PeopleForBikes (PFB), the U.S. bike industry trade association, has promoted Dr. Ash Lovell and Martina Haggerty to senior leadership roles within the organization’s Government Relations and Infrastructure teams.

“These intentional leadership changes further strengthen our work to grow bicycling and the bike business nationwide,” said PFB President and CEO Jenn Dice. “We have an effective and high-performing staff team, and I am excited to welcome Ash and Martina to our senior leadership team. Their industry-leading expertise will support our vision of transforming America into the best place in the world to ride a bike through better infrastructure and pro-bike and pro-bike business policies.”

Lovell, as VP of Government Relations, leads PFB’s industry trade association work, including the Bicycle Product Suppliers Association Trade Association Committee (BPSA TAC); Legal, Legislative and Safety Subcommittee (LLS); Technical Standards Working Group (TSWG); eMTB Working Group; and Electric Bicycle Subcommittee, collaborating with industry leaders to tackle complex business issues and advance policies that benefit the bike industry before Congress, federal regulatory agencies, and in all 50 states.

Lovell’s background includes earning a Ph.D. in environmental sociology, emphasizing collaborative decision-making, working with landowners across Texas to conserve private land and leading sustainability-focused education programs as chief impact officer at the Alliance Center in Denver, CO.

At PeopleForBikes, she has led the organization’s e-bike policy and regulatory work over the past three years, with legislative and regulatory wins for the industry. Lovell launched the rider safety education program, E-Bike Smart, in 2023, oversees Hungry for Batteries, and led Shift’23 to bring the bike industry together to discuss the latest developments in the e-bike category. In the regulatory space, Lovell leads the Technical Standards Working Group.

As VP of Government Relations at PFB, Lovell will liaise between policymakers and the bike industry, advocating for a better regulatory environment for bike businesses and collaborating on strategic solutions and emerging challenges.

Said Lovell: “Effective policy is crucial for a thriving bike industry. I look forward to working with our industry members to drive legislative changes at all levels of government that support the growth of our industry and enhance bike infrastructure and participation nationwide.”

As VP of Infrastructure, Haggerty “prioritizes and enhances bike infrastructure U.S. communities, collaborating with the bike industry, advocacy partners, and government decision-makers.”

Haggerty joined PFB in 2022 after working as a private urban design consultant and over a decade in public service with the City of Providence (RI). She led projects, including PFB’s Final Mile and Big Jump, and directed transportation, environmental, and planning initiatives. She holds a master’s degree in urban design.

At PFB, she played a pivotal role in launching the Great Bike Infrastructure Project, supported the organization’s growth in its annual City Ratings program, and led state and local policy work, advocacy campaigns, and investments.

Haggerty will continue leading the Great Bike Infrastructure Project and City Ratings in her new role, developing work plans, programs, and investments to support safe mobility networks and better bike infrastructure nationwide. She will also work to enhance local bike advocacy nationwide by continuing PFB’s resources and providing training opportunities for advocates, policymakers, and industry members. At the federal level, Haggerty will lead PFB’s effort on the next federal surface transportation reauthorization, lobbying for a long-term investment in bike infrastructure.

“Infrastructure is essential to getting more people riding bikes more often,” said Haggerty. “Working with our dedicated team and partners nationwide, we’re committed to making biking an integral part of every community by ensuring everyone has access to safe, fun and connected places to bike in their backyard.”

The new roles add to PFB’s senior leadership team, which also includes:

  • Jenn Dice, President and CEO
  • Jennifer Johnson Trout, Chief of Staff
  • Jose Maldonado, Chief Marketing Officer
  • Matt Moore, General and Policy Counsel
  • Ravi Rajcoomar, VP Business Network

 Images courtesy PFG