Former Pro Cyclist to VP of Product Development and Co-founder of The Last Best Ride | Jess Cerra

In this episode of Athletes to Entrepreneurs, Rob Finkelstein sits down with Jess Cerra—a former professional cyclist, entrepreneur, and current VP of Product Development, Quality & Community at Alete Active Nutrition (makers of SaltStick).

Jess shares her powerful story of transitioning out of elite athletics into entrepreneurship, advocacy, and impact-driven leadership.From overcoming injury and identity loss to launching businesses and scholarships, Jess opens up about the importance of mentorship, alumni support, and building networks that last beyond the finish line. Her passion for elevating women in cycling and creating inclusive communities shines through every step of her journey.Together, Rob and Jess explore how athletes can prepare for what’s next, the real value of financial literacy, and why giving back is one of the most meaningful ways to grow after sports.This episode is packed with insight, authenticity, and encouragement for anyone navigating life beyond athletics.---🔑 Key Takeaways:- Transition with Purpose: Jess’s journey shows how to navigate identity shifts and find new passions after competition.- The Power of Networking: Strong connections—especially within the alumni and cycling communities—can shape career paths.- Mentorship Matters: Support from those who’ve walked the path before you is invaluable during big transitions.- Prepare Early: Athletes should start building their personal brand and business skills before they retire from sport.- Financial Literacy = Freedom: Understanding money and planning for the future is a must for long-term success.- Community Fuels Growth: Surrounding yourself with people who believe in you is one of the greatest assets you can have.- Give Back to Move Forward: Through The Last Best Ride and scholarships, Jess is paying it forward to support young women.- Endurance Sports Need More Unity: There’s untapped potential in collaboration across cycling and other athletic disciplines.--- About Jess Cerra:Jess Cerra is a former pro cyclist turned entrepreneur and the Vice President of Product Development, Quality & Community at Alete Active Nutrition, home of SaltStick. She's also the co-founder of The Last Best Ride, a non-profit gravel cycling event based in Whitefish, Montana, dedicated to promoting inclusivity and offering scholarships for young women athletes. Jess is passionate about performance nutrition, athlete wellness, and building communities that support athletes beyond their competitive years.---Connect with Jess Cerra:- Instagram: [@jesscerra](https://www.instagram.com/jesscerra)- SaltStick: [www.saltstick.com](https://www.saltstick.com/)- The Last Best Ride: [www.lastbestride.com](https://www.lastbestride.com/)---Connect with Alumni Direct:At Alumni Direct, we’re helping athletes like Jess—and like you—transition from sport to life with the resources, community, and connections you need to succeed.📸 Instagram: [@AlumniDirect](https://www.instagram.com/alumnidirect)💼 LinkedIn: [Alumni Direct](https://www.linkedin.com/company/alumnidirect)📘 Facebook: [Alumni Direct](https://www.facebook.com/alumnidirect)You’re more than an athlete. And your next chapter could be your best yet.#AthletesToEntrepreneurs #JessCerra #LifeAfterSports #CyclingCommunity #AthleteEntrepreneurs #AlumniSupport #AthleteTransition #FinancialLiteracy #MentorshipMatters #TheLastBestRide #GiveBack #AlumniDirect