The Collective
We didn’t set out to build a collective. We became one.
The Collective formed naturally — through years of working together inside the outdoor and cycling industries. Years of solving complex problems, elevating brands, and trusting each other’s instincts.
What began as collaboration grew into connection, and that connection evolved into a powerful network of women who know how to deliver meaningful work at the highest level.
We each bring a distinct expertise — product, merchandising, brand, marketing, retail, operations — shaped by decades inside category‑defining brands. And together, we are a force: a group of women who think differently, build intentionally, and execute with precision.
The Collective exists for the work that deserves more than one perspective. More than one discipline. More than one brilliant woman at the table. Brands can pull from our strengths as needed, mixing and matching expertise to build the exact team the work requires. No more and no less.
No hierarchy.
No ego.
Just powerful women doing powerful work — together.
To engage The Collective, contact The Outdoor Merchant and we’ll assemble the right team for your needs.
Our Team
Sarah White
The Outdoor Merchant
Sarah White, founder of The Outside Merchant, brings 15 years of product merchandising leadership across outdoor and cycling industries. Sarah’s philosophy is simple—edit relentlessly, focus on what matters, and build better products grounded in real consumer demand.
Sarah specializes in simplifying complex product offerings, strengthening pricing and margin structures, and aligning teams around clear, consumer driven product strategies.
Brands rely on Sarah when they need to build less, sell more and grow strategically.
April Marshke
Outside Advice
April Marshke is a global cycling industry leader and founder, with 13 years at Specialized Bicycle Components spanning North America and Europe. An early e-bike advocate and active voice in European policy and industry groups, she brings a process-driven yet simplicity-first mindset to her work.
Brands work with April for her ability to connect product, market, and policy—translating industry insight into actionable direction, unlocking new opportunities, and helping organizations navigate change with clarity and confidence.
Rachel Erickson
Unmarked Street
Rachel Erickson, CEO of Unmarked Street and founder of The Business of Apparel, brings over 25 years of leadership experience in the performance apparel industry. Having navigated every level of the business—from the factory floor to the corporate executive suite—she brings an athlete’s perspective and the disciplined rigor of a Certified Project Management Professional (PMP) to her work.
Rachel specializes in bespoke product development, operational strategy, and mentoring fashion founders. She excels at bridging the gap between creative vision and manufacturing reality, empowering brand owners with the tools to streamline processes, optimize operations, and scale effectively.
Brands rely on Rachel when they need to build robust operational foundations, transform visionary concepts into high-quality manufactured products, and lead with clarity in a competitive market.