This article explores the professional subjectivities of gender-equality (GE) consultants in France based on 63 interviews. A central concern is how these experts shape positions when working on a topic at the crossroads of personal, political, and economic stakes – in organizational and business contexts that are reluctant to embrace any feminist-like perspective. Questioning the rationales for entering this market activity, the ways to embody professional work and service impact self-assessment, the analysis highlights the tensions and dilemmas experienced by GE consultants in terms of aligning convictions and business imperatives, and the pragmatic and variable arrangements they make on a daily basis to put GE principles into practice. This research documents GE work by reanalyzing colliding dyads such as work/activism, professionalism/feminism, co-optation/resistance, and by reviewing the use of market logics in subverting the existing gender/economic order. It draws a nuanced picture of the constraints and opportunities that GE consulting offers to destabilize power from within organizations.