Eric Heiden leads the pack for team 7-Eleven at a criterium race in Madison, Wisconsin, (his hometown). Heiden, winner of an unprecedented 5 gold medals in speed skating at the 1980 Winter Olympic Games in Lake Placid, New York, became a professional racing cyclist in 1981. His celebrity helped popularize bike racing in the United States, as well as promote the 7-Eleven team. Madison, Wisconsin; Capitol Square, July, 1982.