Background: Extreme sports are a men-dominated area within sports as most male participants seem to have a lower perception of risk. Over time many motives for doing extreme sports were found. However, the relationship between extreme sports and self-extension was never researched.

Purpose: First, this study investigates the relationship between extreme sports and self-extension in women. The focus is specifically on women as no research has been solemnly done on only this gender yet. Second, this study investigates how businesses in the extreme sports industry can improve their communication to reach more women to increase sales.

Method: For this study, the qualitative method of semi-structured interviews was considered as most appropriate. The interviews were conducted with 14 participants in total, divided into two groups of 7 participants each. The first group consisted of women in extreme sports and the second group consisted of women not in extreme sports.

Conclusion: The analysis shows a crucial connection between extreme sports and self-extension in women and is not only a motive for women to do extreme sports but also an effect resulting from it. Also, other motives were found in this study next to attitudes, requirements, and effects concerning extreme sports. They are all summarized in a new conceptual framework. Furthermore, improvements in communications are mentioned that help companies to better target more women and therefore increase sales based on the developed framework.