By the time Alex Yoder was a decade deep into his snowboarding career, he was scared. Raised in the steep mountains of Jackson, Wyoming, Alex was following in the footsteps—often literally—of the professional snowboarders he idolized, a relentless pursuit of bigger jumps and more technical lines. If there was a formula for success in the backcountry, he was diligently following it: increase the difficulty of what you do and then do it better, year after year.
“The night before I would go into the backcountry to hit a big jump or ride lines of consequence, I rarely got any sleep because I was so afraid and anxious,” he remembers. “The things I was doing were terrifying. I knew I was capable of doing them, but I would get hurt because I wasn’t in the right headspace.”
Then Alex knocked himself out attempting a trick on an 80-foot gap jump 15 miles deep in the backcountry. “The group I was with didn’t ask if I needed a hospital, they asked if I was going to be able to hit the jump again. I realized I wasn’t giving myself a lot of options if something went wrong. I couldn’t do it anymore.”
Cognitive shifts in snowboarding and '60s space exploration led Yoder to take a regenerative approach to the coffee business with @OverviewCoffee. "Ground Control" is live on @patagonia The Cleanest Line. Thank you to my goody buddy @yoderyoder for your help on this one, and to @lightroom for supporting the story.