While it is essential for any brand in any industry to truly showcase their products and even carve out a growing following (which we're doing) the how becomes the critical component. From the very beginning I've always wanted Loam Coffee to informally adopt the WYSIWYG mentality ... What You See Is What You Get. That's us. Nothing to hide.
Fighting off the growing darkness with coffee? That almost sounds like Book One or the first movie in a new Lord of the Rings trilogy. You know, when Frodo pushes back the darkness of Mordor as it expands under the penetrating evil eye of Sauron. Instead of throwing the ring into the volcano he instead throws a hot cup of coffee in Sauron's eye ...
Given the number of mountain bikers combined with the population of cities the reality is that most mountain bikers live within the city. That ranges from the central city to the suburbs or even exurbs ... but most are in proximity to the city. Again, that could range from larger metro areas like Vancouver, BC (2.4 million metro) to smaller communities like Hood River (pop: 7,100) or Oakridge (pop: 3,200) here in Oregon. Then there are the "tweener" communities like Bellingham (pop: 85,000) that are either (a) "overgrown" towns or (b) small cities.
Progression is a hallmark in life. The same applies to both business and mountain biking. On the trail we're always trying to progress our skills ... bunny hops, clearing bigger gap jumps, manuals, more endurance, and so on. We ride for fun but we're also developing our own skills. At Loam Coffee we're always in the mode of figuring out how to do things better.
I love origin stories. In light of the superhero craze in Hollywood we love to learn about how each and every comic book hero came into being. For Spiderman it was a bite from a genetically modified spider, for Iron Man it began with attempting to stop shrapnel from reaching his heart, for Peter Quill we learned of his origins on Guardians of the Galaxy: Volume 2, and the list goes on. We're intrigued and mesmerized by how they got their start.
I ride. You ride. I drink coffee. You drink coffee. But why? Setting aside the coffee part of this conversation we're left with a lone question ... why do you ride?