USA Cycling has announced that Guillermo Rojas has joined the organization as Director of Marketing & Communications. Rojas brings more than two decades of sports, brand and event experience to the role, including several years working in the Olympic movement and the sport of cycling. He officially began with USA Cycling on Monday, July 2, 2018.
“Guillermo is a great addition to the USA Cycling team, and he joins us in a critical area of our business and at a key time as Tokyo 2020 approaches,” said Fuad Hamza, USA Cycling’s Chief Marketing and Sales Officer. “Guillermo’s background and experience are a great fit – with his deep expertise in the Olympic movement from his tenure at the US Olympic Committee, his experience with working with national governing bodies, and more recently, working in cycling, including leading media operations for top US races. Plus, the fact that he is a passionate cyclist makes him an even better fit for the team.”
In the position, Rojas will work closely with the extended USA Cycling teams to develop and implement a comprehensive marketing and communications strategy across event services, membership, elite athletics and racing operations. He will oversee brand marketing, digital marketing, social media, public relations and media strategy, as well as guide consumer research and manage agencies.
Rojas joins USA Cycling from TORRE Consulting, the company he founded. With TORRE, he directed significant work in the Olympic space through the development and management of KT Tape’s Olympic activation across multiple US national governing bodies and elite athletes. Under his guidance, TORRE also led media operations through three editions of the Amgen Tour of California, plus additional cycling events.
Rojas’s Olympic experience spans more than 14 years and includes working with the US Olympic Committee and USA Swimming, as well as agency event and marketing programs. He also worked with the New York City Marathon/New York Road Runners.
“This is an exciting time to join the USA Cycling team with so many opportunities for growth in the sport of cycling and with the Tokyo 2020 Olympic Games on the horizon,” said Guillermo Rojas. “I’m looking forward to working with members, athletes, staff, sponsors and all of our stakeholders to both build awareness of a sport I love and to help athletes at all levels achieve success.”
USA Cycling is the national governing body for the sport of cycling in the United States and oversees the disciplines of road, track, mountain bike, cyclocross, and BMX. With a mission to develop the sport of cycling in the United States at all levels and to achieve sustained international racing success, USA Cycling supports enthusiasts just beginning in the sport to seasoned professionals.
The organization administers the identification, development, and selection of cyclists to represent the United States in international competition, and equally important is its support of amateur bike racing through grassroots development programs and the provision of infrastructure to run organized racing. Recently, USA Cycling broadened its mission to support enthusiasts and the events in which they participate, such as gran fondos and fun rides.
USA Cycling is headquartered in Colorado Springs, Colorado, close to peer institutions such as the United States Olympic Committee, US Anti-Doping Agency, and dozens of other US National Governing Bodies. USA Cycling began in 1920 as The Amateur Bicycle League of America and evolved through the decades to become United States Cycling Federation in 1975 and ultimately USA Cycling, Inc. in 1995. USA Cycling’s roughly 60,000 members are comprised of racers and cyclists of all ages and abilities, coaches, officials, mechanics, and race directors.