Dedicated Athlete is taking the “think globally, act locally” edict to heart.
Along with a revamped, more-user-friendly website, the well-known sports nutrition company will break new ground in the fight against illegal doping in March, unveiling a first-of-its-kind program that allows customers to make direct donations to the non-profit Cycling Ethics Foundation.
The progressive program will be run through Dedicated Athlete’s new online store, where customers will be able to contribute to the anti-doping fight simply by clicking on the appropriate button on the checkout page. The amount of the donation is strictly up to the individual. But no matter the size, every penny will be turned over to the Cycling Ethics Foundation.
“It’s the right thing to do, period,” answered Dedicated Athlete founder and CEO John Gamble when asked why he was spearheading the new program. “When I first started this company, I started out with a product, EP-NO, that made an anti-doping statement. Now I want to do more than just say I support clean sport, and that’s why I’m taking action.”
For those unfamiliar, the Cycling Ethics Foundation is a California-based non-profit agency whose mission is to increase public awareness about the importance of fair and ethical play in sport. The foundation’s goal is create a level playing field at all competitive levels, and counsel athletes on all issues relating to the pitfalls of using illegal performance enhancing drugs.
“Other companies have explored opportunities, but Dedicated Athlete is the first company we’ve actually done a promotion like this with,” explained Scott Fennel, vice president of marketing for the Agency of Cycling Ethics, which works closely with the Cycling Ethics Foundation. “We are thrilled and excited that a company in the business of sports and sports nutrition is willing to take a stand alongside us in the anti-doping movement, and fight for drug-free sport.”
The Cycling Ethics Foundations works independently but closely with the Agency for Sports Ethics, parent company of the Agency for Cycling Ethics. ACE, as it’s better know, protects sponsor investment in professional cycling through an innovative anti-doping program, and an accountability business model that holds all stakeholders responsible to each other.
Professional continental cycling team, and Tour de France wild card hopeful, Slipstream-Chipotle is among the teams that are employing this pioneering program.
Fennel says the Agency for Sports Ethics is looking to expand their sports relationships, and is in advanced discussion with both triathlon and track and field.
“Our long-term vision is to take this model and apply it to every major sport,” said Fennel, a former intellectual property attorney who is well versed in strategic planning, brand management and cross promotions. “We want to share our anti-doping knowledge with high schools, colleges, and professional and amateur athletes of all kinds. Our mission is to restore all sports to a point that holds participants accountable in and out of competition.
“We are taking the traditional message and flipping it on its head. We feel that if people act responsibly they will be rewarded.”
That’s a message we can all agree on, and certainly one Dedicated Athlete supports.
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