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This summer I went hiking several times in California’s Eastern Sierra. Each time I went I counted the number of male to female hikers and ended up with a 5:1 ratio. This reflects many women’s experience of the wilderness and outdoor sports such as rock climbing or mountaineering. These are male-dominated arenas.
One of the reasons for that is because these activities are advertised to women as an escape from their stressful lives, not as a sport meant to challenge their physical ability. Outdoors equipment marketed towards women, then, consistently focuses on comfort and style, in contrast to men’s marketing.
A reflection of the "Hello Kitty" factor in sports marketing to men and women. The conclusion of the article shows how yoga is not "manned up" when marketing to men.
However, to be fair, one could also argue that more women do seek relaxation over physical challenges in their down-time, so perhaps the ratio isn't all a result of marketing...