November 16, 2006 РThe Canadian Cycling Association announced today that Lorraine Lafreni̬re has been appointed as their new Chief Executive Officer. She replaces Steve Lacelle, who resigned on Aug. 15, to seek new challenges in banking operations.

If Lafrenière’s name rings a bell, it’s because she has been involved in amateur sport at a high level for over 15 years. She was head of Marketing and Communications at the Canadian Olympic Association in the 90’s, before taking the lead at the Coaching Association of Canada in 2002.

Lafrenière will have her first official meet with the cycling milieu this weekend, Nov. 18-19, at the CCA’s AGM in Ottawa.

Visibility and Viability

“I confess I’m no cycling expert, but I’m quite knowledgeable about the sport,” Lafrenière said, in an interview with Pedal Magazine. “But having been around coaches, including cycling coaches, for many years, I have a good sense of what I’m getting into.”

So, what are the main goals she wants to achieve at the head of the organization? “I want to provide more visibility and increase participation in cycling,” Lafrenière continued. “We have world-class athletes, such as Marie-Hélène Prémont, that deserve more exposure. And with BMX joining our association, marketing our sport will become key.”

The new CEO added, “I also want to develop a solid partnership with our provincial associations and coaches, and in doing so I want to bring my experience (at the Coaching Association) to improve and diversify our services and our athletes’ performances. In that area, I think we have great opportunities to build a better base for cycling in Canada.”

Call Me in Six Months

Speaking of building a better base, the CCA’s national coaching staff and strategy has been the object of a large reorganization process which, among other things led to the recent resignation of Eric Van den Eynde, who didn’t feel comfortable with his role in the CCA’s new vision regarding the development of top-notch athletes. We asked Lafrenière her feeling’s on this issue. “Call me back in six months”, she said. “I have to get acquainted with what has been said and what has been done. But what I will say is that I’ll talk with my partners and figure out what has to be done. The end result will be, I hope, a long-term model to develop our athletes to their fullest potential.”

She also intends to do a lot of listening. “Those who talk are good to sow, those who listen are great to crop,” she added. “Other federations, such as soccer and hockey, have enjoyed much success because they were able to market their events adequately. I don’t think cycling has acquired that culture just yet. We have to work with our event organizers to get more visibility, so we can induce participation.”

There’s lots of work ahead for the new CEO — stay tuned to pedalmag.com.