Helping a pro cyclist recover from a crash and complex wage loss
Wham! The car took out the cyclist. When the driver got out to see what had happened, they had no idea the cyclist was a big deal. It appeared to be just another spandex-clad rider in the Sonoma countryside, an unfortunate but all too frequent event. For professional cyclist Alison Tetrick, what started out as a typical day in her office — moving a bike across the landscape — was ended abruptly by the driver’s carelessness.
Alison Tetrick putting in some time at the office.
Rewind to 2010: Alison’s professional career was nearly derailed when she was crashed out during the Cascade Cycling Classic, sustaining serious injuries. While most of the energy was focused on her fractures, it was the head injury that lingered. A determined professional, Alison worked past the injury, ultimately making a good recovery despite a prolonged foggy phase, and returning to racing in a huge way. Her major wins since the 2010 crash include the Gravel World Championships (three years in a row!) and Unbound (America, and perhaps the world’s, biggest gravel race). Alison also weaves in mentoring through the National Interscholastic Cycling Association (NICA) and riding with U19 competitors.
Back to the scene of the car-on-bike crash: As Alison lay on the ground in the Sonoma countryside she went in and out of consciousness. An unfortunate consequence from prior head injuries is a geometric increase in harm. What might be a minor concussion for a first-time head injury can have far more profound consequences for someone with a prior serious traumatic brain injury.
“Working with Bicycle Law gave me and my husband peace of mind at a time when we needed it most. No one wants to get that call from the side of the road, but Bicycle Law was the first call we made from the emergency room. It was so scary, but we felt seen, heard, and supported. They truly understand what it means to be a cyclist — not just legally, but personally — and I’d recommend them to any rider who wants someone in their corner who actually gets it.”
Alison Tetrick, professional cyclist
Alison also knew that her income depended upon her physicality. This includes more than just racing and placing. Alison is among many of the modern professionals (see inset) who have mastered content creation, drawing in those eager to follow her story as well as sponsors willing to support her. All this could come crashing down with the actions of one careless driver. All of this is also a complex wage loss presentation, and not one a typical insurance adjuster would be willing to entertain.
Alison reached out to Bicycle Law. We were able to take over the claim, allowing her to direct her energy toward healing. We gathered historical information on social media engagement and growth, mapping that to post-collision economic effects. Since social media engagement is key to Alison’s personal brand and pricing for sponsorships, Bicycle Law was able to show how the crash impacted earnings. A similar approach was used to show the economic impact on training and related performance at events. These economic losses helped us arrive at a swift and favorable resolution with the insurance company.
Alison leaned into the crash, making her recovery part of her narrative. Fast forward and she has fortunately made excellent progress, remaining a force to be reckoned with.
Want to know more about Alison? Check her out on social:
Instagram / Strava / LinkedIn / Facebook
Content with more: Professional cyclists in the modern era
There was a time when professional cycling meant racing, being beholden to a team, contracts, and endorsements, and hoping one finds a way forward as one’s speed declined. Those who succeeded oft-times saw their names on frames. But most moved on to a second phase, one beyond bikes.
The modern era has seen a shift, and that shift has been one of the few areas where social media shines instead of detracts. Cyclists have been able to shift the power dynamic, becoming powerful storytellers as well as professional riders. Their content creation affords them the opportunity to live comfortably in between major wins, ride out crashes and setbacks, and stand behind products they believe in. For the modern professional a like, share, or purchase is more than a finger tap in a feed — it is food on the table. So for those of you loving the viral moments in your scroll don’t forget to show some love to those doing the do!
Have you or someone you know been involved in a bicycle crash? Want to know about your rights? Are you a lawyer handling a bicycle crash who wants the best result for your client? Contact Bicycle Law at (866) 835-6529 or info@bicyclelaw.com.
Bicycle Law’s lawyers practice law through Coopers LLP, which has lawyers licensed in California, Oregon, and Washington state, and can affiliate with local counsel on bicycle cases across the country to make sure cyclists benefit from cycling-focused lawyers.