To say that Ric is passionate about fitness and healthy competition is an understatement. He entered competitive cycling as a teenager and moved up the USCF ranks, eventually qualifying as a Category 2 Road and Track racer. A serious car accident at 20 didn't hold him back, and he eventually qualified for the US Paralympic Cycling Team. He has spent 25 years racing as a USA Cycling Category 3 Road Cyclist, while also coached cycling teams and frequently attending European Pro stage races.
He applied the same focus and commitment to his remarkable career in advertising. After 13 years in the "big" agency world, Ric earned his Master's degree at Northwestern's Kellogg School of Management, and then helped found Plan B in 1998. The vision was simple: create an agency alternative that defied the outmoded models of advertising. This guiding principle is still in play today, as evidenced in work on high-profile accounts such as Bally Total Fitness, Wilson Sporting Goods, Gorilla Sports, and Keiser Fitness. With a national Addy, a Clio and three New York Ad Club National Advertising Awards on the shelf, the industry has acknowledged that his hard work continues to pay off.