Issue:  Vol. 48 / No. 11 / 15 March 2018

AIDS/LifeCycle gets new director

AIDS/LifeCycle, the annual fundraising bike ride from San Francisco to Los Angeles, has a new director.

Greg Sroda, 38, (seen at left) will start his new position September 19.

Sroda’s participated in the ride for 13 years – including five as a cyclist – and described the event, which benefits the San Francisco AIDS Foundation and the L.A. Gay and Lesbian Center, as “a life-changing experience.”

“Having gotten involved for so many years, you see how a group of individuals can come together and really create something special,” Sroda, who lives in San Francisco and is openly gay, said. “It really does something for their communities. … For me, it’s the same thing. It’s helping people. It’s coming together in this amazing community to really make a difference.”

Sroda noted that the 2011 ride, which marked the event’s 10th anniversary, raised a record $13.1 million. He said he aims to continue the momentum “and make sure we’re continuing that legacy that’s been there for so many years.”

Most recently, Sroda has worked as operations director for Gap, Inc. He’s also worked for Crate and Barrel and Accenture. A San Francisco AIDS Foundation statement said Sroda has “a strong track record of boosting sales and revenue while reducing operational expenses.”

“Greg’s many years in the private sector equip him with the skills required to manage people, finances, and the complicated logistics of AIDS/LifeCycle,” San Francisco AIDS Foundation CEO Neil Giuliano stated. “More importantly, his history with AIDS/LifeCycle means he knows us. … He knows our culture, and he knows how to get the job done.”

L.A. Gay and Lesbian Center CEO Lorri L. Jean stated she’s admired Sroda’s commitment for years, adding, “He’s got the kind of energy and commitment we need to capitalize upon the extraordinary momentum of AIDS/LifeCycle 10 and raise funds that are critical to our ability to care for people with HIV and AIDS and prevent the spread of the disease.”

In addition to being a rider, Sroda has been a volunteer roadie eight times, and he served for five years as captain of the team responsible for “Rest Stop 4.” He was a top roadie fundraiser for four years.

Terry Clark, 35, took part in the LifeCyle for the first time in 2003. He’s known Sroda for about six years. He said he’s “very excited” for Sroda, and for the ride.

Sroda’s “such an amazing presence on the ride itself,” Clark said. “He’s always very composed, and he knows exactly what to do and say, even in hard situations where there’s a lot of traffic. … He’ll be a good ambassador for the ride to the public.”

Sroda’s also participated in AIDS Walk San Francisco and has volunteered with other San Francisco-based nonprofits, including Project Inform, Pets Are Wonderful Support, San Francisco Food Bank, and National AIDS Memorial Grove.

He declined to state his salary or his HIV status. San Francisco AIDS Foundation spokesman James Loduca said Sroda’s salary will be $120,000.

Loduca said Michael Barron, the previous LifeCycle director, left after the completion of this year’s ride to accept a position at the fundraising events producer CauseForce.

Barron’s LifeCycle salary had been $112,000, Loduca said.

— Seth Hemmelgarn, August 19, 2011 @ 5:34 pm PST
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