June 17, 2015 (Ottawa, ON) – Cycling Canada is pleased to announce that Matthew Jeffries will be joining the organization in the newly created position of Director of Marketing. Jeffries is a long-time cyclist and a Cat-2 licensed road racer who will combine his passion for cycling with his expertise in the business and marketing areas to support Cycling Canada’s goal of diversification of its revenue sources.

Matt is a graduate of Wilfrid Laurier University with a BBA specializing in marketing and finance. Most recently he has served as the Director of Business Development for Cross Country Ski Canada where he led that organization’s marketing and revenue-generating activities, including corporate sponsorships, supplier partnerships, merchandising and fundraising programs. Prior to that Matt spent 6 years in the Investment and Corporate Banking Group with BMO Capital Markets in Toronto.

“As we continue to broaden the reach and awareness of Cycling Canada and its athletes and programs it is essential that we increase our capacity in the marketing area,” said Greg Mathieu, CEO of Cycling Canada. “The hiring of Matt Jeffries is in response to that need.  Having a business leader who understands the sport marketing system and the players involved was the key to bringing him on board.”

“I am thrilled to be joining the team at Cycling Canada,” commented Jeffries. “The sport of cycling is undergoing a period of unprecedented growth and I am excited for the opportunity to work with Cycling Canada and our partners as we strive to harness that momentum and inspire more Canadians to ‘hop on’ and support the development of our sport and our athletes.”

Matt will take up his duties at the national office in Ottawa beginning June 22, 2015.