Formula Fixed Appoints Veteran Sports Business Executive David Siegel as Senior Commercial and Revenue Advisor

September 10, 2026

SAN FRANCISCO, CA (September 10, 2026) /ENDURANCE SPORTSWIRE/ – Formula Fixed — the brakeless, culture-fueled race series giving cycling a much-needed jolt — announced today that veteran sports business executive David Siegel has joined the organization as Senior Commercial and Revenue Advisor.

Siegel is a highly respected sports business executive and commercial strategist with nearly three decades of experience spanning professional sports, media, and emerging sports-technology ventures. He spent 22 years with the Los Angeles Dodgers, working across all four ownership groups and across the organization’s major revenue-generating functions. Most recently, he served as Vice President of Global Partnerships, leading corporate sponsorship strategy and premium partnership development during a period of transformational growth for the franchise. Before that, he spent a decade as Vice President of Ticket Sales, playing a central role in the Dodgers achieving Major League Baseball’s highest attendance for five consecutive seasons.

Following his time with the Dodgers, Siegel served for five years as Chief Executive Officer of the LA Sports Council, where he helped reposition Los Angeles as a unified global sports capital ahead of a historic decade of mega-events.

During his tenure, he commissioned a landmark economic impact analysis that quantified the Greater Los Angeles sports industry at $6.2 billion in annual economic output. He went on to partner closely with Alexis Ohanian on the launch of ATHLOS, a new professional women’s track league, leading all commercial aspects of the league’s inaugural event, from sponsorship sales and ticketing strategy to concessions and marketing partnerships.

Today, Siegel serves as a lead commercial advisor to a portfolio of growth-stage sports and sports-technology ventures, including Riverside Pro Soccer (USL), DynamO, Hit Check, Orange County Soccer Club, and Bare Knuckle Boxing (BKB), where he acts as fractional Chief Revenue Officer.

“Formula Fixed has the kind of energy and cultural momentum you can’t manufacture — it’s already there,” said Siegel. “I can see what this brand has the potential to become, and I’m excited to bring my experience in partnerships, ticketing, and commercial strategy to help build the foundation for its next stage of growth.”

“David has built and led commercial teams at the highest level of professional sports, and his fingerprints are on some of the most successful ticketing and partnership operations in the industry,” said James Grady, Co-Founder and CEO of Formula Fixed. “We’re building something that doesn’t look much like traditional cycling, and David understands both how to turn that difference into an advantage and how to build the commercial engine behind it.”

Formula Fixed is building toward its next phase of competition in Las Vegas in 2027, followed by a broader national expansion. Combining the intensity of fixed-gear racing with the visibility and production environment of stadium sports, Formula Fixed has already staged sold-out showcase events in Los Angeles, Washington, D.C., and the San Francisco Bay Area while generating millions of digital impressions.

About Formula Fixed 

Formula Fixed (www.formulafixed.com) is a brakeless, elite fixed-gear race series built for live audiences and digital distribution. Born from fixed-gear street culture, Formula Fixed delivers high-speed, tight-cornered racing in compact, stadium-style venues designed to give spectators full-course visibility and create a fast, highly visual broadcast product.

Contact: media@formulafixed.com