The PeopleForBikes Coalition Board of Directors, composed of the bicycle industry’s top leaders, met in Bentonville, Arkansas, for their semi-annual gathering from May 19–20.
PeopleForBikes President and CEO Jenn Dice and Vice President of Infrastructure Martina Haggerty centered the meeting around progress towards the organization’s vision — transforming the U.S. into the best place in the world to ride a bike — and outlined PeopleForBikes’ three-year goals tied to advancing safe places to ride, strengthening public policy, and growing ridership nationwide.
“Despite the current headwinds facing our industry, it’s important that we don’t lose focus on our long-term vision to make bicycling safer and more accessible and get more people on bikes,” said An Le, global marketing director of Giant Group and chair of the board. “I applaud PeopleForBikes’ efforts to not only address the biggest challenges facing bike businesses right now, but also lay the foundation for better bicycling and a stronger bike industry. I encourage every brand to get involved in their work to strengthen our collective future and shape what comes next.”
Chief Marketing Officer Jose Maldonado led a discussion with the board of directors on the industry’s opportunity to grow participation in bicycling, highlighting the evolving consumer landscape and the potential to get millions of casual riders biking more often.
Vice President of Government Relations Dr. Ash Lovell discussed PeopleForBikes’ work to protect and expand the e-bike market in the United States, including strategic policy work to clarify distinctions between e-bikes and high-powered electric motorcycles (e-motos) alongside education initiatives designed to promote smart and responsible riding across the country.
Director of Federal Policy Chris Bell, General and Policy Counsel Matt Moore, and Brumidi Group Managing Partner Charles Cooper provided updates on federal actions impacting the bike business. Key topics included big wins such as securing relief from Section 232 tariffs and IEEPA tariff refunds, as well as ongoing Section 301 tariff developments and the upcoming surface transportation reauthorization bill, which has major implications for federal investment in bike infrastructure over the next five to six years.
Bicycle Industry Senior Research Manager Liam Donoghue covered progress on PeopleForBikes’ Data Suite, a new platform built by the bike industry, for the bike industry, designed to deliver the fastest, clearest, and most comprehensive insights for retailers, brands, and suppliers. The board reviewed beta dashboards, early insights, and next steps to preparing the Data Suite for launch.
Finally, the board approved and welcomed six new members:
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Jesse Porter, Managing Director of the Americas, Specialized Bicycle Components
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Tim Robinson, VP of Global Merchandising Enablement, Walmart
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Dave Howard, VP + General Manager, Bosch eBike Systems
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Eric Minn, Co-Founder + CEO, Zwift
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Robby Deziel, Co-Founder + CINO, Lectric eBikes
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Magnus Rayos, General Counsel, PON Bike
Outside of the meeting, board members explored and engaged in the Northwest Arkansas community. Highlights included a tour of the new OZ Trails Bike Park, the state’s first lift-served mountain bike park, as well as taking part in assembling new bikes for local students at a volunteer bike build event with Wish for Wheels. The board also visited key local landmarks including Ledger, the world’s first bikeable office building, and the new Walmart Global Home Office — designed as a premier bikeable workplace with bike-integrated architecture and on-campus singletrack trails.
"I am incredibly impressed by Bentonville’s dedication to becoming a national model for communities looking to prioritize accessible trails, outdoor recreation, and healthy lifestyles.” said Robby Deziel, co-founder and CINO of Lectric eBikes. “There are so many lessons to be learned from the work being done here, and it’s no surprise that Northwest Arkansas is quickly becoming a national hub for industry innovation and collaboration.”
PeopleForBikes Coalition Board of Directors
Chair: An Le, Head of Global Marketing, Giant Bicycles
Vice Chair + Treasurer: Nolan Moser, Assistant VP Bicycle Component Division, Shimano North America
Secretary + Foundation Liaison: Gloria Hwang, Founder + CEO, Thousand
Alicia Applegate, Head of Action Sports Merchandising, REI
Bob Burns, VP and Senior Legal Officer, Trek Bicycle
Ian Christie, CEO, Summit Bicycles
Robby Deziel, Co-Founder and CINO, Lectric eBikes
Dave Howard, VP + General Manager, Bosch eBike Systems
J. Scott King, Chief Business Development Officer, Runway
Ken Lousberg, CEO, SRAM
Jeff McGuane, President, Revelyst Adventure Sports
Eric Minn, Co-Founder and CEO, Zwift
John Munhall, Director of Bicycle Product, Giant Bicycles
Larry Pizzi, CEO, Pedego
Jesse Porter, Managing Director of the Americas, Specialized Bicycle Components
Magnus Rayos, General Counsel, PON Bike
Tim Robinson, VP of Global Merchandising Enablement, Walmart
Erik Saltvold, Founder, Erik’s Bike Shop
Juliet Scott-Croxford, President Americas, Brompton Bicycle
Allison (Coughlin) Straub, President + CEO, Burley Design
Rich Tauer, President, Quality Bicycle Products
PeopleForBikes Coalition Emeritus Board Members
Pat Cunnane, President, Stoker Strategies
Joe Graney, Former CEO, Santa Cruz Bicycles
Mike Mercuri, Former VP of Marketing + Sales, SRAM
About PeopleForBikes
PeopleForBikes is the U.S. bicycle industry’s trade association, representing more than 340 bicycle industry supplier members. 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 welcome more people to the joys of riding a bicycle. Our goal: Help the United States become the best place in the world to ride a bike. Learn more at peopleforbikes.org.
