Cycle for Survival (A)

Katie Kotkins, director of Memorial Sloan Kettering Cancer Center's (MSKCC) Cycle for Survival fundraising event, had to determine the best avenue for continuing the event's success and momentum after its founder, Jennifer (Jen) Goodman Linn (HBS '99) passed away from MFH sarcoma. Jen and her husband, David Linn (HBS '00), had founded Cycle for Survival in 2007 as a way for Jen to give back to the community of doctors that had treated her since her diagnosis in 2003.

The indoor cycling event had grown rapidly, and increased fundraising from $250,000 in 2007 to $4.7 million in 2011. After the event's second year, Jen and David made the decision to hand over control to MSKCC, partner with Equinox, and expand the event's fundraising efforts. At the time of Jen's passing Kotkins was focused on the 2013 event, but was faced with a series of strategic questions after losing the event's face and inspiration.