BERKELEY, Calif. (BRAIN) – Industry marketing and PR veteran Suzette Ayotte has joined the National Interscholastic Cycling Association as development director.
Ayotte was Fizik North America's marketing chief for 13 years and has consulted with several other well-known brands in the cycling world.
Ayotte will focus on developing and implementing fundraising initiatives for the fast-growing national youth development organization.
"The high school mountain bike scene is like an old-school fat tire festival, but for teenagers," Ayotte said. "This is just one of the reasons why the statement we hear most often from adult cyclists is: 'I wish I'd had that.' But you need to get out to one of these races to really understand this."
She added, "My joint goals are to increase non-endemic support and help the cycling industry better understand the opportunity. With 10 leagues now and the goal of coast-to-coast (leagues) by 2020, there is plenty of room for growth. Young student-athletes and their families love what NICA is doing for them, and they see NICA's sponsors as making it all possible. Sponsor loyalty is encouraged by NICA coach-educators who are raising generations of educated, aware cyclists. Ninety-nine percent of NICA graduates say they will ride for the rest of their lives. These people will be leaders, staff and customers to the cycling industry."