Longboard Girls Crew started in Madrid in 2010. At that time, the main idea was to get more girls into the sport. We did it through the tools we had at that time and new stuff that was coming up.
We started shooting videos that inspired women to start skating, showing them that we could do it, how accessible it was and how much fun we had and so should they. We promoted all the girls we knew through the Facebook fan page and asked them to send their photos and videos, even though most of them (and us) were beginners or had nothing close to a PRO level. We also did gatherings, Girls Meets and events (contests, freerides) to promote women in the scene. We named the active girls in different countries LGC ambassadors so that they kept spreading the stoke, supporting and inspiring newcomers all around the world. We put female longoarding out there, got some international and media attention and thanks to all this work combined we started not only to gain recognition for women but most importantly, we got thousand of women into the sport around the world. Crazy, right?
Almost five years later Longboard Girls Crew has grown up to be the biggest longboard community in the world and one of the biggest in the Action Sports industry, acknowledged in more than 180 countries with official crews and ambassadors in more than 70. We have a very strong presence in every social media channel and our videos have more than 14 Million views around the world.
But those are the numbers. What do we really work for now?
LGC works relentlessly to support and promote women in the Action Sports scene and therefor not only reinforce our role in the Industry but in society in general.
Women have been underexposed since the early years of mostly every action sport and now the image the industry portrays of women is undoubtedly not the most accurate. There are many reasons and examples but we’ll only mention a few:
– The obsession of the Industry on sexualizing women who are into Action Sports
– Products and marketing still addressed to men or using the same product turning it pink and putting a flower on it
– The image portrayed to the world of women in action sports, using models for their ads instead of athletes and when they use athletes it’s the models look-alike with very few clothes on
– The message they send that’s still more important the looks than the sweat or passion for the sport… they are still selling lifestyle or body-image instead of selling, supporting and promoting WOMEN WHO SHRED.
This is linked to a deeper root in our society, where small girls wear pink dresses, are fragile and shouldn’t get dirty while the boys can’t be weak, feel or express emotions. I believe that by breaking certain stereotypes we’re helping build a stronger, healthier society for all humankind.
In LGC we believe in doing things differently, focusing more on the heart and helping others and we know we’re not alone. We know there are many, many people who believe in this as much as we do and are working towards change.
We’ll keep working relentlessly supporting every girl we know who shreds, is learning or is just curious through our web & social media channels; giving conferences and lectures about the role of women in Action Sports; developing big audiovisual projects produced by and featuring women with high technical & performance level, reinforcing our role in the scene and now also providing products addressed specifically to women focusing on our physical needs and on the fun, the sweat & the passion for the sport rather than on the looks.
Back when we started LGC, there were not many women skating, let along racing and competing. Today, not only there are many girls doing it but the level has raised extraordinarily and it keeps on going. If you have 200 girls worldwide into longboarding, probably and by statistics only one or two will have the raw skill or patience to achieve a PRO level. If you have 20.000 that number will grow considerably. That’s another reason why we need to keep working. Getting more girls into the sport means not only more girls having fun, but more girls that will reach media exposure and become role models to other women, showing that we can do anything we like to, no gender-labeled.
These apply to every sport and we work and promote supporting all the female movements out there doing the same thing, so let’s keep doing this together!
Much love and keep shredding!