Context

USA Cycling was approaching its 100-year anniversary at a moment of stagnation. Membership, revenue, and awareness had plateaued, and the organization was often perceived as focused on elite racing rather than the broader cycling community. With millions of Americans riding more than ever, USA Cycling needed a clearer purpose and a more inclusive role in the future of the sport.

Approach

As Senior Marketing Consultant, I co-led the creation and launch of We Champion in close partnership with the CEO and CMO. We repositioned USA Cycling around a clear, purpose-led platform focused on championing accessibility, participation, and excellence across all levels of cycling. The work translated strategy into action through national challenges, virtual and real-world rides, grassroots programs, and elite performance storytelling. We aligned programs, participation, and performance into one cohesive narrative, ensuring members, partners, and new riders experienced USA Cycling as an enabler of cycling culture, not just a sanctioning body.

Results

The launch of We Champion helped reverse stagnation across membership, revenue, and awareness. The initiative engaged more than 33 million riders during the anniversary period, driving participation across virtual and community rides while reinforcing USA Cycling’s relevance from grassroots riders to Olympians. The platform established a durable foundation for long-term growth and community expansion.

Learnings

Purpose-led platforms drive momentum when they connect strategy to participation. Organizations grow when people see themselves reflected in the mission, not just the top of the pyramid.

Agency Partner Thereabouts