Rodale Inc Names Peter Flax Editor-in-Chief, Bicycling and Editorial Director, Mountain Bike

Emmaus, PA and New York, July 21, 2010—Rodale Inc. today announced that Peter Flax has been named Editor-in-Chief, Bicycling and Editorial Director, Mountain Bike effective July 26. Flax, who for the past three years has served as an Executive Editor of Runner’s World, replaces Loren Mooney, who has resigned from Rodale to pursue other opportunities. Flax will report to David Willey, SVP/Editor-in-Chief, Runner’s World and Editorial Director, Bicycling and Running Times, and he will be based in Emmaus, Pennsylvania.

“Peter is a uniquely talented editor and accomplished cyclist who understands the importance of service journalism, ambitious storytelling, and superb design and photography—the bedrock values of a successful magazine,” said Willey. “His high-level experience working at two ambitious vertical Rodale brands has deepened his understanding of and connection to readers of all levels, from newbies to the rabid core. He will bring added editorial excellence to Bicycling and Mountain Bike magazines, and we are looking forward to seeing him take these brands in new and exciting directions.”

Prior to joining Runner’s World, Flax was Executive Editor at Backpacker, where he helped lead a redesign and reconceptualization of the magazine, playing a key role in three National Magazine Award wins, including one for General Excellence in 2008. Flax also worked as a senior staffer at two Time Inc. titles, Health and Hippocrates magazines.

Flax has been cycling passionately for more than two decades. He has biked cross-country and has raced road bikes for the past five years. He has also written for Bicycling since 2004.

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About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the health and wellness of the individual, community, and planet. Through a broad portfolio of leading media properties, Rodale reaches more than 70 million people around the world through multiple distribution channels, including magazines, books, online, e-commerce, direct-to-consumer, and video. The company publishes some of the best-known health and wellness lifestyle magazines, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, Running Times, and Organic Gardening, and is the largest independent book publisher in the United States, with a collection of bestselling titles, including Al Gore’s Our Choice, Flat Belly Diet!, and Eat This, Not That! Rodale is also a leader in direct-response marketing and has more than 25 million active customers in its database.

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Manager, Communications, Bicycling Nick Sowards 212-573-0243
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