Women Involved: Jessica Klodnicki
My day job
is General Manager/Executive Vice President of Bell Helmets and Blackburn
Accessories, based in Santa Cruz, CA. I joined the company (and the
industry) 3 years ago. My role is to lead the entire business, but
heavily focused on product development, design, marketing and sales.
Prior to my current role, I was the Senior Vice President of Brand Marketing
for Mizuno USA – across the sports of running, golf, baseball, softball
volleyball. I had always wanted to be in the sporting goods category, but
I thought maybe it was too late or I was too old because the first part of my
career, I worked on a variety of categories outside of sports.
Here’s a list of what I did prior…
* Close
to 8 years at consumer products company, Newell Rubbermaid, who owned various
brands across many categories:
*Global Vice
President of Marketing and Product – Parker, Waterman and Rotring (all premium
pen brands). I was based and lived in the city of Paris, France for two
years.
*Group Vice
President of Brand Marketing – Dymo, Mimio, Endicia, CardScan – a collection of
office and classroom technology. I loved the people and the brands, but
this is where I learned that I was not cut out for the tech space!
*Vice
President of Marketing – Goody Hair products – I loved this business – I got to
work with a great group of people and a lot of fabulous women.
*The first 9
years of my career was with a family owned toy company called Kids II – they
market under the brand Bright Starts as well as many licenses with companies
like Disney. I started there fresh out of college as a Product Manager
working on baby footwear and progressed quickly and at a very young age to the
Vice President of Marketing.
*I went to
undergrad at the University of West Florida in Pensacola, FL where I got a
degree in Communications – Advertising and PR.
*I got my
MBA from Emory University in Atlanta, GA which is where I lived MOST of the
last 20 years except for my stint in Paris and my move here to Santa Cruz.
*I was an
avid marathon runner – ran 7 marathons, then I turned to triathlon. I did
tons of sprint and Olympic distance and one half ironman before I burnt out on
all the training. When I went to Mizuno, I spent most of my time running
and playing golf.
*Now of
course, I am obsessed with mountain biking. See more about the Girls Rock
group I started below…
*I am
married to my husband Dave who is a pilot for Delta Airlines and we have two
dog children – one 12 year old and one 10 week old who is going to be our
future trail dog!
*Besides
mountain biking – I love wine tasting and post mountain biking beer. The
4 places you will find me are at work, on the trail, in a winery or brewery or
at home/on the beach with our pups!
Bell Helmets
–
Blackburn
Design –
My riding
group – Girls Rock
When did you first start riding a
bike and what has motivated you to ride over the years?
I was an
avid marathon runner that wanted to cross train, so I started doing triathlon
in my late 20’s. That was really the first time I started riding a bike
since childhood. I actually tried mountain biking a couple of times with the
guys that I was training for triathlon with. It was exhilarating, but
totally scary. I knew nothing about technique and just followed them on trails
that were WAY above my skill level. So I was scared off from mountain
biking for over a decade. I competed in various distances including a Half
Ironman, but then I burnt out. I went away from riding for a few years while I
worked at Mizuno and spent most of my time running and playing golf.
Do you remember how you felt on your first mountain bike ride?
Do you remember how you felt on your first mountain bike ride?
When I
started my job with Bell and Blackburn and moved to Santa Cruz, I wanted to try
mountain biking again. People at the office kept inviting me to ride, but
I was scared and embarrassed. So, I secretly went to one of our local trails
and started riding it on my own on a really old bike. I wanted to ride
anonymously first before I went “public” with my riding! I fell in love with
the idea of riding in the woods, but when I really fell in love was the first
time I attended the Dirt Series Camps. I finally got the foundational skills
that I needed and got to ride on a demo bike. It was such a better experience
and that was when I decided I was hooked. I went out, bought a new bike
and I went out, bought a new bike and instantly felt the difference. Although they say “it’s not about the bike”, it’s not NOT about the bike. It most certainly made riding a MUCH more positive experience once I had the advantage of a new bike. I bought a beautiful red Santa Cruz Blur LT and it was like riding on a magic carpet! I was an instant convert – I knew I wanted to ride more and get better.
If you had nervousness at all,
what did you do or think to overcome it?
I was
totally nervous. I had learned to ride as a triathlete, where you tuck in an
aero position, pedal your bike, ride in a straight line as fast as you can and
absolutely avoid any sort of obstacles. Mountain biking is the exact opposite,
so when I got on the dirt, everything seemed scary, especially since my body
position was all wrong. I knew I had to learn the fundamentals in order to
enjoy it. That is why I originally went to the Dirt Series and then kept
going back to refine my skills.
Have you had any biffs that were
challenging for you on a physical/mental/emotional level? What did you do to
heal and overcome?
Yes—I had a
really bad crash that set me back. I decided I wanted to learn how to do
basic jumps and drops. I had so much fun learning in the safety of a grassy
field that I went on to the trail with too much confidence. I ended up
jumping off of something I never should have and crashed – knocked myself out,
broke my ribs, seriously hurt my hip and scraped up the whole left side of my
body. On top of that, when I went to the emergency room…someone clipped my
lock and stole my brand new bike. I was physically wrecked, mentally
rattled and, the worst part was that now I didn’t have a bike. Talk about
being kicked when you are down.
First, I had
to physically heal. Then, I had to get a new bike….though it was a good
excuse to upgrade to a 27.5. But, I definitely had to “ease” back in. It set me back from
pushing the limits and made me a little more conservative. I just had to get
back out there and ride and work the nerves out. I just had to spend time
in the saddle and rebuild my confidence. I also went back to Dirt Series to
keep working on my skills. I am a much better rider now, but I am hesitant
about jumping…
When you started out riding, what
were some handling skills that challenged you? Do you have any suggestions for
what helped you grasp them?
EVERYTHING
challenged me. I have realized that you have to pick a skill and just chip away
at it. Warning – no one should take riding advice from me….but,
recently I have been tackling high speed cornering and bunny hops. For both, I
did a session with a local coach with some other girls for a couple of hours
and just lazer focused on those two things. I am proud to report that my
bunny hop has progressed from a ½” to about 4”…sounds small, but was a big leap
over a couple weeks’ time. I have watched other folks and just tried over and
over in the parking lot before and after my rides.
High speed
cornering is a big one. I found myself going really slow in corners and
overusing my breaks. It would totally ruin the flow of my
ride. I figured out a different body position and where to put my feet and
it has allowed me to go faster and lay off the breaks while still feeling under
control. I actually got to apply some of my road bike skills – making sure
my feet and pedals were in the right position for balancing through the
corners.
Are there still handling or
technical riding aspects that you find tricky? How do you not let that drag you
down when riding?
I am willing
to ride downhill over almost anything and roll any obstacle while I am
descending… But, for some reason, less daunting obstacles on flat ground
or climbing up over them tend to trip me up. This is something I need to
work on next. There is this one darn metal pipe on one of our regular
rides that is a mental block for me. I used to feel bad if I had to pop
off the bike and walk an obstacle, but I have realized riding with other girls
– lots of people do it, there is no shame. And on some rides I feel better
than others. If I am having an off day, I’d rather be safe and be able to
ride the next day.
What do you love about riding
your bike?
I love
riding mountain bikes because of the incredible landscape you get to see and
the ground you can cover that you would never get to do on foot or in a car. I
love mountain biking in particular because it feels more like ‘playing’ than it
feels like working out. It’s hard not to feel like a kid when you get to
play in the dirt. I love burning some calories on the climbs (to make room
for post-ride beer…), but then I love ending on a fun descent. I love a long
ride where you are completely exhausted at the end, yet energized for having
done it.
I also love
riding my bike for transportation. It may sound corny, but there is
something so empowering about getting from point a to point b strictly under
your own pedal power. I ride my road bike to work some days and I have two
bikes that I use specifically for tooling around town, wine tasting and running
errands. Riding my bike to the grocery store actually makes me enjoy going
to the grocery store. I’d never say that if I were driving there.
Tell us about your bike(s), what
they are like and why did you choose them?
Juliana Furtado –SRAM Guide Brakes, Easton
Haven Wheels, 1x11 gearing. They call it Hella Yella, but I call it “The
Dirty Banana”. Awesome all mountain bike that is absolutely perfect for
riding anywhere in Santa Cruz. I bought it because I immediately fell in
love with it after a demo ride. It climbed like a dream and felt a bit
more like a Porsche than a sports utility vehicle. I had been lugging a
heavier, but cushier bike up hill and was tired of suffering on climbs.
And…I loved what the ladies were doing over at Juliana, so I really wanted to
support the brand.
Volagi Liscio – smooth riding road bike
that I added Easton carbon wheels to. I liked the design philosophy and
approach to building an “endurance” focused ride. I know everyone hates
the word ‘comfort’, but it really is comfortable on the road. This is what
I commute to work on – a nice ride UP the side of the Santa Cruz mountains past
horses and vineyards. We have really rutted roads around Santa Cruz, so it
is nice to have a cushier ride. I also recently got to try it on gravel –
swapped out the tires and did a ride that was on and off road. Super fun
and a little scary at first, but I can totally see what the fuss is all about
in regards to “gravel griding” and some of the other buzzwords happening right
now.
Yuba Boda Boda – this is my big, green
cargo bike that has two giant panniers and a platform on the back. I
wanted something to commute around town and be able to run errands with. Mostly
this bike gets used for trips to Whole Foods, Target and wine tasting across
town… It can carry a full case of wine no problem.
State Bicycle – This is my most recent
purchase! I love my Boda Boda, but I wanted something that was a little
more nimble for quick trips around town or the local brewery. I have some
cool Blackburn panniers attached. I am embarrassed to admit, but I
totally bought it because it has a bottle opener on the frame and a basket
designed specifically to carry a six pack.
We have a
one in, one out policy in our garage…I also just bought a Vespa last year, which sometimes takes the place of Volagi on the
ride work…But, there are so many different categories of bikes now. I feel
like I need more – a fat bike, a cross bike. I know I don’t “need” them, but I want them real
bad.
What clothing/bike accessories do
you love? What would you recommend to your friends?
Of course –
Bell Helmets! I have always used Bell even before I worked for the
company. I must match my helmet to my ride – meaning the type of riding
that I am going to do and to my outfit. I have a little wall of helmets to
choose from and I never ride without one.
Can’t live
without a dropper seat post ever again.
After
getting my bike stolen, I never leave home with a lock – or several locks!
I ride to
and from work at night sometimes, so I always have my Blackburn lights charged
up and ready to go.
Just
got my first pair of Shredly shorts and love them!
Tell us about Girls Rock and its
purpose-
When I
started riding more, I found it difficult to find people at the same level
as me to ride with. The guys at my office were all so much better than me
that I was intimidated to ride with them at first. So, I was just looking
for other girls to ride with. I spotted two girls that I had attended the
Dirt Series with in the parking lot of Emma McCrary trailhead in Santa Cruz and
we ended up riding together. As we rode together, we ended up gathering
more and more women. It turned in to an informal monthly ride – I’d send an
email out and 10 – 15 girls would show up. Next thing I knew, 25, then 70+ were
showing up. What I discovered was that there were so many other women like
me looking to ride with other women at their level. I also realized that
as a new rider, many people just aren’t sure how to navigate the sport, the
products, etc… So, I wanted to expose them to different brands, different
rides, different bikes – so that they could make more educated choices as they
developed as a rider. Our official mission is:
Inspiring
women to participate and progress in mountain biking by providing rides and
resources that are supportive, social, fun and confidence building.
Why do you feel it's important to
get more women involved with mountain biking?
Mountain
biking is a tough workout, but it is also really a lot of fun. It is a great
way to get fit, enjoy nature and play in the dirt. It is fun and social,
which is hard to say about a lot of sports. When I worked in the running
business, I saw the impact that women had on participation – more and more
women were opting in to the sport and it was one of the main reasons running
saw a boom in participation. As someone who was a recent newcomer, I totally
understand why women are intimidated by the sport – but it doesn’t have to be
that way. I want to help break down any perceived barriers to
participation in mountain biking.
What do you do to help women
overcome their nervousness with riding off-road?
Offering
rides that accommodate ALL levels so that people can start with a pace and a
technical level they are comfortable with. Don’t ever take someone out on
a trail that is above their skill level before they are ready. Encourage women
to go get professional coaching or at least help them learn the fundamentals
before they get out on the trail. Ease them in! The reason I did not start
mountain biking sooner in life was because I was taken on a trail that was WAY
above my skill level without having the fundamental skills. And it scared
me away from riding for 10 years!
What would be 5 things that you
would recommend or suggest for someone new to mountain biking?
*Go to a
mountain bike camp or get some coaching to learn fundamental techniques first
*Make sure
you ride on trails that are the right level for your riding – and if you do get
in over your head, don’t feel bad about walking sections
*Ride with
people that are similar to your level or willing to go at YOUR speed – don’t
feel like you need to keep up with people that are way above your skill. At
some point in your mountain biking, you will enjoy being “pushed”, but not so
much at the beginning!
*Make
sure you have the right gear, hydration and food – not having the right stuff
can ruin your ride. (Proper bike shorts, hydration pack and/or water
bottles, tools, nutrition.)
*If you
aren’t happy with your bike or if it is older technology – demo or rent a bike
so that you can really enjoy the ride, but make sure the bike FITS you.
Tell us a random fact about
yourself!
I interned
for the US Olympic Bobsled Team during my final year of college. I made $2.14
per hour plus room and board, but I got to live in the Olympic Training Center
in Lake Placid and live, work, play with the athletes that came through –
everyone ranging from Luge, Speedskating, Bobsled, Aerial Freestyle Skiers and
Biathlon. I still have a scar on my chin from an epic roller blading session with
the speed skaters.
What inspired you to get involved
with the cycling industry by running Bell Helmets and Blackburn Accessories?
There is
nothing more inspiring that working on a business in a category you are
passionate about. A recruiter called me about the role and I jumped at the
chance to work on such iconic brands (Bell just turned 60 years old last year
and Blackburn turns 40 this year), in an awesome industry in an amazing town!
What inspired you to get involved
with People for Bikes? What are some of the things you do with being on the
Board of Directors?
Their
mission is to get more people on bikes more often. We believe that more
people on bikes makes for a better world. A big part of what they do is
help facilitate building safe places to ride. So, I feel very aligned with
the mission and we as a company want to do anything we can to get more people
on bikes and create more places to ride. We have board meetings twice per
year to discuss important issues, we participate in things like the Bicycle
Leadership Conference and Interbike and we help lobby government
officials. I had the chance to go to the Capitol in Washington DC to meet
with legislators to discuss bicycle infrastructure and the role of the bike
industry.
Why do you enjoy being involved
with the cycling industry and why should women seek to be involved?
Again, there
is nothing more inspiring that working on a business in a category you are
passionate about. I think it is a virtuous cycle – more women riding
= more women in the industry = more great products for women = more women
riding!
What have you learned since being
involved with the industry? What would you like to see change?
It is a
really terrific business full of passionate people. It wasn’t easy coming
in as a female from outside the industry. I’d like to see more diversity
and more newcomers from outside the industry to bring some new thinking. I
think it would bring new perspective on how to get more people riding.
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