Jenn Dice

Jenn Dice is the President and CEO of PeopleForBikes (PFB), a prominent nonprofit trade association dedicated to bicycle advocacy based in Boulder, Colorado. She assumed this leadership role in July 2020, following her tenure as Chief Operating Officer at the same organization since May 2019. Her career at PeopleForBikes began in 2013, where she played a pivotal role in developing initiatives aimed at enhancing cycling infrastructure and advocacy across the United States.124

Background and Early Life

Jenn grew up in Mitchell, South Dakota, where her passion for biking began at an early age. She creatively transformed her bike into a beloved "horse" named Black Beauty, showcasing her early affection for cycling. Her adventurous spirit led her to hike Mount Kilimanjaro in 2011, raising significant funds for charity through biking.14

Career Highlights

Before joining PeopleForBikes, Jenn Dice served as the Director of Government Relations at the International Mountain Bicycling Association for 12 years. Her work there focused on advocating for mountain biking access and public lands protection. Notably, she was inducted into the Mountain Bike Hall of Fame in 2014 for her contributions to the sport and its community.124

At PeopleForBikes, Jenn has spearheaded several key initiatives:

• Business Network Development: She created a program to enhance funding and access for biking nationwide.
• Advocacy Mergers: She led the merger between PeopleForBikes and the Bicycle Product Suppliers Association to strengthen advocacy efforts.
• Community Engagement: Under her leadership, PFB has focused on addressing issues such as racial justice and improving bike mobility as part of broader societal recovery efforts.354

Recognition and Impact

Jenn's leadership has earned her numerous accolades, including the Pioneering Woman Award from Camber Outdoors in 2013 and recognition on Outside Magazine's Power List in 2011. Her commitment to mentoring women in the outdoor industry has also been widely acknowledged.12

In her own words, Jenn believes that "bikes are tools for empowerment and economic development," emphasizing their potential to foster community healing and connection.1 Her vision continues to drive PeopleForBikes' mission to make cycling accessible and enjoyable for all.

Overall, Jenn Dice stands out as a dynamic leader in the cycling community, advocating for policies that promote biking as a sustainable mode of transportation and a means of enhancing quality of life across communities.