If a company was a person, culture would be it’s personality.

It takes a gutsy leader to start a tradition that shapes the way people see their workplace. For SmartWool, part of this culture is riding their bikes through the desert, over mountains, and into Park City Utah at the end of July for 10 years now.

We’ve watched riders fight, sweat, smile, and preserver all across Colorado and Utah back roads. It’s this Type 2 fun, that brings people together. While sales and relationships can be made at the bar after work, or at the golf course, the true moments of bonding are found in the midst of difficulty suffered together.

We think this is why people come year in and year out to ride these 400 miles. Or maybe they just wanted to see their boss clench his teeth and then swear loudly while battling a mountain pass. Who can say?