The PeopleForBikes Coalition Board of Directors, composed of the bicycle industry's top leaders, met virtually for their semi-annual gathering on December 11.
The board's main topic of discussion was reviewing the organization's main goals and initiatives for 2025. President and CEO Jenn Dice and the PeopleForBikes leadership team led the board through an overview of PeopleForBikes' 2025 Workplan, outlining the organization's top-level priorities to advance bicycling and the bike business in the new year. Highlights include working with the new Congress and administration to advance industry priorities in Washington, D.C., continued trade and tariff work, improving e-bike access and safety, and supporting the construction of more safe, fun, and connected places to ride in all 50 states.
"The economic turbulence and headwinds experienced across the bike industry the last few years highlight PeopleForBikes' crucial role as the bike industry's trade association," said Chris Speyer, chief merchandising officer at MEC and chair of the board. "PeopleForBikes saved the industry hundreds of millions by fighting Section 301 tariffs, helped secure historic funding for bike infrastructure to give Americans more safe places to ride, and stands as a trusted partner and resource supporting bike businesses big and small. If you are not yet a PeopleForBikes member, I urge you to join the Coalition and add your company's voice to our collective efforts growing biking and the bike business for all."
The board also engaged in conversation on scaling PeopleForBikes' work and expanding the reach and impact of the organization. Vice President of Business Network Ravi Rajcoomar presented on emerging data opportunities to provide the industry with more comprehensive market intelligence. Chief Marketing Officer Jose Maldonado provided an update on the recently launched membership program for the PeopleForBikes Foundation, the organization's 501(c)(3) nonprofit arm, for individuals passionate about the power of the bike to support PeopleForBikes' work making biking better for everyone through philanthropic giving.
"The new year provides numerous opportunities for PeopleForBikes to continue strengthening our work to transform the U.S. into the best place in the world to ride a bike," said PeopleForBikes President and CEO Jenn Dice. "As the industry's trade association, we remain committed to supporting our members and the bike industry by providing industry-leading data and intelligence to make better business decisions, championing pro-bike policies at all levels of government, and advancing the creation of great places to ride so more people can access the countless benefits of biking."
Board member Pat Cunnane, president of Stoker Strategies, introduced a resolution to establish a board member emeritus program. In nonprofit organizations, the position of an emeritus board member is typically honorary and often given to long-serving or highly respected former board members. They offer guidance and advice to active board members and provide institutional expertise to help maintain continuity within the board and organization.
The board welcomed two new members: Erik Saltvold, founder of Erik's Bike Shop, and Cameron Janes, chief operating officer of REI.
"We are so grateful to welcome both Erik and Cameron to the board. Their collective experience in the retail sector of our industry will help us better serve all of our members and their unique needs," said Dice. "We can't wait to learn from the strategic insights Erik brings as a successful online and brick-and-mortar retailer with 34 shop locations throughout the Midwest. In addition to the knowledge he brings from his work at REI and previously Amazon and Walmart, Cameron also grew up in a bike shop and racing bikes, and the passion he brings to our work at PeopleForBikes will make a big difference."
"I'm excited to be part of the PeopleForBikes board and help support efforts that make biking safer and more accessible for everyone, " said Saltvold. "As someone who's spent years in the bike business and loves bikes, I'm looking forward to working with this incredible group to help grow bicycling in a way that benefits both communities and the industry. In fact, I don't consider this work — it is a joy."
PeopleForBikes board members also play a crucial role in crafting the content and agenda for the organization's annual Bicycle Leadership Conference (BLC), where top industry executives and decision-makers come together to chart the future of the bike industry. The 2025 BLC takes place March 18-20, 2025, in Tucson, Arizona.
Finally, the board approved PeopleForBikes' 2024 Industry Community Grant recipients, totaling $75,000 in funding across 10 grants. The grants will fund projects that support PeopleForBikes' focus on building safe and fun places to ride a bike that connect communities and transform them into great places to live. The projects include urban and rural trail systems, a pump track and a skills trail, several projects that make it safer for children to bike to school, and infrastructure development in large metropolitan areas.
2024 PeopleForBikes' Industry Community Grants
Bicycle Coalition of Greater Philadelphia — $10,000
Philadelphia, PA | Support for the Schuylkill Crossing: Connecting Communities and Opportunities project that will activate a set of bikeways that constitute an entirely off road bike and pedestrian connection from Southwest Philadelphia and South Philadelphia to Center City and beyond.
RICH CITY Rides — $10,000
Richmond, CA | A collaboration with community groups and county agencies to support the North Richmond Bike Bus program, leading to safe routes to school and critical improvements to this long-time disadvantaged community.
Bike Pittsburgh — $4,500
Pittsburgh, PA | Resources for the development of children's bike buses throughout the region that may be used as a national guide and lead to advocacy for safe routes to school in hundreds of communities nationwide.
California Bicycle Coalition — $10,000
Sacramento, CA | A critical guide to the development of "slow streets" infrastructure on neighborhood streets that represent key links in urban bikeway networks in every American city.
Bike East Bay — $10,000
Berkeley, CA | Materials and advocacy for a demonstration project of a slow street in West Berkeley.
BikeHouston — $5,000
Houston, TX | Infrastructure, including signage, for the improvement of dozens of dangerous intersections where the 4-mile Columbia Tap Trail crosses roadways.
Barkeater Trails Alliance —$5,000
Lake Placid, NY | A critical match for other donations that will close the funding gap for an 8-mile trail linking rural communities in the High Peaks region in New York's Adirondack Park.
Native American Advancement Foundation — $10,000
Tohono O'odham Nation, AZ | The addition of a much-needed pump track in a brand new and popular "Free as a Bird Skatepark" in this native community.
Safe Streets Austin — $5,000
Austin, TX | Eva Carrillo de Garcia Park will get a new Skills Trail connected to a disadvantaged neighborhood in East Austin and a 4-mile bike loop around the perimeter of the park.
McClintock High School Bike Club — $5,500
Tempe, AZ | Bike bus advocacy for improved school access, including an off-road path reaching the school, neighborhood bike route enhancements, and a new highway overpass.
PeopleForBikes Coalition Board of Directors
Chair: Chris Speyer, Chief Merchandising Officer, MEC
Vice Chair: An Le, Global Marketing Director, Giant Bicycles
Secretary: Michael Mercuri, Board member, SRAM
Treasurer: Pat Cunnane, President, Stoker Strategies
Bob Burns, Vice President and Senior Legal Officer, Trek Bicycle
Ian Christie, CEO, Summit Bicycles
Michael Forte, USA Finance and Strategy Leader, Specialized Bicycle Components
Joe Graney, Former COO, Pon.Bike North America
Nick Hage, SVP General Manager, Cycling Sports Group
Gloria Hwang, Founder and CEO, Thousand
Blake Jackson, Vice President Global Communications, Walmart
Cameron Janes, COO, REI
Christy LaCurelle, Board Member, Intense Bicycles
Ken Lousberg, CEO, SRAM
Jeff McGuane, President, Revelyst Adventure Sports
Phil Molyneux, CEO, Rad Power Bikes
Nolan Moser, Assistant Vice President Bicycle Component Division, Shimano North America
John Munhall, Director of Bicycle Product, Giant Bicycles
Larry Pizzi, CEO, Pedego
Erik Saltvold, Founder, Erik's Bike Shop
Patrick Seidler, President, WTB
Allison (Coughlin) Straub, President and CEO, Burley Design
Rich Tauer, President, Quality Bicycle Products
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 325 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 peopleforbikes.org.
