In 2020, I had a desire to change something. Firstly in professional life, secondly in my lifelong passion for cycling. The more time I spent in the saddle, the more I began to realize that the two worlds could be interconnected. Out of desire arose an obsession, and Posedla was born. My dear friend Martin and I co-founded a cycling tech company with a mission to change how customers choose their cycling components through mass customization and additive manufacturing.I have 10+ years of experience in senior marketing positions. For nearly 5 years, I lived in New York City where I worked for CzechTourism, the destination marketing agency of the Czech Republic. I was working on digital and social media campaigns, media and trade relations, and I was responsible for the overall health and retention of CzechTourism’s B2C and B2B audiences. My mission was to market the whole country to potential leisure and business visitors from the United States and Canada.I am a geography major who took a slight detour from the original field of study. Besides pursuing a professional career in marketing communications, I also freelanced as a consultant, photo & video content creator and I co-founded a family-owned coffee company.