Marketing Matters: April 3, 2019

Born and raised in London, Michael Lock, 52, is the man responsible for transforming what was
previously the best kept secret of American motorsports into an accessible, dramatic and
entertaining sporting event

After college, Lock began his career working for Honda UK where he fulfilled a variety of positions
in their sales, marketing and communications departments. Starting in 1990, Lock worked for the then-relaunched Triumph Motorcycles, where he established a network of importers across Europe. Three years later, Lock led the establishment of Triumph America in Atlanta.

Lock served as Managing Director of Ducati UK. He served as Ducati North America’s CEO for close to a decade, building numbers until the region became Ducati’s number-one market globally.

As the CEO of American Flat Track, Michael Lock has transformed a once stagnant motorcycle racing series into a now thriving sports entertainment enterprise.
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Todd Ballard has served as GoPro’s Vice President, Chief Marketing Officer since March 2018, Head of Global Marketing from May 2017 to March 2018, Vice President of Sports Entertainment Marketing from May 2015 to May 2017, Senior Director of Lifestyle Marketing from December 2014 to May 2015, and Director of Global Sports Marketing from May 2011 to December 2014. Prior to joining GoPro, Mr. Ballard served as President and Founder of NXTAgency from March 2003 until May 2011. Before that, Mr. Ballard was Brand Director at X Concepts from 2001 until 2003, VP Sales/Marketing at YRide.com from 2000 until 2001, and Director of Marketing at Osiris Shoes from 1998 until 2000.
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Tim Reed oversees the creative development and day-to-day operation of the X Games
franchise. This includes the programming, production and distribution of X Games content
– both for X Games events and year-round World of X Games programming, oversight of
digital and social content and direction of X Games events.

In his current role, Reed has led the development and integration of youth lifestyle elements
into X Games events including music, lm, photography and art experiences created to
serve the youth action sports audience. Reed also led the launch of the World of X Games
show which is now entering into its third full year of programming on ABC. Reed was also responsible for overseeing the recent successful relocation of the X Games
summer event from Austin to Minneapolis, bringing an event back to Norway for the third
consecutive year, and introducing a rst-ever event to Australia with X Games Sydney in
2018.

In 1997, Reed started his career at ESPN as a sports & competition intern. He worked a
variety of sports, operations and content development positions. Throughout his career,
Reed has been integral to the planning and execution of over 50 X Games events around the
world.

A graduate of Yale University, Reed earned a Bachelor of Arts degree in History.
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“I’m a journalist with more than a decade of experience in television, magazines, newspapers, radio and digital (web, email, mobile and social media). My skills include managing editorial teams, developing brand voice and increasing organic audience.”
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