INTERVIEW
showing that companies with >30% women in leadership see an 18% increase in financial
outperformance. This was set
against a sobering reality uncovered by the Bicycle Association’s (BA) 2023 industry
census. The research revealed that 71% of women working in cycling were considering leaving, showing that this isn’t just a diversity issue, but also a looming talent crisis. Seven months later, Marshke notes that the economic climate has sharpened the need for efficiency and created new hurdles. “The market contraction seen in 2024 and 2025 led to even shorter goal setting for companies as they simply needed to meet the bottom line,” she admits. “The gains in equity and diversity seen in 2021 and 2022 were quickly washed away in many areas.” However, Marshke is quick to point out exceptions, those who saw the commercial value in staying the course even as others retreated. The investment in professional athlete representation remained a standout success, spearheaded by Zwift’s continued commitment to the Tour de France Femmes and Nike’s sponsorship of Demi Vollering. In a time of market contraction, these brands recognised that the opportunity was too valuable to ignore.
Ripples of Progress Despite the difficult market, some “ripples” from the September summit are beginning to manifest. The pledges made in Paris are starting to take shape: Media and Content: BikeBiz and BikeEurope have moved
toward more concerted efforts to highlight gender inequality and provide a platform for female contributors. The “Gearing Up” Toolkit: The learnings from Paris
are being codified. Marshke and Dr Fiona Spotswood have applied for an Erasmus+ project to develop a standardised diversity toolkit for the broader outdoor space. Localised Ownership: Regional hubs are taking the
lead. From Trek UK’s independent women’s summit to Women in Cycling Germany hosting successful localised events in Wiesbaden, the discussion is finally being applied at a ground level.
The Industry Call: Diversity as a Driver for Growth For those working across the sector, diversity is not a niche HR concern; it is a fundamental driver for commercial growth.
www.bikebiz.com
Marshke’s observation of the “Eurobike vs. VeloCity” divide highlights a gap in the product side of the industry that limits its own reach. “The industry side desperately needs more women at the table to affect product decisions and marketing,” Marshke argues. “If the industry doesn’t represent the rider, it cannot effectively sell to them.” To grow, the sector must bridge this gap to reach the massive commercial opportunity of the female consumer, a market that remains underserved.
The STEM Secret: Recruiting for 2026 A common hurdle cited by the industry is the lack of women applying for technical roles. Marshke dismantles this by looking at EUROSTAT data. “In countries like Romania, Italy, and Estonia, women account for 40% of all STEM graduates,” she notes. “That is far above countries like Spain, Germany, or Belgium. When hiring managers tell me women aren’t applying, I have to question their recruiting techniques. The talent is there; we just aren’t looking in the right places.”
Where We Are Headed: The Next Chapter As we move toward 2030, the industry remains at a crossroads. The single biggest hurdle remains “old beliefs and excuses.” The next phase involves moving from identifying problems to piloting solutions. Marshke and Dr Spotswood are currently evolving their toolkit to address broader diversity, including ethnic and socioeconomic equity, through partnerships with the It’s Great Out There Coalition.
The Action Plan for Industry Leaders: Shift from mentorship to sponsorship: Put your name on the line to recommend a candidate for a specific promotion. Audit the “Unseen”: Conduct workload and pay audits to identify why your talent might be part of that 71% looking for the exit. Look globally for talent: Tap into high-performing STEM
markets like Romania or Italy if local networks are stagnant. Get involved: Join local, national, or European industry associations and Women in Cycling chapters to ensure your voice is part of the solution. The road to 2030 is approaching fast. The challenge for 2026 is moving the needle from a “discussion” to a “process” that is fully embedded in how the cycling industry recruits and retains a more diverse workforce.
Find Out More: April Marshke and Dr Fiona Spotswood are continuing to develop the research and toolkits necessary to support a more equitable industry. To find out more about the Erasmus+ project, to discuss the research, or to learn how your business can access diversity tools, please reach out to april@
outside-advice.com.
April 2026 | 29
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