April Marshke has spent her career at the intersection of industry expertise and genuine passion for the outdoors — and it shows.

She cut her teeth in bike retail while earning her MBA, then went on to spend 13 years at Specialized Bicycle Components, working across North America and Europe in roles that gave her a deep, end-to-end understanding of the business. In 2012, she was part of the team that launched Specialized's first E-Bike in the US — a pivotal moment that set the tone for the decade of advocacy that followed.

Her philosophy is simple, almost stubbornly so: less product, more meaning, always grounded in what consumers actually need. It's an approach that has made her a trusted voice across the industry.

That trust extends well beyond consulting. April serves on the advisory board for PowerShelter and the European Network for Outdoor Sports, and is a member of European Cycling Industries — lending her expertise to the policy conversations that are actively shaping the future of cycling and outdoor sports.

And when the work is done? She's outside. Mountaineering, paragliding, climbing, bike-packing, kayaking, cycling — the whole glorious list. April doesn't just advocate for active lives. She leads one.