E-bike maker Aventon has appointed Jen Whalen as creative director. A former pro cyclist and creative producer, director, and filmmaker with over 15 years of experience across Hollywood studios and global brand campaigns, Whalen is said to bring “high-production storytelling expertise and authentic cycling background to her new role,” according to a company media release.
Whalen joins Aventon from a freelance career, where she partnered with brands including Apple, Netflix, Levi’s, Specialized, SRAM, and Hulu across creative direction, production, and storytelling. Before that, she spent nearly a decade as a senior producer for the in-house creative studio at Warner Bros., producing trailers, promos and digital campaigns for global releases, earning Promax and Telly Awards.
“Aventon has always been a fun success story to follow, from its fixie roots to where it stands today in the ebike world,” said Whalen. “I want to get more people on bikes and out of their cars. It excites me to bring my ideas and creativity to this team, since I have a natural passion for cycling and it feels serendipitous to bring my energy back to a brand that supported me during my “glory” days of bike racing. Apparently, the race isn’t over yet.”
Her connection to cycling reportedly runs deep. Whalen came up through the fixed gear scene and rode for Aventon’s original pro team during the Red Hook Crit era. She went on to become a competitive road cyclist, winning a California State Championship title and competing at U.S. Nationals. In recent years, she has built a second creative lane in the outdoor industry, producing athlete-driven and docu-style storytelling, including a series around the inaugural women’s Tour de France Femmes.
In her role at Aventon, Whalen will lead creative direction and brand storytelling across campaigns, product launches, social content, and athlete partnerships, driving culture-led work that grows Aventon’s brand reach and community connection.
“Jen is a rare find: someone who has genuinely lived inside cycling culture at every level, from the fixed gear underground to the pro circuit, and who also knows how to tell stories that move people,” said Kris Heineman, senior brand director, Aventon. “She brings a creative point of view that is bold, authentic, and deeply human, which is exactly what we need as we continue to grow the brand.”
Whalen is based in Los Angeles and joined Aventon in early May 2026.
