Women on motorcycles

We at LEKS Motor Oslo are marking 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 environment.

On this occasion, we pay tribute to two key women who are actively working to promote the interest in MC in Norway: Olea Kvalsvik in NMCU and Eli Johanne Stene in WIMA .

Great growth potential for women on MC

Today, around 20 percent of motorcyclists are women, with the rest being men. This means there is great growth potential for increased interest and recruitment among women.

• We believe that much of the growth in the motorcycle industry in the future will come from female riders. That's why we're launching Women on Motorcycles on International Women's Day itself, says Erlend Lønnum (24), general manager 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 watercraft. In 2025, we had a turnover of NOK 25 million, and we are aiming to double this in 2026.

Two women at the forefront of the motorcycle industry

Olea Kvalsvik – NMCU and FEMA

Olea Kvalsvik from Ålesund is the head of the central board of NMCU (Norwegian Motorcycle Union) and recently elected president of FEMA (Federation of European Motorcyclists' Association) , an organization that represents 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 actively working to lower the threshold for women of all ages, so that more people 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 MC among women in Norway, says Helene Kjærnli , initiator and spokesperson for the Women on MC 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 MC" campaign entail?

Women on MC is more than just a celebration – it is a year-round effort. The campaign will include:

• Test drive days specially designed for women.

• Mentor programs with experienced motorcycle riders.

• Mecca course for women .

• Theme evenings with a focus on safety, technology and driving pleasure.

• We see that many women want to get into motorcycling, but that they 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 MC dealers on Women's Day

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

We now have almost 1,600 followers on Facebook and invite all interested parties to follow us for upcoming events and news.

Major investment in motorcycle events in 2025

We are also launching several major motorcycle events in 2025:

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

• The spring run in Oslo on May 1st, from Tyrigrava to Sundvolden Hotel – last year this brought together 3,000 participants.

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

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