Jenn Dice promoted to chief operating officer at PeopleForBikes

May 30, 2019

BOULDER, Co., May 30, 2019 – PeopleForBikes, the U.S. national bike advocacy, promotion and industry association, is pleased to announce that Jenn Dice, vice president of the organization’s Business Network, has been promoted to chief operating officer, effective immediately.

Dice joined PeopleForBikes (PFB) in 2013, after 11 years as director of government affairs at the International Mountain Bicycling Association. She will continue to report to Tim Blumenthal, who has served as PeopleForBikes president and CEO since 2004 (when the organization was called Bikes Belong).

“Jenn is a versatile, dynamic leader,” said Blumenthal. “Not only has she done a stellar job of developing and expanding our government relations and Business Network programs, she is doing effective work creating an industry campaign to get more Americans riding bikes by guiding the launch of our new rider and retailer platform, Ride Spot. Jenn has also led our partnership and merger with the Bicycle Product Suppliers Association (BPSA) — an expanded alliance that will take full shape on July 1 of this year.

“Jenn has consistently focused on engaging and empowering the bike industry to become a more influential and effective voice,” Blumenthal said. “Jenn created the PFB Business Network, started connecting bike industry CEOs with Congress through executive fly-ins, hosted industry leadership development gatherings and created the industry DRAFT meetup series.”

Dice said, “We have an extremely talented team at PeopleForBikes and I am excited to help Tim continue to inspire and lead the organization to benefit the bike industry at all levels and get more people on bikes.

“Almost everything at PeopleForBikes is new in the last five years,” Dice said. “We have improved our organization and program effectiveness on every level. From broader industry support and engagement to targeted infrastructure programs to a new retailer tool to get customers riding, it is an exciting time to be at PeopleForBikes.”

While at IMBA Jenn was named to Outside Magazine’s Power List — one of the 25 most influential people for public lands and recreation. At PeopleForBikes she received the Camber Outdoors Pioneering Woman Award for her leadership encouraging women in the bike industry.

PeopleForBikes Coalition board chair (and Quality Bicycle Products founder) Steve Flagg said, “I have seen firsthand the capability and enthusiasm Jenn brings to her work effort. It is rare to find someone with the depth and breadth of knowledge that Jenn has. We are so fortunate to have her as our chief operating officer at PeopleForBikes.”

PeopleForBikes has developed and fine-tuned a powerful mix of core programs that support its mission of getting more people riding bikes more often and making every bike ride better. In addition to the Business Network, Government Relations and Ride Spot efforts, PeopleForBikes coordinates a trio of national infrastructure efforts: PlacesForBikes, The Big Jump, and The Final Mile. All three focus on quickly improving bike networks that support recreational and transportation riding, both on and off road, for people of all ages and cycling abilities, in urban, suburban and rural locations. PeopleForBikes has also become a leading source of research and statistics that measure bicycle use, infrastructure and business.

PeopleForBikes includes 23 staff members and is supported by bike industry companies, bike retailers, non-endemic corporations, more than 1.3 million individuals, and a variety of foundations that focus on community improvement, mobility, health, the environment and equity.

Contact Dice at Contact Blumenthal at