Today we’d like to introduce you to Jennifer Williams.
Jennifer, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Though I was a good student, I didn’t have a strong desire to go to college right out of high school. Instead, I ran a couple different small businesses and found the daily demands fulfilling. Each day provided the opportunity to improve the business, which kept me engaged and constantly learning. Managing small businesses kept me busy and challenged until I decided to head out on a 9-month backpacking trip around the world.
Upon returning, I looked to shift my focus toward higher education and pursued a degree in International Studies & Peace Studies. While working toward my degree, I managed a small clothing boutique because, of course, I somehow always found myself in that role. Four years later upon earning my degree, I simultaneously searched for jobs with non-profits while honing in on viable business ideas, only to come up with something so close to my heart it seemed crazy I hadn’t thought of it before: motorcycle gear for women. And that’s when I started working on Wind & Throttle.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Starting Wind & Throttle and running it on a daily basis definitely has its challenges. When I first began the process of starting the business, I would be working on a task only to find new tasks buried in that original task. Each obstacle contained within it multiple other steps that needed to be addressed before that first task could be completed.
At times, those challenges translated into feelings of empowerment, as I frequently surprised myself with what I could accomplish, even in areas I had never explored before. Other times, feelings of defeat would take over, forcing me to refocus and find a new path toward success. If I lingered on negative thoughts for long, I would force myself to get back to work, which would help the feelings of doubt subside.
Though I’ve since forgotten who said this, my go-to quote is: It’s not about motivation, it’s about dedication. I would use that quote to keep me going when I was feeling down, wanted to be lazy, wanted to ride my motorcycle all day or go out all night. As rewarding as it is, it’s still a challenge to get up every day and do not just what has to be done, but constantly coming up with ways to make my business even better.
Alright – so let’s talk business. Tell us about Wind & Throttle – what should we know?
Motorcycles have always been one of my obsessions. I started on the back but soon realized there was only one place for me: at the handlebars. And once I had my own motorcycle, I got serious about protection. But scouring websites, I found that women had very few options, and what was available was often riddled with pink embroidery or designed with only sex appeal in mind.
Finding the proper gear that fit well and was comfortable was exhausting, so I decided to create a curated, one-stop shop for women who ride. Wind & Throttle brings together riders, designers and companies that make gear to fit women the way we want it to, with protection, comfort, and style as top priorities. Further, most of the lines we carry are from small businesses owned by women. It’s not surprising that the best women’s gear is actually designed by women themselves!
Riders can find not just a unique and protective motorcycle jacket, but also a neckerchief to keep the wind from getting into that jacket. Or a motorcycle chain necklace to go with her favorite riding tee that matches perfectly with the Australian-made protective skinny jeans. Wind & Throttle exists so women can spend less time on websites sifting through men’s motorcycle gear and more time out on the road shifting gears.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I can’t talk about my strong work ethic and interest in small business without crediting my friend and mentor, Deb. At one point, running 35 brick and mortars, and the person who instilled in me the drive and determination needed to be my own boss, regardless of my job.
Because, even when you work for someone else, you control your effort and commitment. Working for her helped me see businesses for who is behind them and what they are made of; which to this day, still helps me decide where to spend money based on the merit of the business.
Credit is also due to the amazing women who are in the motorcycle industry making gear, fixing bikes, riding across countries, starting motorcycle clubs, putting on motorcycle shows and organizing female-only campouts. The sense of community and support is incredible and always a motivating force behind Wind & Throttle.
Contact Info:
- Website: www.windandthrottle.com
- Email: info@windandthrottle.com
- Instagram: @windandthrottle
- Facebook: https://www.facebook.com/windandthrottle/
Image Credit:
Jackie Avellar
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