Summary
Overview
Work History
Education
Skills
Websites
Community Service
Hobbies and Interests
Industry Leadership
Languages
Timeline
Generic

David Cathcart

Peterborough

Summary

Outdoor industry leader with 20+ years' experience driving profitable growth via market development and strategic partnerships, including 13 years in bilingual workplaces. Entrepreneurial executive with strong financial acumen and deep knowledge of the global market. Skilled at driving results through data-driven decision-making and tight execution. Seasoned leader who builds high performing teams and strong cross-functional relationships.

Overview

27
27
years of professional experience

Work History

Chief Commercial Officer

ROCKY MOUNTAIN BICYCLES
04.2020 - 12.2024
  • Recruited by CEO to privately held global mountain bicycle manufacturer to lead omnichannel transformation. P&L responsibility for European operations; accountable for topline sales and expense management globally. Led remotely distributed 50-person team across Sales/Sales Operations, Marketing and Customer Support.
  • Grew stagnant 40-year-old company an average CAGR of >12% with three consecutive years of EBITDA growth.
  • Led acquisition and integration of German distributor accountable for ~40% of European business to improve profitability.
  • Repositioned Bikes.com from a product education site into a profitable sales channel generating ~$5M annually.
  • Drove 40% increase in US topline sales by securing distribution in REI and expanding factory rep team to deliver improved sales and service.
  • Coordinated closely with finance teams to develop budgets aligned with strategic goals and revenue targets.
  • Parent company of Rocky Mountain filed for CCAA in December 2024.

BUSINESS CONSULTANT

Self-employed
01.2019 - 03.2020
  • Established and operationalized direct distribution model for Saris in Canada to expand into new channels and grow profitability. Identified broker and logistics partner, built sales team, secured distribution in new strategic key accounts, then transitioned the new Canadian structure to US headquarters team.

Executive Leader, Sales & Marketing

LOUIS GARNEAU
03.2012 - 12.2018
  • Led 40-person global sales and marketing team for a privately held Canadian manufacturer of bikes, apparel and accessories. Led successful transition from traditional IBD model to omnichannel model.
  • Developed Amazon distribution strategy resulting in $4M sales increase and 10% gross margin improvement with tight online policy control.
  • Secured distribution at Dicks Sporting Goods. Grew relationship over 3 years to achieve category exclusivity.
  • Negotiated 10-year exclusive licensing agreement with Cycle Base Asahi for Japan market.
  • Negotiated license and led product launch for co-branded Garneau/Reebok spin shoe to capitalize on 'Peloton' phenomenon.

Vice President of Global Sales and Marketing

SARIS
01.2010 - 12.2012
  • Company Overview: Equity-holding executive who played a key role in tripling company revenue, transforming Saris from a domestically focused manufacturer that relied on licensing agreements to becoming a global supplier selling owned brands in 50 countries. Credited with transforming company culture.
  • Led global sales organization with distribution in IBD, sporting goods and mass.
  • Expanded international distribution in EMEA and LATAM from 15-50 countries, resulting in 5x increase in topline sales.
  • Established EU logistics hub to facilitate rapidly expanding distribution base.
  • Led development and execution of e-commerce strategy.
  • Developed OEM relationship with Mavic that enhanced PowerTap brand visibility and profitability. Generated $2M in incremental revenue.
  • Equity-holding executive who played a key role in tripling company revenue, transforming Saris from a domestically focused manufacturer that relied on licensing agreements to becoming a global supplier selling owned brands in 50 countries. Credited with transforming company culture.

Director of International Sales and Marketing

SARIS
01.2006 - 12.2009
  • Expanded global footprint to 15 countries. Identified and analyzed potential distribution models, aligned with CEO on decision, negotiated contract terms and onboarded new partners. Ongoing management of distributor relationships.
  • Activated high-impact sports marketing strategy on a shoestring budget. Secured sponsorships with US Postal, Phonak, Garmin and Silence Lotto.
  • Established category leadership in power measurement. Launched wireless PowerTap at 2006 Tour de France by developing innovative content sharing relationship with Bicycling Magazine and sponsorship of Floyd Landis, who won stage 17 with PowerTap featured prominently on his handlebars.
  • Led media relations outreach. Secured coverage in New York Times, Dwell, Wired, as well as Bicycling, Outside, VeloNews and CyclingNews.

Director of Marketing

SARIS
01.2002 - 12.2005
  • Led corporate and product rebranding initiative from strategy through execution, resulting in a portfolio approach to brand management that increased margin contribution, penetration and topline sales across multiple audience segments & channels.
  • Developed social media influencer program to educate consumers about power measurement. Created video series with Dr. Allen Lim that went viral.

Professional Cycling Team Manager

ELITA/INTERSPORTS CYCLING
01.1998 - 12.2001
  • UCI-registered women's cycling team competing on the professional circuit. Recruited and managed athletes; optimized their training environment for success. Secured team sponsors, developed annual race calendar, managed support staff and oversaw budget.
  • Team ranked top 10 in UCI world ranking/top 3 in NA in 2000 and 2001.
  • Rider's race tested nascent PowerTap technology, proving out its value in a competitive environment. When Saris acquired the ground-breaking technology, the CEO recruited me to lead marketing at Saris.

Education

BA - Political Science

McMaster University
Hamilton, ON

Skills

  • Global Market Development
  • Sales Team Leadership
  • P&L Management
  • Strategic Thinker
  • Omnichannel Transition
  • Bilingual English/French
  • Power BI
  • Google Analytics
  • Advanced Excel skills
  • Contract negotiation
  • Negotiation expertise

Websites

Community Service

  • Cycling Canada, Board Member, 04/01/2012, 04/01/2015 Finance & Audit Committee
  • Leaside Girls' Hockey, Assistant Coach, 01/01/18, 12/31/20
  • Scouts Canada, Volunteer, 01/01/17, 12/31/20

Hobbies and Interests

  • Lifelong outdoor & travel enthusiast - cycling, skiing, canoeing, camping, and hiking

Industry Leadership

  • Bicycle Leadership Conference, Regular Attendee
  • Cycling Canada, Board Member, 01/01/12, 12/31/15, Finance & Audit Committee
  • Saris Gala, Organizing Committee Member, 01/01/05, 12/31/12, Annual fundraiser for bicycle advocacy in Wisconsin.

Languages

English
Native or Bilingual
French
Native or Bilingual

Timeline

Chief Commercial Officer

ROCKY MOUNTAIN BICYCLES
04.2020 - 12.2024

BUSINESS CONSULTANT

Self-employed
01.2019 - 03.2020

Executive Leader, Sales & Marketing

LOUIS GARNEAU
03.2012 - 12.2018

Vice President of Global Sales and Marketing

SARIS
01.2010 - 12.2012

Director of International Sales and Marketing

SARIS
01.2006 - 12.2009

Director of Marketing

SARIS
01.2002 - 12.2005

Professional Cycling Team Manager

ELITA/INTERSPORTS CYCLING
01.1998 - 12.2001

BA - Political Science

McMaster University

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