Matt Heitmann

Matt Heitmann is a marketing veteran with extensive experience in the cycling and outdoor industry. He served as Chief Marketing Officer at USA Cycling from March 2021 to November 2021.23 During his brief tenure, he achieved several notable accomplishments:

Key Professional Highlights:

• Pivoted USA Cycling's communications strategy from a focus on governance and athlete performance to commercial viability
• Launched new branding under the "We Champion" banner, which drove a 3x increase in website traffic
• Conducted a customer insights study to identify growth opportunities
• Restructured product strategy to move from compliance-based to value-add discretionary products
• Implemented e-commerce practices and metrics that improved organizational performance

Prior and Subsequent Roles: Before USA Cycling, Heitmann held marketing leadership positions at:

• The Pro's Closet (Chief Marketing Officer)
• Canyon Bicycles (Chief Sales & Marketing Officer)
• Backcountry.com (Director of Marketing, Bike Division)

Currently, he serves as the Chief Marketing Officer for SCOTT USA, where he aims to optimize the brand's data strategy and raise brand awareness in the United States.1