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PeopleForBikes Coalition Board of Directors Meet in Bentonville to Discuss Industry Priorities and Welcome New Members

Published May 15, 2024

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The PeopleForBikes Coalition Board of Directors, made up of the bicycle industry's top leaders, met in Bentonville, Arkansas, for their semi-annual gathering on May 14. The board approved and welcomed three new members: Christy LaCurelle, managing partner of Two Wheel Group, Phil Molyneux, CEO of Rad Power Bikes, and Blake Jackson, vice president of global communications for Walmart.

"We brought our board members from across the country to Northwest Arkansas to showcase how Bentonville embraces the power of the bicycle. This is a living lab bicycling community that truly embodies the ethos of so many of our programs and overall vision of making the U.S. a great place to ride a bike," said PeopleForBikes President and CEO Jenn Dice. "With more bike and outdoor industry businesses opening up shop, the region is becoming a hub for industry collaboration and innovation."

PeopleForBikes has a remote office in Bentonville's Ledger, the first-ever bikeable office building, and works to foster local connections between the industry and the greater Northwest Arkansas community. Several bike and outdoor industry companies also have offices in the Ledger.

Further, Walmart, the biggest bicycle retailer in the world, set a company goal of getting 10% of Home Office Associates commuting to their new Bentonville campus via active transportation. Board members toured the Walmart MOVE hub, a celebration of bike best practices and opportunities to grow bicycling locally.

Outside of the meeting, board members connected over multiple mountain, gravel, and greenway group rides with local area leaders, showcasing the best of Bentonville's bike infrastructure, community advocacy groups and activations, bike-themed architecture, and bicycle related education. An industry-wide happy hour and other local events also allowed the board to experience Bentonville's immersive bike culture and network.

Board Chair Chris Speyer, executive vice president and chief merchandising officer at REI, began the meeting by discussing the tremendous change and evolution the bike industry went through over the last four years.

"Despite the real, near-term challenges many bike businesses are facing today, there is still enormous opportunity for bicycling," said Speyer. "More bike rides took place in the first two months of 2024 than the same time frame in 2019 and 2023, and bicycle sales are showing the first year-over-year growth since the pandemic. We're certainly not out of the woods yet, but there's still optimism for what the rest of 2024 and beyond can look like for our industry."

PeopleForBikes' leadership team walked the board through the organization's recent initiatives, including a new Resource Marketplace, which offers paid access to exclusive data and research for non-member companies. Members of PeopleForBikes' policy team discussed the organization's ongoing engagement with the Consumer Product Safety Commission concerning the future of e-bike safety standards. They also provided an update on current trade issues affecting the bike industry including efforts to further extend Section 301 tariff exclusions and the renewal of the Generalized System of Preferences, which motivates companies to invest in manufacturing in developing countries.

Two other main topics of discussion were how to cultivate the next generation of diverse industry leaders and continuing to assist PeopleForBikes' business and advocacy partners in navigating the ever-changing industry landscape.

"Being welcomed onto the PeopleForBikes Coalition board is a privilege," said Christy LaCurelle. "I'm eager to collaborate with fellow board members to create inclusive spaces where cyclists of all backgrounds feel welcome and to champion initiatives that make bicycling accessible to everyone."

"I am pleased to join the PeopleForBikes board and work towards the organization's vision to make every bike ride safer, more accessible, and more fun," said Phil Molyneux. "Rad Power Bikes shares in PeopleforBikes' mission and I'm looking forward to collaborating with fellow members and drawing from my experience at consumer electronics leaders like Sony and Dyson. Together, I believe we can contribute to more sustainable and safer mobility solutions that positively impact communities and create a better future for biking."

"Joining the PeopleforBikes Coalition board is an incredible honor and opportunity to contribute to the advancement of cycling infrastructure and culture nationwide," said Blake Jackson. "At Walmart, our mission is to help people and communities live better, and I'm thrilled to bring our perspective to this group of industry leaders. I look forward to supporting the efforts towards a safe, connected, and healthier future for all."

PeopleForBikes Coalition Board of Directors

  • Chair: Chris Speyer, Executive Vice President + Chief Merchandising Officer, REI
  • Vice Chair: An Le, Global Marketing Director, Giant Bicycles
  • Secretary: Michael Mercuri, Board Member, SRAM
  • Treasurer: Pat Cunnane, CEO, Messingschlager USA
  • Bob Burns, Vice President and Senior Legal Officer, Trek Bicycle
  • Ian Christie, CEO, Summit Bicycles
  • Bernie Doering, Vice Chair, BPSA Trade Association Committee
  • Michael Forte, USA Finance and Strategy Leader, Specialized Bicycle Components
  • Joe Graney, Former CEO, Santa Cruz Bicycles; Pon.Bike North America
  • Nick Hage, SVP General Manager, Cycling Sports Group
  • Gloria Hwang, Founder and CEO, Thousand
  • Blake Jackson, Vice President of Global Communications, Walmart
  • Christy LaCurelle, Managing Partner, Two Wheel Group
  • Ken Lousberg, CEO, SRAM
  • Jeff McGuane, President, Vista Outdoor
  • Phil Molyneux, CEO, Rad Power Bikes
  • John Munhall, Director of Bicycle Product, Giant Bicycles
  • Larry Pizzi, General Manager, Alta Cycling Group
  • Patrick Seidler, President, Wilderness Trail Bikes
  • Allison Straub, President and CEO, Burley Design
  • Rich Tauer, President, Quality Bicycle Products
  • Daniel Trujillo, Partner and Global Chief Ethics and Compliance Officer, McKinsey + Company
  • Claudia Wasko, Vice President and General Manager, Bosch eBike Systems

About PeopleForBikes

PeopleForBikes is the U.S. bicycle industry's trade association and a national advocacy nonprofit representing 315 bicycle industry supplier members and 1.4 million individuals. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike; advance pro-bike and pro-bike-business legislation; and reduce barriers to access and welcome more people to the joys of riding a bike. Our goal: Become the best place in the world to ride a bike. Join us at

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