StadioBike is reporting that it has added motorsports marketing executive and retired professional cyclist Kristin Labonte and globally respected cycling event architect James Pope to its leadership team. The hires will
bolster the company’s mission “to transform bicycle racing into a non-stop action-packed stadium sport” at motorsports tracks nationwide.
“Labonte and Pope add global expertise and unique experience, amplifying StadioBike’s position as a fan-centric stadium-style sporting event at the intersection of bicycle racing and motorsports,” the company said in a media release.
“I am thrilled to join StadioBike because it allows me to merge two worlds I love and know very well—bike racing and motorsports,” said Labonte. “To help build a racing property that delivers the opportunity for all those super-fast local riders to finally have a shot against elite bike racers, and in a format that is specifically designed for all race fans, is really exciting!”
StadioBike said it defines a new discipline of bike racing, “contested on banked oval motorsport tracks, where its format requires teams to complete a series of relay-style rider substitutions, adding drama and strategy that plays out in front of the fan’s eyes on pit road.”
Looking ahead, StadioBike will officially hold its first race in 2026 and a nationwide race series in 2027, culminating in a series championship.
Kristin Labonte, a former national master’s champion in the individual time trial, criterium, and road racing disciplines, is the managing partner of Breaking Limits, a sports marketing agency based in North Carolina. Her insider perspective, shaped by her experience as a former professional cyclist, her business experience in motorsports, and as the wife of 2000 NASCAR Cup Series Champion and NASCAR Hall of Famer Bobby Labonte, brings a unique blend of “authenticity, strategy and access to the world of motorsports,” said the company.
Labonte will lead efforts in strategic marketing and partner marketing and function as the organization’s chief marketing officer.
Said Pope, “Throughout my career, I’ve been dedicated to pushing the boundaries of what cycling events can be, creating experiences that excite fans and elevate the spor. The vision and ambition behind StadioBike immediately stood out to me. Transforming bike racing into a stadium sport with high-stakes action and dynamic storytelling is exactly the kind of innovation our industry needs. I’m excited to join the team and help shape this bold new chapter in competitive cycling.”
Pope has over two decades of experience creating and scaling marquee cycling events. His portfolio includes work with the UCI Track Champions League, GCN Events, Revolution Series, and the Nocturne Series. Pope understands the keys to fan engagement, venue production and international scalability. He will guide StadioBike’s event operations and global expansion strategy.
“We believe American racing fans will love StadioBike,” said company CEO Courtney Bishop and three-time winning coach of Indiana University’s Little 500. “We’re building a highly entertaining can’t-look-away kind of racing event where all the action happens right before your eyes and brings fans to their feet, and we’re giving local cycling heroes a shot to show what they’re made of against the pros. To have James and Kristin believe in us, come on board as investors and help us build this, is validating and exciting.”
In October 2024, StadioBike hosted a test event at the Las Vegas Motor Speedway, featuring six Continental Pro teams. The race’s relay-style rider substitutions created real-time strategy decisions for coaches, a physically taxing racing environment for riders and a visual for fans. The format’s success drew praise from across the cycling world, including from Chris Aronholt of Medalist Sports, a leading figure in U.S. cycling event production.
“The test event at Las Vegas was strong,” said Aronholt. “The StadioBike team proved the concept worked from a competitive standpoint, and it was exciting to watch as a spectator.”
Several high-profile cyclists also attended the test event, including Rahsaan Bahati, an American professional cyclist, 10-time USPRO National Champion and co-owner of StadioBike.
“I have been involved in the sport of cycling for over three decades, witnessing numerous changes while also recognizing the enduring aspects of the sport,” said Bahati. “When I was presented with the concept of a bike race for sports enthusiasts at motor speedways, I immediately recognized its potential to be transformative, not just for the racers but for the sport as a whole. Having raced on professional teams and managed my own, I understand the importance of supporting athletes. I am thrilled to lead athlete strategy for StadioBike in our mission to make the greatest bike racing spectacle.”
