BERKELEY, Calif. (BRAIN) — Media and cycling industry veteran Jasen Thorpe, has joined the board of directors of the National Interscholastic Cycling Association.
"From a bike industry perspective, NICA delivers value far beyond an ability to provide immediate marketing benefits to sponsors. NICA has developed what is probably the most effective approach to creating life-long enthusiast cyclists, from a young age, that the bike industry has ever seen," Thorpe said. "Any businessperson can easily see the value of creating more customers, and extending their best customers' lifetime participation window by 10-20 years compared to other entry points."
Currently president of Thorpe Marketing, a Boulder, CO-based PR/Media and Marketing agency, Thorpe has over 25 years of cycling industry and competitive cycling experience, including a time as editor in chief and brand director for Mountain Bike Magazine.
NICA's executive director, Austin McInerny, said, "If you look at Thorpe's enthusiasm for the sport, the fact that he started mountain bike racing as a high school student, and the experience and successes he's had in his career, it's easy to see how he can be an asset to NICA. We welcome him to the board, and thank him for his commitment to NICA and growing the sport."
