Marketing & Sponsorships

USA Cycling hires Kelly Reyes as VP of Membership

16 May, 2016

USA Cycling is pleased to announce the hiring of Kelly Reyes as the organization’s new Vice President of Membership.

The VP of Membership is a new senior leadership role within USA Cycling overseeing the Membership Department, which was recently separated from Marketing to create a unit explicitly focused on improving the customer experience and growing membership.  In particular, the VP of Membership will be focused on improving the experience of core racing members and developing products and services which will facilitate USA Cycling’s reach into cycling enthusiasts. 

Reyes has a substantial background in consumer marketing and product development and proven leadership experience in successful customer-focused organizations, including JetBlue and Booz & Company.  She is a passionate cycling enthusiast, but it is her consumer marketing and leadership experience that set her apart from the more than 100 applicants for the position.

“I am very excited to be joining USA Cycling at this point in my career and at this time in USA Cycling’s history,” said Kelly Reyes.  “I was attracted to the ambitious agenda CEO Derek Bouchard-Hall and the Board has set for USA Cycling to better serve its members and expand into the enthusiast segment – my professional background is a great fit and my love of cycling helps me understand our current and future members.”

“Kelly is yet another fantastic addition to USA Cycling’s management team and joins us in one of our most critical roles,” said USA Cycling’s CEO Derek Bouchard-Hall. “We are thrilled to have found someone so qualified for the job who will work closely with our new Event Services Director Joan Hanscom and our Executive Director of Marketing Kelly Feilke to enhance USA Cycling’s focus on its core membership. Kelly continues our run of exceptional leaders joining our senior management team, and the fact she is a passionate cyclist makes her an even more perfect fit.”

Reyes comes to USA Cycling from IMM in Boulder, a digital marketing agency, where she led the Business Strategy and Loyalty & Retention Marketing departments. Previous experience includes working as the Director of Loyalty Marketing & Partnerships for JetBlue Airways and as a management consultant for Booz & Company. She holds a BS in Computer Science from Northwestern University and an MBA from Columbia Business School.

Reyes started in her new position in Colorado Springs on April 25.

About USA Cycling: Recognized by the United States Olympic Committee and the Union Cycliste Internationale, USA Cycling is the official governing body for all disciplines of competitive cycling in the United States, including BMX, cyclo-cross, mountain bike, road, and track. As a membership-based organization, USA Cycling comprises 64,000 members; 2,700+ clubs and teams; and 34 local associations. The national governing body sanctions over 3,100 competitive and non-competitive events throughout the U.S. each year and is responsible for the identification, development, and support of American cyclists. To learn more about USA Cycling, visit


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