The Team Behind the Results.

Don is a principal of Tricycle and the creator of InsightsOutward (I/O), the platform that turns customer, partner and employee data into sustained and profitable brand loyalty. With deep roots in loyalty marketing technology — including prior leadership at ESC Loyalty and Kobie Marketing — he built the original I/O CORE Loyalty Platform and I/O Fabric application requirements framework from hundreds of implementations across retail, financial services, healthcare, entertainment, and travel industries, among many others. Environments where program failure has consequences that go beyond a missed marketing KPI. He remains the architectural authority behind every major I/O CORE release. The platform's depth is his career in code.

Randy founded Tricycle in 1996 and has been producing interactive media that motivates since 1989 — before the discipline had a name. In the decades since, he has built one of the most respected regulated-industry creative operations in the country, earning recognition from Johnson & Johnson and the world's five largest agency holding companies as a client of choice. A published thought leader on content marketing, consultative selling, and the cognitive science of brand decision-making, Randy brings to every engagement the conviction that strategy and execution are not separate disciplines. Tricycle's Studios capability is his life's work.

Adri runs the creative and operational engine of Tricycle as COO and Head of Studios. With a background spanning television production at WUSF-TV and the full arc of modern media production, she brings to Studios a standard of operational discipline that most creative agencies do not attempt. She built and manages the vendor network of 300+ regulated-industry specialists, the productivity benchmarks, and the quality review process that makes it possible to deliver 400+ concepting campaigns annually for J&J, 3M, and Becton Dickinson (BD). Her philosophy: creative excellence and operational precision are not a trade-off. It is a governed creative operation.

Kyle is the developer behind the InsightsOutward interface layer — the surface through which enterprise clients interact with the platform daily, including I/O Loyalty OS™, I/O Procurement Intelligence™, I/O Sovereign AI + Sage™, and I/O Creative Profiler™. Before joining Tricycle, he served as Clinical Director in precision ophthalmology, an environment where process discipline is non-negotiable and small errors compound fast. Kyle brings that same clinical rigor to the front-end architecture that governs B2C, B2B and B2E members across the I/O CORE Platform — bridging the gap between technical infrastructure and the Clients and Agencies who use it.

Michael brings 33 years of loyalty marketing and technology leadership to Tricycle. Before joining as President and CEO, he served as EVP of Merkle's Loyalty Solutions Group — one of the largest dedicated loyalty practices in the Dentsu network — and spent nine years as President of Kobie Marketing, leading its growth into one of the most recognized loyalty marketing agencies in the country. Earlier career roles at TSYS (ESC Loyalty) and BroadVision gave him a foundation that spans loyalty mechanics, financial technology, and enterprise software. He joined Tricycle because he had seen every incumbent in the market — and recognized that InsightsOutward was architecturally in a different category.