Endurance Translations is offering cycling, running and triathlon brands a free service: checking whether their websites in various languages (German, Spanish, French, Italian etc.) use inclusive language and support women in particular.
Endurance Translations points out that, in order to support female empowerment, brands can:
- Include more female athletes in their collateral;
- Sponsor more female athletes to give them a platform and raise their profiles; and
- Use inclusive language on their websites and marketing materials.
Michal Glowacki, CEO at Endurance Translations, explained “While English is virtually free of gender, many other languages aren’t. And for many years the default ‘setting’ when speaking to a mixed audience was to use the masculine form.
“This is because it’s the ‘main’ one. It’s true for Polish, German and many other languages. But, just because it’s been the default, it doesn’t mean cycling and running brands can’t change it.
“They can use inclusive language to gradually, and at no extra cost, start shaping a future where women are empowered.”
Glowacki continued, “This won’t revolutionise the world. But we don’t need a revolution. We need an evolution. As more and more cycling and running brands start using the inclusive language (e.g. ‘biker*innen’ to denote cyclists in German), they will slowly help female riders feel they’re included. And empowered.
“If you’re a cycling, running or triathlon brand, we will be more than happy to make a free of charge, no obligations assessment of your website or marketing materials. You’ll receive feedback on whether the language you use is inclusive and how to fix it.
“If you decide to implement our suggestions, you can do that on your own or with our help – the decision is entirely up to you.”
