pedal expands team with addition of faith broderick, strengthening mission to support independent retailers

Washington, D.C. – October 23, 2025 – Pedal, the Washington, D.C.–based commercial real estate advisory firm dedicated to empowering independent and start-up retailers, today announced the addition of Faith Broderick as General Manager. Broderick brings more than a decade of urban planning, economic development, and place-based consulting experience to Pedal, expanding the firm’s capabilities to serve BIDs, economic development offices and other place-based professionals who share the mission of helping small businesses navigate the complex retail real estate landscape.

“Faith’s background in both community development and retail makes her a perfect fit for Pedal,” said Abby Davids Rocha, Pedal’s co-founder. “She understands first-hand the pressures facing brick-and-mortar entrepreneurs and has spent her career building the kinds of neighborhoods where independent businesses thrive. Her leadership will allow us to deepen our work at the intersection of retailing and placemaking.”

Broderick grew up working in her family’s gift shop in New York before embarking on a career in urban planning and economic development. She has held roles with the DC Government, the Georgetown Business Improvement District and other urban place management organizations supporting local retailers through initiatives ranging from land use and permitting to public policy incentives and main street revitalization.

“Our recent Stick Around Georgetown program afforded us the opportunity to work directly with Faith, and it was immediately clear that she was a perfect fit for our team,” said Sheila Laderberg Tarasiuk, Pedal’s co-founder. In her leadership role as Pedal’s General Manager, Faith will spearhead the firm’s place-based consulting practice, helping main streets, municipalities, and business districts better support small business tenants.

Founded in 2020, Pedal has grown into a trusted partner for independent retailers across the D.C. region and beyond. The firm’s mission is to make commercial real estate accessible to start-up and indie retailers by offering clear, honest guidance and leveling the playing field in lease negotiations. Pedal also serves first-time retailers through its one-of-a-kind Dream Space Accelerator, where participants get fully prepared to rent a space of their own, from business planning to education.

“With Faith on board, we’re poised to expand Pedal’s impact during an important moment for retail,” said Abby Davids Rocha. “Independent operators are rebuilding our streetscapes and redefining what’s possible for local economies. Pedal exists to make sure they get the support they deserve.”