The motorcycle industry has historically been male-dominated, with leadership roles, competitive racing, and business management traditionally seeing more male participation. However, the landscape has gradually evolved over the years, thanks to the efforts of women who have worked to create spaces for themselves and others. As the industry continues to evolve, figures who have taken on leadership roles and challenged traditional norms are influencing its future, contributing to a broader environment of inclusivity and expanding opportunities for women in motorsports.
Debbie Matthews, one of the early advocates in this movement, has played a significant role in shaping the motorcycle world. Her impact spans various aspects of the industry, where she was among the first female parts managers and general managers. She also founded organizations designed to support women in racing and revolutionize the business side of motorsports. By increasing female participation in the motorcycle business, Matthews helped establish opportunities that could encourage women to thrive in leadership positions within the industry.
A Pioneer in Motorcycle Business Leadership
Matthews’ journey in the motorcycle industry began when it was uncommon for women to hold managerial positions. In her early career as a parts manager and later as a General Manager, she found herself competing directly with men in an intensely competitive industry. These experiences required Matthews to develop both a strong understanding of the technicalities of motorcycles and a keen insight into the business side of the industry—skills she honed through years of hands-on work and strategic leadership.
Her path to becoming a business leader wasn’t a sudden leap from being an athlete but rather a natural extension of her passion. Growing up, Matthews participated in professional motocross racing, where she became acutely aware of the challenges women faced, both in terms of competition and access to resources such as sponsorships and professional support. This awareness motivated her to create opportunities for more women to be involved in the industry.
Founding POWR
One of Matthews’ most notable contributions to motorsports was founding the Professional Organization of Women’s Racing (POWR). Matthews recognized that female racers often faced financial and structural challenges in the sport, so she started POWR to create prize funds and resources specifically for women competitors. This initiative aimed to level the playing field, providing women with access to the same type of financial backing that men typically received more easily.
Under Matthews’ leadership, POWR helped introduce substantial prize purses for women’s racing events, marking a pivotal moment in the industry. Before organizations like POWR, female motocross racers had to survive on limited funding. Matthews played a significant role in fostering a cultural shift toward recognizing and supporting women’s professional racing by drawing attention to this financial gap and collaborating with industry stakeholders to address it.
Elevating Women in Motorsports Leadership
In addition to providing financial support for racers, Matthews has been instrumental in promoting women into leadership positions within the industry. Whether in business management, event coordination, or mentorship roles, her work has consistently focused on ensuring that women have a voice in shaping the future of motorsports. Through her advocacy for greater female representation in decision-making positions, Matthews has influenced policies and practices that have benefited future generations of women in the sport.
Her influence extends to networking and mentorship, where Matthews has worked to connect aspiring female riders and professionals with experienced mentors through various initiatives. These programs have been essential in helping women overcome challenges in the early stages of their careers, fostering a sense of community and providing valuable guidance for personal and professional growth.
The Impact on Women’s Inclusion in Motorsports
The impact of Matthews’ work can be seen in the increasing presence of women in key roles across the motorcycle industry. From racers to business leaders, the industry has become more inclusive thanks to the structural changes initiated by Matthews and other advocates of gender equality in motorsports. Today, female participation in motocross and motorcycle business management continues to rise, reflecting ongoing efforts to dismantle barriers that once appeared difficult to overcome.
Matthews exemplifies how perseverance and leadership can drive meaningful change in industries that have traditionally been dominated by men. While there is still progress to be made, her work serves as an inspiration to a new generation of women who now see a future for themselves in motorsports, whether on the track or in the boardroom.
The conversation surrounding inclusivity and diversity in motorsports is expected to continue evolving as the industry advances. Thanks to the groundwork laid by earlier pioneers like Debbie Matthews, women today may find it somewhat easier to become involved in the industry.
