Two-time Malcolm Baldrige National Quality Award recipient.

Elevations Credit Union is a two-time recipient of the only U.S. presidential award for performance excellence — the Malcolm Baldrige National Quality Award. This award is a testament to the passion and commitment we bring to our members and the communities we serve.

About the Malcolm Baldrige National Quality Award:

  • The award is the only presidential recognition for performance excellence that a U.S. organization can receive.

  • An independent team of examiners found Elevations to be best in class for continuously improving our products and services for members.

  • Organizations are measured using the Baldrige Excellence Framework, which focuses on leadership, strategic planning, customer focus, measurement, analysis and knowledge management, workforce focus, operations focus and results.

  • Thousands of organizations worldwide — in the fields of education, healthcare, manufacturing, nonprofit/government service and small business — use Baldrige to guide their operations, improve performance and produce sustainable results.

  • We are the first and only credit union to receive this award and the only Colorado organization to receive it twice.

Learn more about the award.(opens in a new window)

Our path to performance excellence.

Elevations has always aspired to operate and innovate at an exceptional level. In 2009, we decided to aim for the highest award with the most demanding requirements in performance excellence — the Malcolm Baldrige National Quality Award. No other credit union had ever achieved this award, and at the time only three other Colorado companies had garnered this recognition.

Winning the Baldrige is not for the faint of heart. It requires years of making improvements across every part of an organization.

In November of 2014, our President and CEO, Gerry Agnes, received a personal call from the U.S. Secretary of Commerce, Penny Pritzker, letting us know that we had done it. We were one of only four 2014 Malcolm Baldrige National Quality Award recipients.

We were honored to become a two-time Malcolm Baldrige National Quality Award recipient in 2020 — the first in Colorado history.

Honoring Pete Reicks, our Baldrige quarterback.

The dedication and enthusiastic leadership of Chief Strategy and Performance Officer Pete Reicks shaped our organization and culture to be deserving of the Malcolm Baldrige National Quality Award twice in a six-year period. It is with full hearts that we honor Pete's legacy following his passing on May 18, 2021, including this profile of his amazing contributions and personal story.(opens in a new window)

Chief Strategy and Performance Officer Pete Reicks
Picture of Elevations Credit Union receiving the Malcolm Baldrige National Quality Award.

Elevations Credit Union receives the 2014 Malcolm Baldrige National Quality Award. Left to right: Willie May, former Acting Director of NIST and Acting Under Secretary of Commerce for Standards and Technology; P. George Benson, PhD, former President of the College of Charleston; Gerry Agnes, President & CEO of Elevations Credit Union; Pete Reicks, Chief Strategy and Performance Officer of Elevations Credit Union; Bruce Andrews, former US Deputy Secretary of Commerce.

An ongoing journey.

The Baldrige Excellence Framework is a key part of our strategic plan, inspiring our entire team to improve our processes, our products and our service.

While this is a tremendous accomplishment, our loyal and growing base of satisfied members is the real reward. That is, and always will be, how we ultimately measure our success.

“The Baldrige framework has inspired our team to continuously enhance our processes, products and services.” - Gerry Agnes, President & CEO of Elevations Credit Union

Sharing our approach.

As a two-time Baldrige recipient, we are committed to sharing the best practices we’ve learned from our performance excellence journey. We’ve pulled together a number of these resources below to help you and your organization on your path to performance excellence.

Rocky Mountain Performance Excellence

We’d like to extend our gratitude to Rocky Mountain Performance Excellence (RMPEx) for supporting our performance excellence journey with valuable feedback. This nonprofit delivers Baldrige-based guidance and support in partnership with a community of role model organizations. We encourage organizations interested in pursuing Baldrige to connect with RMPEx.

Learn more
Cover image of the Baldrige Journey eBook with snow capped mountains in the backgroung

Colorado’s Path to Performance Excellence

We produced and hosted “Colorado’s Path to Performance Excellence” in 2016. This engaging panel discussion for local business leaders along the Front Range featured Colorado Baldrige recipients. The event was moderated by an editor from the Harvard Business Review and included closing comments from Governor Hickenlooper.


Committed to sharing best practices.

For media inquiries, please email [email protected](opens in a new window). For organizations looking to share best practices, please email [email protected](opens in a new window) or call (800) 429-7626 x4000.