People for Bikes

PeopleForBikes is the national movement to make riding better for everyone and their support of NICA is helping get #morekidsonbikes safely! Please add your name today to their growing list of supporters here and help them unite millions to create a better future for bicycling!



SevenDesign exists to create the most thoughtful, innovative and engaging experiences. We are a strong team that puts design thinking at the core of all aspects of our work. The result is branding, content, design and technology that inspires connections. When we work with a client, we listen to understand, we collaborate, we offer solutions that we believe in and ultimately, we deliver.


The International Mountain Bicycling Association is a 501 (c) 3 non-profit educational association whose mission is to create, enhance and preserve great trail experiences for mountain bikers worldwide.

Since 1988, IMBA has been bringing out the best in mountain biking by encouraging low-impact riding, volunteer trailwork participation, cooperation among different trail user groups, grassroots advocacy and innovative trail management solutions.

IMBA’s worldwide network includes 35,000 individual members, more than 750 bicycle clubs, more than 160 corporate partners and about 600 retailer shops. IMBA’s members live in all 50 U.S. states, most Canadian provinces and in 30 other countries.

Lee McCormack, Lee Likes Bikes

Lee McCormack is an experienced journalist and information designer, as well as a world renowned bicycle skills instructor. Lee authored the books Mastering Mountain Bike Skills, Pro BMX SKills and Welcome to Pump Track Nation. As NICA’a Skills Development Director, Lee is developing the curriculum that NICA coaches use to teach their athletes to ride with more safety, confidence (and speed). Lee has been having fun conducting skills clinics with coaches and riders.

Lee is also helping NICA to build its technological platform and websites. Skills clinics are more fun.

Positive Coach

Founded as a non-profit within the Stanford University Athletic Department in 1998, PCA has the mission of “transforming youth sports so sports can transform youth.” To that end, PCA has conducted roughly 5,000 live group workshops nationwide for more than 200,000 youth sports leaders, coaches, parents and athletes. Workshop attendees have helped create a positive, character-building youth sports environment for more than 2.2 million youth athletes. PCA trains Double-Goal Coaches®, whose first goal is winning, and whose second, more-important goal is teaching life lessons through sports. This coaching method takes its name from “The Double-Goal Coach,” a book by PCA Founder and Executive Director Jim Thompson.

O2 Active Marketing

O2 Active Marketing is an experienced cycling-specialist marketing communications and management consultancy. O2 has helped generate a positive awareness of several successful events and brands in cycling by using simple but effective concepts in message development, structured promotional plans, precise audience targeting, and a vast contact network in the cycling and outdoors media and industries that they have developed continuously over a span of almost three decades.



TrueSport® is powered by the U.S. Anti-Doping Agency (USADA), empowering athletes and sports enthusiasts to love the game as much as the trophy. Whether you’re an athlete, a coach, a parent, a club, league, or team, being a TrueSport means finding your unlimited potential through hard work, respect, and integrity. Being a TrueSport means never taking shortcuts.


Breakaway Research Group

At Breakaway Research Group, custom market research is our core competency. We are experts in quantitative and qualitative methodologies including segmentation, advertising research, brand equity, perceptual mapping, conjoint analysis, driver analysis, concept testing, and one-on-one interviews. We focus on collecting the very best data and laddering it up to provide our clients with not only the insights, but wisdom and confidence to make the very best possible business decisions.

However, what we do is less important than why we do it. Our mission is to ensure that the outdoor, snow, run, and bike industries continue to be healthy, vibrant, and most importantly, growing industries.  We do that by providing industry associations, suppliers, and retailers with market intelligence that helps them grow their organizations and businesses. What makes us different is that we love the industries as much as we love the research.

Club Ride Apparel

Founded in 2008, Club Ride is built on the conviction that cycling apparel can be both technical and stylish. Our philosophy is defined by Innovation, Security, Passion, Gratitude, and Equality. We support cycling advocacy in all its forms. After all, with organizations like the National Interscholastic Cycling Association (NICA), our kids will be able to enjoy improved trails, better infrastructure and cyclist-friendly legislation for generations to come.  We have partnered with NICA to provide their staff with clothing and offer exclusive branded apparel to league riders and coaches.

Training Peaks

Training Peaks Coaches Edition offers many possibilities for tracking your athletes performance, but it also provides a platform for creating and implementing focused season plans. Season plans can be created by coaches individually, or can be purchased and electronically uploaded into your teams Training Peaks account.

Build workout libraries, create group plans, and provide immediate feedback to your athletes all in one place. Use the powerful charts and graphs to provide in-depth analysis of HR and GPS data, see long term fitness trends and manage fitness and fatigue over the season. Plus, with the easy to use mobile app you can view and adjust schedules from anywhere.


Hilride Progression Development Group, LLC ( is a consulting firm based in Berkeley, California. Hilride is dedicated to realizing the potential of the global mountain biking movement as a force for economic development, environmental conservation and the promotion of healthy, active communities. Hilride provides strategic planning, design and development services for government agencies, non profit organizations, corporate and private clients around the world. Hilride has consulted on a diverse range of projects from regional tourism development for the country of Croatia, Department of Tourism; to trail design and planning for the Hawaii Department of Natural Resources, Marin County Parks and Open Space and the East Bay Regional Park District; to municipal bike park development for the cities of Lafayette, Elk Grove and Fresno California; Redmond, Washington and Green River, Wyoming and lift access resort development for Schweitzer Mountain Resort in Sandpoint, Idaho and Moonlight Basin Resort in Big Sky, Montana; to film and video projects for the Outdoor Alliance, the International Mountain Bicycling Association and the National Interscholastic Cycling Association.


Mountain Hardwear

Mountain Hardwear was founded in 1993 by a small band of outdoor industry iconoclasts. They saw the industry changing, compromising quality and dumbing down products to serve less technical users. Mountain Hardwear was founded to buck this trend in order to stay true to the needs of outdoor athletes.



Interbike is the largest bicycle trade event in North America, bringing together manufacturers, retailers, industry advocates and media to conduct the business of cycling. Established in 1982, the show gathers more than 1,200 cycling-related brands, over 24,000 total attendees annually and is considered one of the most important global trade events for the bicycle industry.


Backcountry Lifeline

Backcountry Lifeline was founded following the tragedy that occurred at the 2015 Big Mountain Enduro World Series race in Crested Butte, Colorado, in which 40-year old Will Olson died. Will was an expert rider favored to win the series – and to BCLL founders, he was a respected competitor, amiable friend, and beloved fiance. Will was one of four riders who died within three weeks that summer, with several more serious crashes and well-publicized fatalities following shortly after. In every case, the first person on the scene was a fellow rider.

What we learned from the tragedies of 2015, is that the mountain bike community as a whole is not as knowledgeable or prepared in risk management and emergency response as it could be; AND that riders want to be able to help other riders. BCLL was founded to bring emergency medical training to the mountain bike community. We want to provide to mountain bikers and event organizers alike, the knowledge and tools needed to ride safely and respond to emergency situations effectively, until professional help can arrive. Our goal is for everyone to be able to ride tomorrow.