Edward Wimmer is Co-Founder and CEO of ROAD iD - the world leader in wearable ID.In 1999, armed with two credit cards, Edward and his father Mike founded ROAD iD in Mike’s cramped and leaky basement. With only $10,000 of start-up capital (aka credit card debt), Edward quickly learned how to carefully leverage small marketing spends to drive a positive ROI. Very early in his career, and in the infancy of eCommerce, Edward saw the value of building a niche company online. That niche company became an eCommerce pioneer and category creator of Athletic Safety ID. From early on, Edward became obsessed with the customer journey. He firmly believes that it’s easier to deliver a first-class, hyper-personal, fun, and human experience in a digital environment than it is in a physical store. A passionate growth-hacker, Edward’s ongoing goal at ROAD iD is to deliver a product, service, and journey so blindingly awesome that customers can’t help but share it. ROAD iD's core purpose is to Save Lives, Provide Peace of Mind, and Fuel Adventure. Since 1999, ROAD iD has helped millions of people feel safer while being active. They have received thousands of stories and testimonials from customers who have used ROAD iD in their times of need. Many of these customers say they would not be alive today had it not been for their ROAD iD. Driving a real impact by improving the outcome of accidents, instilling confidence, and providing peace of mind is what Edward and the team at ROAD iD are most proud of...and most humbled by. Today, Edward has a bold vision for ROAD iD. Rather than being content running a successful company, Edward wants to drive a paradigm shift in safety - to see the day when wearing ID is as common as a seatbelt or strapping on a bike helmet - safety items that were rarely worn a couple decades ago. Edward also realizes that he’s only as good as the people that he surrounds himself with. To that end, he endeavors to create a strong company culture by delivering a product that has deep meaning and purpose. ROAD iD bolsters that core culture by providing a fun/casual work environment, creative benefits, and competitive compensation.