"Product is not the problem, maximise margins with merchandising" Bike Europe, April 2026 A column exploring why bloated product lines are eroding profitability in the bike industry. When everyone across a brand — from product managers to supply chain leads to retailers — measures success differently, assortments keep expanding unchecked. The piece argues that smarter merchandising, not better product, is the key to unlocking stronger margins.

Why the Bicycle Industry Keeps Losing Women" Bike Europe, February 2026 A column published around International Women's Day that goes beyond the usual gestures — flowers, chocolates, token campaigns — to examine the deeper, structural reasons the bike industry continues to alienate and lose women, both as customers and as talent. A candid look at what meaningful change in cycling actually requires.

"The Road to 50% and the Push to Future-Proof Cycling" BikeBiz, April 2026 An in-depth interview following up on the 2025 Summit Series in Paris, where April Marshke discusses what it will actually take to move the cycling industry from awareness to action on gender equity. From the stark contrast between Eurobike and VeloCity, to the looming talent crisis, to untapped STEM pipelines in Eastern Europe — a candid look at why diversity isn't just a values conversation, it's a commercial imperative.

Ride to Success Podcast February 2025 In this conversation, April Marshke shares her journey from the golf industry to the cycling world, discussing the parallels between both sports, her experiences at Specialized, and the importance of diversity and inclusion in the cycling industry. She emphasizes the potential of bikes to change lives and the need for collaboration within the industry to promote active mobility. April also highlights the evolving perception of e-mountain biking, the challenges of marketing e-bikes, and the significance of events like the Summit Series in fostering a more inclusive cycling community. The discussion concludes with reflections on the future of transportation and the role of digitalization in the cycling industry.

Scottish Mountain Bike Conference 2024 - Keynote Speaker, October 2024. Presentation on the global outlook and trends of ebikes to the leadership and key stakeholders of the Scottish mountain bike industry. The goal was for all parts of the sector to understand how they might reconsider tourism, trail building and service through the lens of ebikes.

IMBA Europe Summit 2023 Keynote - Global ebike trends Keynote speaker at the 2023 IMBA Europe conference. The goal was to give an overview to attendees of global ebike trends and highlight the rapid growth of emtb and WHY it is happening due to customer needs.

Recruiting more women in the cycling industry webinar - March 2022 Webinar hosted by Women in Cycling and European Cycling Industries to discuss how the industry can bring more women into the workforce and retain them for longer.

Press & Publications