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NICA Welcomes Xavier Melendez as new Director of Brand and Marketing

Published July 23, 2021

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BERKELEY, Calif. - The National Interscholastic Cycling Association (NICA) is pleased to announce the hiring of Xavier Melendez as its new Director of Brand and Marketing. As NICA grows as an organization, the addition of strategic management positions to its leadership team is key to helping the organization expand and mature.

Xavier earned a liberal arts degree from Hunter College CUNY with a major in Media Studies. He received a professional certification from New York University in Business Project Management, a PMP accreditation. A seasoned marketing executive, integrated producer, project and operations team leader, and successful business owner with 20+ year track record, Xavier has extensive experience delivering engaging on-brand storytelling through high impact marketing communications, TV commercials, experiential events, and innovative digital initiatives for groundbreaking online start-ups, big five advertising agencies, and Fortune 1000 companies.

“I’m more than thrilled to have the opportunity to work with the team at NICA, an organization that is a national leader in youth development—an organization that sets the stage for the next generation of success stories—an organization that strives to get #morekidsonbikes!” states Xavier.

Having started riding as a teenager, Xavier is a lifelong avid cyclist who practically eats and breathes all things bicycle. As an active board member of Bicycle Colorado, he works diligently with the organization to give back to the cycling community and help make roads safer for all users. Xavier can often be found riding mile after mile training for his latest obsession of epic gravel and marathon MTB races.

About the National Interscholastic Cycling Association (NICA)

The National Interscholastic Cycling Association’s (NICA) mission is to build strong minds, bodies, character, and communities through cycling. NICA recognizes the value of participation in NICA League events for all student-athletes, free from discrimination based on race, religion, or gender identity. Our core value of inclusivity demonstrates our belief that everyone should be able to participate in our programs and feel welcomed, respected, and supported.

Founded in 2009 as a 501(c)3 nonprofit, NICA develops interscholastic and community-based cycling programs for student-athletes and coaches across the United States. NICA provides leadership services and governance for local leagues to deliver quality mountain bike activities and events. NICA has served almost 64,000 student-athletes since 2009. Currently, NICA has 29 state and regional leagues and 12,000+ registered volunteer coaches who are working annually with over 22,500 student-athletes from 960 high school and middle school teams in the USA.

NICA exists by virtue of generous sponsors, donors, and partners. For more information on NICA visit, follow @nationalMTB on FacebookInstagramTwitter and LinkedIn, or call (510) 524-5464.

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