Jamaica, VT — [12-04-2025] — After a distinguished 35-year career in the bicycle industry, leader, strategist, and industry advocate Mercedes Ross is announcing the launch of Door #3 Consulting, an independent consultancy focused on brand development, retail experience, merchandising, store design, and strategic industry growth.
Ross — known widely for her work with Specialized and Giant, her national influence in retail innovation, and her role as a top advocate for women leaders in the cycling sector — is stepping into this new chapter with decades of hands-on expertise and a passion for elevating the businesses that move the cycling world forward.
"It's a new chapter, a new ride, and a new way to make an impact," said Ross. "Door #3 represents evolution — combining everything I've learned across retail, brand strategy, leadership, nonprofit development, and community building."
A Career of Impact
Throughout her career, Ross has helped shape national retail standards and strengthen the connection between riders and brands. Highlights include:
- Leading and modernizing retail merchandising for Specialized and later Giant, redefining the in-store customer experience.
- Influencing national trends in retail design and visual storytelling.
- Championing female leadership in the industry, recognized among the Top 50 Women Business Leaders in Cycling.
- Delivering the TEDx talk "Bikes Can Save the World," reflecting her long-standing belief in the transformative power of cycling.
For the last decade, Ross played a key role in the growth and national expansion of Project Bike Tech, helping establish the program in 50 schools across 15 states and impacting more than 1,500 students annually. Her leadership helped the organization expand its mission and strengthen partnerships across the cycling and education sectors. A special thanks to Park Tool and Giant for spear heading the support.
"My sincere thanks to Berri Michel, founder of Project Bike Tech, for giving me the opportunity to help build PBT. I'm proud of the foundation we built. PBT is in strong, capable hands with Executive Director Jeff Donaldson, Board Chair Channing Nuss, and the dedicated team leading its next chapter. She will always continue to support the mission. "
Door #3 Consulting: What's Next
Through Door #3 Consulting, Ross will offer strategic guidance to brands, retailers, nonprofits, and companies seeking to innovate, expand, or evolve. Areas of focus include:
- Brand & Retail Experience
- Merchandising & Store Design
- Leadership Development & Organizational Strategy
- Industry Growth & Special Projects
Ross brings a rare combination of deep industry knowledge, multi-sector experience, and a track record of guiding organizations through transformation.
A Creative and Community-Driven Future
In addition to her consulting work, Ross will continue building her creative ventures at the JamaicaHaus Inn and Door #3 Studio in Vermont — home to her art gallery and a gathering place for creativity, community, and conversation.
"This isn't an ending," Ross said. "It's an evolution. The relationships and work that shaped my career remain at the heart of everything I do. Door #3 is open — and I look forward to what we create next."
