We have a little history with Dan Vaughan, Executive Director at USA Cycling, and were eager to hear about his new role at the governing body. In this episode, Dan shares the organization’s vision to evolve from certifying races to influencing culture and someday seeing cycling become as popular in our communities as little league baseball and AYSO soccer. We discuss how the sport is actually many sports – from extreme to competitive to recreational, each with their own psychographic – and draw parallels between AYSO, USSA (skateboarding) and WSL (surfing). We also discuss how the coronavirus has forced USA Cycling to pivot to virtual and double down on their brand strategy going forward. By the end, we were just getting warmed up, but it was clear Dan had an ambitious project list, so we reluctantly let him get back to work.