to extend my Absa Cape Epic stay from the Epic Trippers experience to the final stage. This enabled me to chat daily to the #SheUntamed squad of women before and after each stage. I was witness to some incredible human moments that will stay with me forever. I was able to see, hear and feel the utter commitment and disappointment, sometimes simultaneously, from the #SheUntamed squad members. These women are warriors! Every Cape Epic is really tough, but the rain this year made this probably the toughest in the modern era (post 2009).
What really stood out was how much support Absa gave these women. Their entry fees were paid, they were entered into four high-profile build-up races and they were kitted out with good quality Absa-branded Ciovita riding gear. I know that as the title sponsor, Absa gets a certain number of race entries, but it’s still one of the biggest commitments to South African women’s mountain biking made by any corporate.
At the Cape Epic, the #SheUntamed squad members were given full access to the Absa VIP facilities, which really do make a big difference. High quality pre- and-post stage food and beverages, hot showers, massages and a sheltered place to relax and recover. And a bike tech zone and parking area. This may not sound like a lot, but it saves you a good deal of energy and time. And when you’re riding to beat the stage time limit each day, it’s hugely beneficial.
As I mentioned, I was invited to join the #SheUntamed Epic Trippers experience. This was for women that were initially on the 2023 race programme but deemed not yet ready and other women that ride mountain bikes. I’m not sure what the invitation criteria were, but it was an invitation-only experience.
We were accommodated at the glamorous Arabella Estate in hotel rooms and we were thoroughly spoiled. From swag to massages to high quality catering – it was wonderful. But it’s a far cry from what riders experience riding the Cape Epic. We did do two rides on some gentle trails that took us up to the Cape Epic racing action. We got to ride about 10km of the race route on the first day and on the second day we covered a very easy part of the race route. We got to cheer for competitors that passed us and got a glimpse of their experience, which seemed so different from ours as we headed back to our luxury accommodation.
Fortunately, we only had some wind to contend with, but nothing like the gale forces winds that picked up later in the day and messed with the minds and bodies of the Cape Epic competitors.
We were also given access to the Absa VIP hospitality area at the race villages, a privilege not afforded to many and this allowed me to connect with the #SheUntamed women, both in the race and on the Epic Trippers group. This connection cannot be underestimated. Women are by nature highly supportive of each other, especially when there’s suffering involved. While most male competitors suppress their emotions at the Cape Epic, it’s easy to gauge how the women feel when they complete a stage. I gave many, many hugs! It was wonderful to see just how much support the #SheUntamed squad members were given, from within the Absa camp and outside of it.
It became very clear to me that the #SheUntamed bonds are strong. This is wonderful because only with mutual respect and support can growth occur. It just shows what is possible when barriers are removed, opportunities are presented and commitments are made. The biggest take out from my #SheUntamed experience is that women supporting women was a consistent theme and essential to the completion and success of the 2023 Absa Cape Epic #SheUntamed campaign.
The #SheUntamed foundation has been laid. The participation of the Absa #SheUntamed squad of 28 riders in both all-women and mixed teams, helped grow the race’s female participation a significant 55.55% from 2022 to 2023 and achieve new female participant record.
While this is incredibly positive, I find my skepticism stirring, wondering if it’s sustainable. Is the #SheUntamed initiative a short-term project? Will Absa continue to dedicate a large percentage of its Cape Epic teams and budget to women always? What is the long-term goal with women at the Cape Epic? Is it realistic? What mistakes were made that can be improved on going forward – it was, after all, a rather compact, fast-tracked campaign. Will there be expansion beyond just the race itself to reach more female mountain bikers? Can any women apply for the amazing opportunity that the 2023 #SheUntamed women were afforded? Not everyone (male or female) is Cape Epic material, so should there be a qualifying process? So many questions…
I will publish the answers to these and other questions from the key players in the near future. I can say that having seen first-hand the power of the #SheUntamed force both from a pull-through and push-through perspective, I am quietly confident that this is just the start of something special for South African women’s mountain biking.
Joanne Badenhorst started mountain biking in 1991 and is the co-founder of TREAD Media. Recently, she founded and headed up the Cycle Lab Active Women initiative for four years, where she focused on creating safe-riding opportunities for mostly beginner and intermediate women in mountain biking. While she would love to start an Absa Cape Epic, she admits, she isn’t Cape Epic material…
