The National Interscholastic Cycling Association, which is shepherding development of high-school mountain biking  leagues across the country, named Suzette Ayotte as its new development director. Ayotte, who handled fi’zi:k’s North American marketing programs for the last 13 years, will head up fundraising for the non-profit, which gets substantial support from the bicycle industry.



Now two months into the job, Ayotte, who brings almost 20 years’ experience in sales, marketing and public relations in the bike industry, will focus on developing and implementing fundraising initiatives for the fast-growing national youth development organization. With 10 current leagues, increasing demand from new regions and an expanding coach licensing program, NICA seeks to increase and diversify its income significantly during 2014.

 

“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 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. 99 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.”

 

NICA’s executive director, Austin McInerny, said, “We are really pleased to have Suzette on board. She understands the need for continuous and targeted communications, and we need to do a lot more of each, both in and outside of the cycling industry. But we will need additional funding to scale up to where we need to be, so her primary focus will be developing and overseeing execution of a multi-faceted fundraising plan.”

 

Jumping in at the deep end in December, Ayotte picked up the reins on the Strong Finish campaign, an end-of-year push to fund NICA’s Booster Club. The December tally was $36,000, mostly from individual contributions.

 

Companies that wish to learn more about partnership opportunities with NICA are invited to contact Suzette Ayotte at 510.200.0540 or 415.359.3723 or by email at suzette@nationalmtb.org