Lee Craigie, retired professional mountain bike racer suggested the overriding goal of advertising for women in her sport was around superficial appearance rather than the practical functionality of equipment and clothing with the effect that women would view an advertisement and conclude:
"Oh, she looks good in that," and then go to an online shop where they can buy that item of clothing. If you look at what those brands are selling, you will see that they are selling bikes that are too big for us, equipment that we cannot use because it is unsuitable for our hands, and a range of clothing that is any colour between pink and purple.Health, Social Care and Sport Committee, Official Report, 18 April 2023
Giving evidence to the Committee, retired elite athlete Eilidh Doyle recalled that, historically, there has been pressure on female athletes to wear impractical, small and revealing outfits and that, while there have been improvements to the situation in recent years, these problems persist and have yet to be fully addressed.