Derek Bouchard-Hall '92 studied architectural engineering as a Princeton undergrad,
competed as a pro cyclist, and became a business consultant. Now aged 45, he
left the corporate world in June to take over as President and CEO of USA Cycling.
From NY Times: Cycling Leader Vows to Press the Fight Against Doping
As it says in this article
USA Cycling operates on $14 million per year. That's not enough to succeed,
Bouchard-Hall says. There are limited ways to grow that pie. Membership is one,
the biggest one — see USA Cycling's new "Ride" membership, designed for a
more casual rider. TV spots ran during coverage of the Richmond world championship
races, urging American cyclists to join up.
More about the Ride program: (Sept. 21, 2015) – USA Cycling announced its
new Ride Membership Monday, offering benefits to passionate recreational cyclists
in its continued efforts to grow the sport in America. Priced at $50, the 12-month
Ride Membership allows cyclists to support Team USA Cycling and enjoy USA Cycling
benefits, including: $25,000 of accident medical coverage at fun rides and gran fondos;
a year-long Bicycling Magazine subscription; Team USA t-shirt, phone pouch and sticker;
one-day racing license; insider tips and advice from Team USA Cycling coaches and
athletes; and discounts with USA Cycling partners.
Related note - one of USA Cycling's biggest sponsors is Volkswagen of America. The
latter has a sponsorship strategy emphasizing soccer and bike racing. Anybody who
watched Peter Sagan's thrilling victory to claim the rainbow jersey in Richmond would
have noticed something about the TV commercials: Audi might need a new slogan !