Industry Veteran Ben Pickel Joins SHIFT Events as Chief Revenue and Marketing Officer

November 20, 2025

DENVER, CO (November 20, 2025) /ENDURANCE SPORTSWIRE/ – Shift Events, Colorado’s leading nonprofit cycling event organization, announced today the appointment of Ben Pickel as Chief Revenue and Marketing Officer. Pickel brings more than 20 years of revenue leadership and strategic partnership experience across top cycling and endurance sports organizations.

In this role, Pickel will oversee all revenue streams and integrated marketing for Shift Events’ portfolio of seven major Colorado cycling events. His responsibilities include corporate partnerships, retail operations, race registration growth, and brand activation strategy.

“Ben’s proven ability to build sustainable partnerships and his deep connection to the cycling community make him the perfect fit to guide our next phase of growth,” said Jen Barbour, CEO/Executive Director of Shift Events. “His belief in cycling as a catalyst for community impact aligns directly with our mission.”

Pickel previously served as Senior Director of Foundation Operations and Partnerships at USA Triathlon, leading corporate partnership strategy and foundation operations. He also spent seven years as Director of Strategic Partnerships at Life Time Inc., where he consistently exceeded revenue goals while managing major partner relationships and event activations.

His background includes leadership roles at Endura Inc., The NPD Group, and New Balance, as well as retail management at Gazelle Sports, where he helped the store earn a national Top 50 ranking.

“I’m excited to join an organization that shares my belief that bikes build better communities,” said Pickel. “Shift Events has created meaningful cycling experiences for more than 35 years, and I’m honored to help drive the next chapter.”

Pickel also contributes significant industry experience through board service with the Gravel Cycling Hall of Fame and as a member of the Shimano Gravel Alliance.

About Shift Events

For over 35 years, Shift Events (formerly Team Evergreen) has created iconic cycling experiences across Colorado—from gravel races to road classics and mountain challenges. As a mission-driven nonprofit, Shift Events reinvests event proceeds into outdoor recreation and stronger communities statewide. Learn more at www.shiftevents.org.

Media Contact: Shift Events | ben@shiftevents.org