Dirk's business experience includes being an owner of Ultrafit Associates and a co-founder and Chief Marketing Officer of Peaksware, LLC. Dirk served as Peaksware's CMO until 2011 when he was appointed the company's Chief Evangelist. Dirk supports Peaksware's strategic initiatives and travels the world helping motivated individuals and professionals achieve health, fitness and peak performance.

Through Peaksware's strategic alliances Dirk has worked a consultant to professional cycling teams, collegiate running teams, as well as national governing bodies in an effort to streamline their ability to monitor, analyze and plan effective training and nutrition programs.

Dirk is also a USA Cycling certified coach, author of "Workouts in a Binder for Indoor Cycling", and raced for eleven years as a professional cyclist including five seasons spent in Europe. He also coaches professional cyclists at the highest levels and has been fortunate enough to gain immense coaching and training knowledge passed down from his father Joe Friel, author of "The Training Bible" series of books".

As a professional cyclist Dirk excelled within prestigious classics such as Het Volk and Paris-Brussels, and completed many stage races such as the Tour DuPont, Tour of Holland, Tour of Great Britain, Malaysia and others. His strength is evident in the one-day classics demonstrated by his consistent placing in the top 10 at the USPRO Road Championships. Dirk has also broadened his athletic experience by completing the 2005 Ironman South Africa.

Dirk currently lives in Boulder, CO with his wife Kim and their daughter, Keara.

For regular updates follow Dirk on Twitter.