January 30, 2019
“Back in the Shack” is a mini series of discussions in a fun, unique format. The same old sit downs get a little boring, so Ben is bringing some people into his ice fishing tent and asking them ten questions. You get some different discussions from a unique setting. Whether they catch fish is up to the mood of the fish!
In this episode, bike industry veteran/first Back in the Shack guest/huge Pearl Jam fan, Joe Vadeboncoeur, gets in the shack for his first ice fishing experience and answers ten questions.
Joe lived in Texas as a kid and went to college there as well. But, when his girlfriend/future wife (Liz) decided to go to school in Boulder, he joined her there in 1982. He raced road bikes (wasn’t very good), and Liz went to school.
A few jobs later, Joe and Liz moved to Park City, Utah and he went to work for Trek as an outside sales rep. At that point, Joe’s road biking life was ending, and he’s been primarily a mountain biker ever since.
That move and sales rep position lead to a job in product management at Trek, where Joe was the first Gary Fisher product manager after Trek bought the brand. He then ran all of product development and marketing for about 15 years at Trek. Joe also started all the Trek race teams that are in existence today, and was the unfortunate soul that had to tell Lance Armstrong that Trek could not continue to sponsor him. His final position at Trek was managing the direct retail stores around the world and, after nearly 30 years, he left Trek in January of 2018.
Joe and Liz moved to Seeley, Wisconsin, where he started his own consulting business, GoodHeart Solutions (GoodHeartsolutions.com – Good Heart is the literal translation of my last name). He specializes in helping others with development in their business and is the guy that you call when you cannot figure out how to get your business beyond its current level. Working in your business is not the same as working on your business.
Joe loves living in the Northwoods of Wisconsin, because it is all about outside activities and he can combine his love of doing outdoor things with his business. He is on the board of the local mountain bike organization, Chequamegon Area Mountain Bike Association (CAMBA), which manages about 100 miles of singletrack in the area. He is also involved in putting on the first enduro race in the area. Joe’s excited because he gets to work with so many other people who are passionate about similar pursuits and that there is so much opportunity with everything up here in the Northwoods.
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