Livestrong — a one-of-a-kind case study in branding, PR, advocacy and damage control — has lost its long-time CEO Doug Ulman.
Ulman’s 14 years at Livestrong included both a period of stunning growth fueled by Lance Armstrong’s seven Tour de France victories and the little yellow $1 bracelets that helped carry an aggressive message about beating cancer and a subsequent descent as rapid as any of Armstrong’s own Alpine passes.
Ulman will take his talents to Pelotonia, an organization in Columbus, Ohio with a very similar mission. Pelotonia is successful in its own right, having raised more than $60 million through bike rides. (The money helps fund research at The Ohio State University Comprehensive Cancer Center – James Cancer Hospital and Solove Research Institute.)
This is a good move for both Ulman and Livestrong, because Ulman literally gets to leave town (Austin) and put the best of what he knows to good use. The cancer community will never hold what happened in France against him, and there’s no one more experienced in managing the operations of non-profit driven by cycling.
Livestrong gets to move on too.