New Leadership Brings Expanded Vision to Powerful Profitability Initiative

National Bicycle Dealers Association (NBDA) is excited to announce the appointment of Bill Miller as the new Coordinator of the P2 Program, the industry’s leading retailer performance group designed to support profitability, leadership, and sustainable growth for bicycle retailers across North America.

The P2 Program, which currently unites over 90 retailers, empowers participants through expert coaching, in-depth benchmarking, and peer accountability. As Coordinator, Bill Miller will join NBDA Executive Director Heather Mason in facilitating group sessions, guiding participants in strategy refinement, and enhancing the program’s long-term impact.

“P2 is more than a business group—it’s a proven system for retailers serious about making money, building team culture, and growing sustainably,” said Heather Mason, NBDA Executive Director. “Bill’s depth of experience in both global brand strategy and shop-level retail is an incredible asset to our program and members.”

Full Circle Journey Through Bicycle Retail

Bill Miller brings a rich and diverse background to the role. Most recently, he served at Giant Bicycles USA where he led the corporate and retail training program, supporting store performance and internal staff development. He also played a key role in developing and expanding the Sprockids youth cycling program globally.

Prior to his work with Giant, Miller contributed to product innovation and development at Trek Bicycles. He also completed projects with HED Cycling Products and worked with the Giant Group global team as a category manager, overseeing market research, product development, and cross-functional collaboration across departments and supply chains. His career began in retail, where he learned firsthand the importance of customer service, attention to detail, and high-value service experiences that drive repeat business and loyalty.

“I am thrilled to be part of the NBDA team and look forward to supporting the growth, development, and collaboration of P2 retailers throughout the USA and Canada. I started my career in retail and am excited to be closer to it again after so many years on the brand side of the bicycle industry.”- Bill Miller, NBDA

Current P2 Members Continue to Speak to the Real-World Impact of the Program

“P2 has helped me evaluate my service department operations and pricing as well as staffing needs—and has added about $20K to my bottom line in one year alone.”
— Gillian Forsyth, BFF Bikes

Experience P2 Firsthand

Retailers interested in joining the P2 Program can now sign up for the full program or participate in the upcoming 3-Month Trial starting in September. Both options offer the opportunity to collaborate with other retailers, track key business metrics, and gain the tools needed to improve profitability and long-term success.