They Said No. He Did It Anyway: Marco Sonderegger’s Ride to Success

When Marco Sonderegger first pedaled up the steep roads of his Swiss hometown as a kid, he wasn’t chasing records — he was chasing freedom. What began as a simple ride to school became a lifelong journey that would eventually help redefine how the world thinks about cycling.

Today, as Director of Turbo Product Experience at Specialized Bicycle Components, Marco is one of the key figures behind the company’s groundbreaking Turbo e-bike series — a project that almost never happened.

In the Ride to Success Podcast with Pedro Couto Lopes, Marco recalls how the concept of an electric bike wasn’t exactly welcomed when it first surfaced inside Specialized. “At that time, the idea of an e-bike didn’t fit the brand. We were told, ‘No, that’s not what Specialized is about.’”

But Marco and his small team believed in something bigger. They saw an opportunity to merge human power with smart technology — a partnership between rider and machine.

So, they did what innovators do best: they built it anyway.

🎧 Whether you’re a cyclist, entrepreneur, or someone looking for inspiration—this episode will move you.

📌 Don’t forget to subscribe, leave a review, and share this episode with a friend who’s ready to ride with purpose.

Listen to the Ride To Success podcast _ available on Spotify, Apple Podcasts & YouTube

Follow Ride to Success for more conversations at the intersection of cycling, innovation, and purpose.