Ben Pickel

Senior Director Foundation Operations and Partnerships

2024 – Present

As the Corporate Partnerships Manager, I collaborate closely with the Chief Development Officer (CDO) and Executive Leadership Team to build a comprehensive corporate partnerships and sponsorship revenue model for USA Triathlon. I work with the CDO to develop and implement a broad strategy for integrating the USAT Foundation and USAT Corporate Partnership initiatives.

I drive the long-term growth strategy for USA Triathlon's corporate revenue, analyzing relevant data to develop effective strategies, build strong relationships, secure multi-year contracts, and meet revenue goals through partnerships that support the organization's mission.

I maximize endemic and non-endemic sales by proactively prospecting, collaborating internally and externally, and maximizing partner opportunities. I create compelling sales materials and lead new business meetings, partnering closely with USAT teams.

I successfully close deals with prospective companies by demonstrating our unique value proposition, negotiating effectively, and onboarding new partners seamlessly.

Owning all partnership revenue, I conduct annual audits, track sales figures, and generate reports to monitor and evaluate the financial value of our partnerships. I also represent USAT at industry trade shows to develop and expand corporate relationships.

Senior Director, Corporate Partnerships

2024 – 2024

• Generated and managed all corporate partnership revenue, as well as oversaw relationship management for partnerships • Spearheaded the development and execution of a proactive partnership strategy aimed at optimizing revenue and providing value to partners, USA Triathlon’s members, and constituents

Director of Strategic Partnerships,

2017 – 2024

Developed organization-wide sponsorship revenue goals and sales strategies in collaboration with Executive leadership Managed a revenue pipeline of new partners, exceeding revenue goals Structured, packaged, and priced Life Time event assets to maximize revenue and value to partners Identified trends and prospecting categories, creating actionable partnership sales strategies Maintained knowledge of key customer segments, research trends, emerging markets, and the changing landscape of sport sponsorship Managed end-to-end marquee sponsorships, making strategic asset decisions, executing sponsorship activations, optimizing spend commitments, and measuring success Acted as primary liaison to cultivate positive relationships with sponsors, their marketing agencies, and internal/external partners/staff Collaborated with Life Time departments on sponsor-related matters to ensure partnership fulfillment obligations were met Oversaw the planning and execution of sponsor activations at Life Time events and programs.

National Sales Manager

2015 – 2017

Provided critical leadership in coordinating day-to-day sales activities for sales representatives covering the Western United States Organized sales territories, directed market research, established prospecting targets, and devised and implemented effective sales strategies to capture new business Developed and implemented policies and procedures Mentored and trained sales team to achieve defined sales goals and maximize success in a highly competitive sales environment

Run and Cycling Industry Analyst--Retail Sales and Marketplace Intelligence

2012 – 2015

Conducted in-depth analysis of data to provide insights for the Run and Cycling industry Created detailed reports and models to support decision-making processes Managed accounts and developed relationships with clients in the industry Formulated sales and market strategies based on analytical findings.

Sales Representative--Run Specialty

2010 – 2012

Established and maintained relationships with specialty running store management to promote and merchandise new products Managed territory operations, set prospecting targets, and developed sales strategies to acquire new business and grow current client base Cultivated strong relationships with store owners and managers to analyze retail trends and propose sales-boosting solutions

Store Manager

2006 – 2010

Led daily store operations by developing standard operating procedures, monitoring sales metrics, and providing staff training Oversaw the execution of marketing and product merchandising strategies, delegated staff duties, and ensured high quality standards Played a key role in attaining a Top 50 ranking for a Running Specialty store nationwide and consistently boosted sales by up to 17% year-over-year.

Operations Specialist--Search and Rescue Swimmer

2002 – 2006

Michigan State University

1999 – 2002

Grand Rapids Community College

1997 – 1999