Behind the Scenes with H-Mac: 11 Years of Fun, Laughs & Good times
If you’ve ever crossed paths with WTB’s marketing machine, chances are you’ve felt the impact of Heather McFadden—aka H-Mac. For over a decade, Heather has been the glue that holds together global marketing operations while keeping the stoke high and the gummy bears stocked.
As WTB’s Director of Marketing, Heather wears more hats than a crowded bike rack at Sea Otter Sierra Nevada booth—events, trade shows, digital campaigns, global launches, website wrangling, SEO strategy, email blasts, content creation, and just about everything in between. Oh, and did we mention her role as Chief Cat Herder? Yeah, that’s an official title around here. Yup, thats Heather cleaning up the warehouse after event season with co-cleaner and Sports Marketing Manager Becky Gardner.
From Budget Chaos to Launch Coordination
Ask Heather about her biggest contribution to WTB and she won’t even flinch:
“Implementing a global budgeting process across the U.S. and Europe. Before that? No budgets. Now it’s streamlined, dialed, and effective.”
But her real superpower? Making sure WTB never launches a product without having it ready to ship—a skill that only comes from years of hustle and global coordination.
The Real Magic of WTB
What keeps Heather here after 11 years?
“It’s the people. It’s the family vibe. We ride together, camp together, cook together. There’s a bond at WTB I’ve never felt anywhere else.” (See pic below of VP Gary Gleason and Mark Weir at Lost and Found cooking for over 1200 riders with the Sierra Buttes Crew).
It’s that community-first spirit that makes WTB tick—and Heather is a big part of why that culture continues to thrive. I have met some of my best friends through WTB, for example, the TDS crew has become family. This wouldn't have happened without WTB.
H-Mac’s Take on What Makes WTB Different
Unlike some brands, WTB isn’t backed by automotive giants. Yet, thanks to Heather and the team, the brand maintains a massive global presence through smart storytelling, quality products, and a whole lot of grit but with a small family style vibe.
Heather is especially excited about WTB’s NanoAir TPU tubes, which not only reduce waste but free up space in your pack for—you guessed it—more snacks.
Favorite Saddle, and Trail Snacks
Heather’s all-time favorite WTB product?
The Deva Saddle. In fact, it’s what brought her to WTB after her time at Specialized.
“I tested a bazillion saddles and always came back to my Deva. You could call it an ass hatchet and I’d still love it.”
She’s also partial to Haribo gummy bears and Chomp beef sticks—because every trail needs a sweet and salty balance.
Favorite Bike(s)? Plural, Of Course.
Heather’s go-to rig is her Marin Alpine eMTB, dialed with custom Groundkeeper decals and all the feels of her old DH racing days. But when she’s not shredding on two bicycle wheels, she’s buzzing on her new two stroke—her Beta 300 dirt bike has become her new obsession.
Off the Trail with Heather
When Heather isn’t organizing global marketing campaigns, or dialing in launch strategies, or working an event, you’ll likely find her soaking up the outdoors. Whether it’s a spontaneous weekend camping trip, exploring new places to ride or chasing adventure on her dirt bike. Heather thrives in motion. From Board meetings for her favorite non-profit to weed whacking up at the West Point Inn as a volunteer. Heather thrives in motion.
Shiloh: The Queen of the Trail
If you’ve ever been to a bike event with WTB, there’s a chance you were greeted by a wagging tail and a very important four-legged team member—Shiloh, Heather’s dog and unofficial mascot of Marin Bikes and WTB.
Heather and her husband Matt adopted Shiloh when she was just six months old, and she’s been along for the ride ever since. Now nearly 14 years old, Shiloh has logged more miles, office days, trail days, and event booth appearances than most of us could dream of. From camping trips to ride days, she’s been a constant source of joy, loyalty, and trail stoke.
“She’s a queen,” says Heather. “She’s been in the industry for 13.5 years. Started at Specialized, moved to WTB and Marin. She’s seriously the spirit stoker wherever she goes.”
Final Word from H-Mac
“I feel lucky every day. I get to talk bikes, build rad things, work with people I call family, and travel to epic places—all because of bikes. How cool is that?”
Stay tuned for more behind-the-scenes stories from the people who make WTB what it is. Until then, if you see H-Mac at an event, say hey!