New bike event could double cancer research funding at The James
NetJets, the private-jet charter company, is one of the most successful corporate entities in Columbus.
But its executives faced a tough decision: They were being wooed to bring their operations elsewhere and had to decide whether to pull up stakes or to commit here for the long haul.
In the end, they decided not only to stay but to make an even greater commitment to the community than they already had.
The same day last spring the company’s chairman and CEO told employees they were expanding Columbus operations, they announced a $12.5 million donation to The James Cancer Hospital and Solove Research Institute that would create a unique fundraising event — a bicycle marathon that would benefit cancer research for years to come.
That’s how Pelotonia was born.
The name Pelotonia is derived from and inspired by “peloton,” a cycling term describing a pack of riders who benefit from working together as a group. “Just as a peloton enables a group of riders to be more successful against rogue individual riders, Pelotonia will enable the community to be more successful in its fight against cancer,” said Tom Lennox, Pelotonia’s executive director.
This peloton started with a chance meeting.
“NetJets and Ohio State came together in one of those coincidental ways that seems more than just coincidence,” Lennox said. “Daniel Rosenthal of the office of the chairman at NetJets was introduced to Michael Caligiuri, CEO of The James, when both of their operations had some specific needs and desires.
“If you look at how this disease works, 1 in 2 men and 1 in 3 women will be touched by cancer, so The James is a growing business with growing needs and Mike was looking to some unique ways to increase his fundraising. At the same time, NetJets was looking for a way to make a difference in the community and increase its visibility locally.
Both Rosenthal and Caligiuri are avid cyclists who had seen the effectiveness of an event in Boston called the Pan-Massachusetts Challenge, which benefits the Dana-Farber Cancer Institute in Boston. That 29-year-old event has grown from a group of less than 30 riders in its first year to one that raised more than $70 million over the last two years — a number that would double the research effort at Ohio State.
The difference with Pelotonia is the NetJets gift, which means that 100 percent of every dollar riders raise will go to The James from the start rather than using any portion for administrative costs. The Pan-Mass Challenge reached the 100 percent level for the first time this year.
“This is a long-term investment in one of the world’s leading comprehensive cancer centers,” Rosenthal said. “Our intent is to invest in a new experience that can attract additional funding far above and beyond the initial investment and which lasts into perpetuity.”
The goal for the first ride, which will happen this autumn, is to attract more than 2,000 riders and 1,000 volunteers and raise $4.5 million, and increase those numbers steadily to raise $40 million over the next five years.
But to do that, the event must be more than just a bike ride.
“Pelotonia is more than just an event,” Caligiuri said. “The challenge and the cause will draw riders and supporters from across Ohio and well beyond, spreading awareness about our shared battle against cancer. Pelotonia will not be simply a fundraiser; it will be an intense and memorable experience, having a profound impact on participants and patients alike.”
The routes have not yet been finalized, but will include a single-day 50-mile loop and a two-day 190-mile tour. The event will include a “century” ride, at least 100 miles in a single day, with an overnight stay and ride back to Columbus.
“We’re looking at this as a business, not just a fundraiser but a brand, an experience for our customers,” Lennox said. “Since it’s seeded with capital, it gives us the ability to take everything we generate and donate it right to the James. It’s the most efficient charity you could find, and that’s what cyclists can use to sell it as they gather their donations: We can take those modest donations—$50 here and $100 there—and it adds up very quickly to a really meaningful gift.”
Lennox and Caligiuri got a first-hand look at the potential of Pelotonia when they rode together in the Pann-Mass Challenge in August. “The streets everywhere were lined with spectators, it really was a festival atmosphere,” Lennox said. “But everyone was very aware what the event truly was all about. I swear, no less than 1,500 people told me ‘thank you’ because they understand it’s about fighting cancer, and that’s something everyone can get behind.”
