INTERVIEW
Top: April at the Summit. Bottom Left: Sharing statistics. Bottom Right: Participant pledges.
Achieving a 50% female workforce by 2030 served as a catalyst for the event, but the inspiration for the Summit was more specific. For organiser April Marshke of Outside Advice, the tipping point came after attending two major industry events just weeks apart in 2024. “If you look at female participation at Eurobike versus
VeloCity, it is night and day,” Marshke explains. “I was shocked by the difference in energy and conversations. It was clear that the product and industry side needed more women working in the sector to affect product decisions, marketing strategies, and ultimately, how companies invest.” Marshke felt the industry needed leadership from its
28 | April 2026
associations to create a collaborative solution, but she admits that gathering that participation was more difficult than expected. While 50% remains the “North Star,” a significant 62% of Summit attendees expressed scepticism about the feasibility of that timeline. For some, it was a realistic assessment of the “action gap” that still exists across the trade.
The “Action Gap” in Real-Time Since the Summit, the energy has moved from identifying the “Why” to navigating a difficult “How.” In 2025, the conversation was anchored in data, such as McKinsey reports
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