Who we are
MTB Hall of Famer. 4X World Champion. Race Director. Industry Exec.
Nat is a rebel-turned-innovator. Growing up in Colorado, he excelled at winter sports and motocross. He has competed in the X-Games, ITU and World Championship events. He has represented the United States in multiple sports. Nat prospered in events which had the most pain - he is a winner in Race Across America and several 24 hour mtb races. He is known as the “King of Pain.” Nat is the longest standing member of the Subaru/Gary Fisher UCI Cycling Team ( Team Subaru-Trek) known for being leaders in innovation. Nat was a champion of the 29” wheel in mtb, where he was briefly banned by the UCI for using the size. Ironically, he has since won UCI World Championships and proudly wears the number 29. He has channeled his passion for change and improvement as a race director and managing several market-leading brands including POC, Kask and Fizik . He lives in Bentonville with his wife Aimee.
Professor of innovation & sports entrepreneurship.
Christopher Mumford has a joint appointment at UNC - Chapel Hill and Wake Forest University. He leads innovation workshops in technology, healthcare and education. His current businesses include the Accelerator School , Joe Startup and Joe Startup Technologies (health care AI company). He works with fashion icon Alexander Julian in cycling wear. Mumford is also the cofounder of Launch Chapel Hill and 1789 Venture Lab. During the last 20 years, he co-founded several businesses in the US and Asia. Chris served in roles as CEO, CFO, COO, VP Sales and VP Design while raising over $30 million. He was an investment banker for 5 years. Chris lives in Chapel Hill with with his wife Joelle and two children. He came to mtb and cx cycling late in life after playing Division I soccer in college. He co-founded HammerCross, one of the largest US youth cx teams.