We speak with Martina Russo—founder and CEO of The Action Sports Translator and Vice President of Protect Our Winters Italy—about building a purpose-driven localization agency. Martina explains why specializing in outdoor and action sports shaped her hiring philosophy, how she ensures cultural authenticity by recruiting professionals who live the lifestyle they translate, and how her team navigates emerging AI tools. She also offers advice for language professionals on leveraging personal branding, specialization, and positive energy in a rapidly changing industry.

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