International Public Relations Officer 2005-2011
Alice revived WIMA USA in the early 2000s, after two decades of inactivity due to Louise Scherbyn’s declining health. It was still relatively early days for the internet with no social media, just emails and phone calls and vigorous networking. Alice took on the role of PR officer alongside her presidency of WIMA USA and energetically tried to introduce the following new ideas, though her ideas were not taken up by the other presidents at the time.
(Written by Sheonagh Ravensdale, 2025)
Alice detailed her goals as follows:
- Emphasizing WIMA International as the over-arching entity, with all divisions under that umbrella.
- Establishing WIMA International as a non-profit organization with separate dues payable to the organization, thus creating a stand-alone budget. Monies to be used for starting new divisions and funding the annual international meeting/rally. Divisions would continue to hold their respective rallies.
- WIMA International to eventually raise enough funds to give small compensations to the website designer, treasurer, secretary etc. Possibly by providing info to the media and marketers about women riders (see #8 below).
- Update logo and revise all materials, creating interest to a broader demographic, specifically younger riders.
- Standardizing all printed and digital materials to create a unified message. Provide templates and other materials to all divisions for their use if they chose.
- Supply and support divisions with everything needed to on-board new members, thus reinforcing a unified presence of WIMA International through all divisions. Centralizing the printing of materials would greatly reduce costs to divisions.
- Using all of the above, position WIMA International as THE PREMIER organization for women riders worldwide.
- Harness the power of our growing international membership to become the ‘go-to’ source for info about women riders for media, marketers, and other organizations.
This was prepared by Erica B Smith – former WIMA USA National Vice President, and Sarah Schilke – General Partner of Women Riders Now :
Louise Sherbyn was a visionary who saw the many benefits of reaching out to build relationships with other women who loved riding motorcycles and connecting them not only nationally, but also across oceans. As WIMA’s first International Public Relations officer, Alice used her background in media and PR to elevate the organization’s global presence: she modernized communications between chapters, promoted events internationally, and helped unify the brand during a time of growth and digital transition. One of her goals in standardizing communications was to help new presidents build their national organizations and promote women riders. Her strategic leadership brought a polished, professional voice to WIMA’s message without losing its grassroots soul.
Ellen Pfeiffer shared Louise’s creative vision of growing WIMA’s camaraderie and love of motorcycling to include more women around the world. Ellen identified areas for growth, such as Iron Curtain countries, and reached out to welcome new members. Alice was likewise driven to follow these ideals. She envisioned a modern, global organization reaching around the world to connect and share our love of motorcycling, so when Sheonagh Ravensdale made the suggestion, Alice stepped up to spearhead the revival of WIMA USA.
Alice riveted American riders with her tales of adventure: riding with women from across the globe, trading stories over communal meals, and forming bonds that transcended language and borders. At the time, USA national rallies were a fantastic experience, but Alice opened American riders’ eyes to the incredible force of women riders worldwide. Her stories of cross-cultural connection could leave one choked up—and determined to experience it for oneself.
In this way, Alice built and re-energized WIMA USA at a time when most women’s riding groups were focused on local club activity. She worked to differentiate the USA division by connecting women riders to other American motorcycle organizations and the broader international sisterhood. Through thoughtful outreach, rides, and industry partnerships, she helped bring global context to the USA women’s riding movement.
Under Alice’s leadership, WIMA USA successfully formed as an American non-profit educational organization, developing a board of directors and a structure designed to bring the nation’s huge distances closer together. With Alice’s creative direction, WIMA USA submitted a nomination for Louise Scherbyn to the American Motorcycle Association’s (AMA) Hall of Fame; created an Image Award to help raise visibility of notable women riders; led and promoted many events and seminars for and about women riders; became known for expertise in female motorcyclists; created and published an online WIMA USA magazine and a journal, the International Journal of Motorcycle Studies; assisted the AMA in its first Women in Motorcycling Conference; partnered with the AMA to hold a WIMA national rally at the fifth annual AMA conference; and much more.
There is one more, very important quality Alice shares with Ellen Pfieffer: the love of going fast! Alice was well-known on the racetrack and made a spirited riding buddy. Alice was the first to welcome newcomers, share stories on stage, or laugh over late-night planning meetings as the embodiment of WIMA’s spirit of unity, empowerment, and shared adventure. Her passion helped shape WIMA for a new generation, and her legacy lives on every time women from different cultures ride together and call each other Sister.
