B2B & Gen-Z, Millennial Parents Opps: USA Cycling taps industry veteran as CMO (Score 63)

USA Cycling named Matt Heitmann, an 18-year industry veteran with experience in digital and growth marketing, as its CMO, effective March 8. In his most recent position in the same role at The Pro's Closet, Heitmann led the company to become the world's largest pre-owned bike eCommerce business. The brand awareness and marketing he spearheaded drove all eCommerce sales across several digital paid, earned and owned channels, connected TV and email, along with traditional channels such as TV, print media and PR. With Heitmann at its helm, USA Cycling will hopefully see significant growth and will likely invest in these advertising channels. He replaces incumbent marketing leader Guillermo Rojas, who departed at the end of 2019.

Chief commercial officer Bouker Pool will continue to lead the team building this organization via partnerships with media, events, organizations and corporate sponsors.

USA Cycling has had to cancel most of its in-personal events due to the coronavirus; to shift, it established a multi-year partnership with FitRankings, which will lead to the launch of engaging virtual bike rides.

According to Adbeat, USA Cycling hasn't invested in digital display since the global pandemic became more of a problem in April 2020, which makes sense considering how many of its events it had to cancel. However, Q1 2020 was the only time from March 2019-2021 during which USA Cycling utilized this channel, so it will likely return to it under this new marketing leader, especially once its events kick off again. In Q1 2020, the organization allocated roughly $209.8k toward this channel, mostly (99%) via YouTube videos.

USA Cycling targets organizations that could be brand partners, along with potential corporate sponsors. Considering its past focus on YouTube advertising, it also targets athletic Gen-Z and millennials. It also targets parents, as you can see in the video above. As I briefly mentioned, the organization will likely return to digital display and/or expand into additional advertising channels under its new marketing leader.

Agency & martech readers - Get in touch soon to see what work, if any, is available under USA Cycling's new CMO.