Oh, I see, it was a deliberate murder (by shooting) of somebody who happened to have a career as a professional cyclist.
Silly me thought for a second that they might have actually gone after somebody who ran over a person riding a bike for once, but nope. I guess I should've known better than to get my hopes up.
(On a related note, the murderer's real fuck-up wasn't responding to the yoga ad, it was using a gun instead of a truck as the murder weapon.)