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NEW ORLEANS —, a leader in forward-thinking association content and a network of innovative leaders, announced Jan. 13 that it will boldly head into 2021 with a new name: Sidecar. 

As Sidecar, the company’s goal — to help leaders grow the skills they need to lead their member organizations with purpose — has not changed. But it has gotten a major upgrade thanks to a thorough and thoughtful rebranding, and added content features for its members.

With the new name, Sidecar unveils a new website. This website,, is the new home for the educational and inspirational content the organization has always published, including its blog featuring the latest leadership ideas and insights from the association industry and beyond. 

Sidecar will continue to host its popular three-day virtual conference, SURGE, which in 2020 featured speakers like David Meerman Scott, Alexander McCobin and Dr. Jo Boaler. That event saw registration from more than 1,600 purpose-driven leaders interested in growing themselves and their organizations, and it only stands to grow as SURGE presented by Sidecar. 

Sidecar’s dedication to virtual workshops, which offer actionable lessons and unparalleled community engagement, remains constant. In January, after her book helped chart the course for Sidecar’s own rebrand, Sidecar will welcome Alexandra Watkins, the author of “Hello, My Name Is Awesome,” to share her expertise during a live workshop on creating “names that stick.” 

Members of Sidecar, who themselves represent a growing community of purpose-driven leaders empowered through Sidecar’s course content, video archive and virtual networking opportunities, will keep uninterrupted access to their progress and resources. As Sidecar grows, so, too, will the tools and ideas Sidecar members can utilize, such as in the Learning Library, a new resource within Sidecar membership that offers a one-stop shop for handouts, worksheets and eBooks from our entire archive of content. 

“It’s been difficult to keep quiet about our transition to Sidecar because of all of the amazing ways this change will empower us to grow now and in the future,” said Sidecar general manager Chelsea Brasted. “We are constantly thinking of new ways to serve our members, and that really comes from our team’s dedication to creating resources and content that always prioritizes leadership and evolution. Becoming Sidecar meant taking a bold step — and that’s exactly the kind of thing we encourage leaders to do all of the time in their own organizations.” 

Sidecar membership is available to individuals for $197 per year, but team memberships for teams of five people or more are also available. Team membership pricing is customized to each organization, ensuring every staff has the access they need to empower growth and strategic thinking. 

Contact the Sidecar team at with questions or interview requests. 

Sidecar Staff
Post by Sidecar Staff
January 11, 2021
At Sidecar, we create the professional development tools a leader needs to grow their career and their purpose-driven membership organization, like associations and nonprofits. The skills you’ll learn within our growing community, interactive workshops and from our step-by-step courses will drive innovation, empower strategic thinking and institute cultural changes wherever your career takes you.