Helping to make sportswomen feel sexy

Swindon Advertiser: Kelly Salone, the owner of Dame Cycling, a new cycling, running and triathlon retailer Kelly Salone, the owner of Dame Cycling, a new cycling, running and triathlon retailer

WOMEN can feel ‘sexy’ again on the run, in the pool or on the bike according to Kelli Salone, who has opened the UK’s only female-focused shop aimed at these sports.

Dame Cycling in Queens Road, Hannington, near Highworth, was set up by Kelli when she began trading with a range of female gear for runners, swimmers and triathletes.

Kelli, a keen cyclist herself, had worked with bicycle parts distributor Ison Distribution and sport nutritionists Science in Sport in the past, when she noticed how few retailers catered for women in these sports.

The 43-year-old left her position with SiS in June and set out to provide clothing and equipment which women can feel confident in.

She said: “I used to dress like a bloke when I rode my bike. There was nothing for women to look sexy on a bike. I was amazed, whilst working with SiS earlier this year, to see there was still nothing for women on the market. There has never been anything dedicated to women.”

Based out of a farmhouse unit near The Donkey House in Queens Road, the shop started out as somewhere customers could view products before buying online, though it has progressed to a recognised shopping environment now.

The shop already has a substantial online community, running through its website, damecycling.co.uk, with 350 members sharing ideas, tips and experiences as sportswomen.

Comments (15)

Please log in to enable comment sorting

6:53am Wed 11 Dec 13

Chowmai says...

Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising.
There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising.
And are we really so base as to feel that we have to look 'sexy' in every situation?
Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising. There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising. And are we really so base as to feel that we have to look 'sexy' in every situation? Chowmai

8:26am Wed 11 Dec 13

Wildwestener says...

Chowmai wrote:
Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising.
There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising.
And are we really so base as to feel that we have to look 'sexy' in every situation?
The quote referred to I guess was:

She said: “I used to dress like a bloke when I rode my bike. There was nothing for women to look sexy on a bike. I was amazed, whilst working with SiS earlier this year, to see there was still nothing for women on the market. There has never been anything dedicated to women.”

Good luck to her and her business but I'm not sure what being sexy has to do with sport and women certainly shouldn't feel under any pressure to do so.
[quote][p][bold]Chowmai[/bold] wrote: Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising. There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising. And are we really so base as to feel that we have to look 'sexy' in every situation?[/p][/quote]The quote referred to I guess was: She said: “I used to dress like a bloke when I rode my bike. There was nothing for women to look sexy on a bike. I was amazed, whilst working with SiS earlier this year, to see there was still nothing for women on the market. There has never been anything dedicated to women.” Good luck to her and her business but I'm not sure what being sexy has to do with sport and women certainly shouldn't feel under any pressure to do so. Wildwestener

10:13am Wed 11 Dec 13

Al Smith says...

There's a phrase/question I've seen used more than a few times "are women our own worst enemies?".

It's brilliant that she has gone out and set-up her own business catering for the needs of female cyclists, but there's no need at all to bring looking sexy into it the equation. Women/girls are under enough pressure from the media to look glamorous/sexy all the time without something like this pretty much saying women need to look sexy whilst doing sport as well.
There's a phrase/question I've seen used more than a few times "are women our own worst enemies?". It's brilliant that she has gone out and set-up her own business catering for the needs of female cyclists, but there's no need at all to bring looking sexy into it the equation. Women/girls are under enough pressure from the media to look glamorous/sexy all the time without something like this pretty much saying women need to look sexy whilst doing sport as well. Al Smith

10:20am Wed 11 Dec 13

Ringer says...

Chowmai wrote:
Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising.
There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising.
And are we really so base as to feel that we have to look 'sexy' in every situation?
Please tell me you're not really that over-sensitive.

If a woman wants to look her best while exercising, who are you to imply that it's due to some kind of evil patriarchal subjugation bolstered by the nasty media?

It is not some kind of betrayal of feminism when a person decides they'd rather not look their worst on any given occasion.
[quote][p][bold]Chowmai[/bold] wrote: Please tell me this is adver misquoting and this women did not really say hat women can now look sexy whilst exercising. There is enough pressure on women to conform to media stereotypes as it is without feeling they have to 'look sexy' whilst exercising. And are we really so base as to feel that we have to look 'sexy' in every situation?[/p][/quote]Please tell me you're not really that over-sensitive. If a woman wants to look her best while exercising, who are you to imply that it's due to some kind of evil patriarchal subjugation bolstered by the nasty media? It is not some kind of betrayal of feminism when a person decides they'd rather not look their worst on any given occasion. Ringer

11:13am Wed 11 Dec 13

nobody says...

Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important.
Being fit and healthy is sexy.
Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important. Being fit and healthy is sexy. nobody

11:39am Wed 11 Dec 13

Ringer says...

nobody wrote:
Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important.
Being fit and healthy is sexy.
That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all.

Especially when they make absolutely no effort to make the best of themselves.
[quote][p][bold]nobody[/bold] wrote: Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important. Being fit and healthy is sexy.[/p][/quote]That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all. Especially when they make absolutely no effort to make the best of themselves. Ringer

1:31pm Wed 11 Dec 13

reality_check says...

To be fair to her she does look kind of blokey.
To be fair to her she does look kind of blokey. reality_check

1:39pm Wed 11 Dec 13

nobody says...

Ringer wrote:
nobody wrote:
Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important.
Being fit and healthy is sexy.
That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all.

Especially when they make absolutely no effort to make the best of themselves.
Yes, lots of "sexy" ladies walking around the town centre during the day, especially the ones with a fag hanging from their mouths.
[quote][p][bold]Ringer[/bold] wrote: [quote][p][bold]nobody[/bold] wrote: Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important. Being fit and healthy is sexy.[/p][/quote]That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all. Especially when they make absolutely no effort to make the best of themselves.[/p][/quote]Yes, lots of "sexy" ladies walking around the town centre during the day, especially the ones with a fag hanging from their mouths. nobody

1:41pm Wed 11 Dec 13

house on the hill says...

Ringer wrote:
nobody wrote:
Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important.
Being fit and healthy is sexy.
That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all.

Especially when they make absolutely no effort to make the best of themselves.
And of course you never discriminate against anyone!!!!

Agree with others on here that its a sad society when "looking sexy" is important. Too many base their relationships on looks and other shallow measures rather than who the person actually is underneath and then wonders why it all breaks down so often.

Being sexy comes from inside anyway not outside. Have met some very looking looking women over the years who were as boring as hell (right up their own backsides! Making the best of who you are rather than trying to conform to some arbitrary survey or stereotype is far better in the long term anyway. Not that many care about that sadly so nothing will change.
[quote][p][bold]Ringer[/bold] wrote: [quote][p][bold]nobody[/bold] wrote: Unbelievable this day and age that someone thinks looking sexy when cycling/exercising is important. Being fit and healthy is sexy.[/p][/quote]That's a bit discriminatory and prejudiced towards overweight and unhealthy people. They're sexy too. In fact, everyone's sexy, even the people who really aren't sexy at all. Especially when they make absolutely no effort to make the best of themselves.[/p][/quote]And of course you never discriminate against anyone!!!! Agree with others on here that its a sad society when "looking sexy" is important. Too many base their relationships on looks and other shallow measures rather than who the person actually is underneath and then wonders why it all breaks down so often. Being sexy comes from inside anyway not outside. Have met some very looking looking women over the years who were as boring as hell (right up their own backsides! Making the best of who you are rather than trying to conform to some arbitrary survey or stereotype is far better in the long term anyway. Not that many care about that sadly so nothing will change. house on the hill

3:47pm Wed 11 Dec 13

Ringer says...


Being sexy comes from inside anyway not outside.


That's what all unattractive people say.
[quote] Being sexy comes from inside anyway not outside. [/quote] That's what all unattractive people say. Ringer

9:32am Thu 12 Dec 13

Bert of Bassett says...

Ringer wrote:

Being sexy comes from inside anyway not outside.


That's what all unattractive people say.
So what's your excuse?
[quote][p][bold]Ringer[/bold] wrote: [quote] Being sexy comes from inside anyway not outside. [/quote] That's what all unattractive people say.[/p][/quote]So what's your excuse? Bert of Bassett

9:34am Thu 12 Dec 13

Ringer says...

Bert of Bassett wrote:
Ringer wrote:

Being sexy comes from inside anyway not outside.


That's what all unattractive people say.
So what's your excuse?
Excuse for what?
[quote][p][bold]Bert of Bassett[/bold] wrote: [quote][p][bold]Ringer[/bold] wrote: [quote] Being sexy comes from inside anyway not outside. [/quote] That's what all unattractive people say.[/p][/quote]So what's your excuse?[/p][/quote]Excuse for what? Ringer

9:57am Thu 12 Dec 13

The Artist formally known as Grumpy Old Man says...

What's wrong with feeling sexy?
What's wrong with feeling sexy? The Artist formally known as Grumpy Old Man

4:51pm Fri 13 Dec 13

kelli salone says...

hi... blokey Kelli Salone hear.....
don't forget that when you do a 15 minuet interview only parts of what you actually said are used.... bit like tomorrow mid day when a news piece is going out on BBC wiltshire radio... we spoke for around 15 mins and this will be cut and edited into 3 mins... so you never no how its going to turn out.... The point i was making in my interview was..... that 10/15 years ago there really was little clothing for women to ware on the bike... and i only had blokes clothing to wear.... all these years on, there is more clothing for women to wear but shops don't tend to stock it.... so because of this i have taken a massive risk mortgaged my house to open a female focused shop that gives women cyclists, runners and triatholetes the chance to have choice and wear stuff that fits and looks feminine. it dosnt matter if your 15 stone or 8 stone women want something that fits and that flatters there physique not a bin bag...
dont forget things can get taken out of context, try and focus on the positives about the story and the shop, its fantastic for women that its in swindon..... and im going to go away and try not to look so blokey.... ive never really been one for make up and hair do's ... il try to do better about the way i look next time...;-)
hi... blokey Kelli Salone hear..... don't forget that when you do a 15 minuet interview only parts of what you actually said are used.... bit like tomorrow mid day when a news piece is going out on BBC wiltshire radio... we spoke for around 15 mins and this will be cut and edited into 3 mins... so you never no how its going to turn out.... The point i was making in my interview was..... that 10/15 years ago there really was little clothing for women to ware on the bike... and i only had blokes clothing to wear.... all these years on, there is more clothing for women to wear but shops don't tend to stock it.... so because of this i have taken a massive risk mortgaged my house to open a female focused shop that gives women cyclists, runners and triatholetes the chance to have choice and wear stuff that fits and looks feminine. it dosnt matter if your 15 stone or 8 stone women want something that fits and that flatters there physique not a bin bag... dont forget things can get taken out of context, try and focus on the positives about the story and the shop, its fantastic for women that its in swindon..... and im going to go away and try not to look so blokey.... ive never really been one for make up and hair do's ... il try to do better about the way i look next time...;-) kelli salone

3:52pm Sat 14 Dec 13

twasadawf says...

What's looking sexy got to do with a bit of exercise/getting fit you could ride a bike wearing a burker and it wouldn't matter just as long as you were getting some exercise get out there and stop being so vain
What's looking sexy got to do with a bit of exercise/getting fit you could ride a bike wearing a burker and it wouldn't matter just as long as you were getting some exercise get out there and stop being so vain twasadawf

Comments are closed on this article.

click2find

About cookies

We want you to enjoy your visit to our website. That's why we use cookies to enhance your experience. By staying on our website you agree to our use of cookies. Find out more about the cookies we use.

I agree