Spanning over the past three years, I have been consulting Patagonia on where and how to show up in the mountain bike segment. This began with a market analysis of the European market, and an evaluation of the the Patagonia offering and the competitive landscape. From there together we built out a go to market strategy, identified ambassadors to seed product with and potential events to get involved with. I also brought Patagonia to the trail advocacy table by attending the IMBA EU Summit in 2022 in Val di Sol. Working with such an amazing group of people and the brand Patagonia has definitely been one of the highlights for me both personally and professionally.