Ann Krcik, the long-time senior director of communication for The North Face, died of cancer on Feb. 27. She played a key role in developing the idea of outdoor professionals as athletes and not just adventurers. She founded Extreme Connection, a company that introduced outdoor athletes to the world through speaking engagements and endorsements. In two stages, she spent a total of 12 years at TNF, where she ran among other things The North Face Explore Fund. She was a co-founder of the Outdoor Industry Women's Coalition and a board member of the Conservation Alliance. She chaired the Outdoor Industry Association's Recreational Advisory Council.