In 2012, Cycle for Survival was a fast growing and successful national indoor spinning campaign at Equinox gyms that raised funds for rare cancer research at Memorial Sloan Kettering. As fundraising dollars were increasing year after year since the inception in 2007, a true sponsorship program was lacking, especially in key categories that were becoming a significant burden for the organization.

• WCPG was hired to put together the infrastructure of a partnership program for Cycle for Survival including partnership deck, packages, valuation, and target lists. Additionally, WCPG led the outreach for new sponsorships.

• WCPG created partnerships with New Balance, who was announced as the first event official apparel partner of Cycle for Survival in 2014 outfitting the near 40,000 participants in New Balance gear as well as creating a cause product cycling shoe with proceeds going back to Cycle for Survival. Additionally, WCPG also locked in partners such as ESSENTIA Water, Tag Heuer and Custom INK as signature sponsors of the campaign resulting in $5M+ over the course of the respective partnerships.

• The New Balance partnership lasted 8 years, Tag Heuer 4 years while Essentia and CustomInk are still ongoing, respectively.