Putting Money Where His Mouth Is
So, Lott said, he put together a business plan and created Sum+It Riders, essentially putting his money where his mouth is.
Sum+It Riders, he said, attacks what he sees as a lack of communication within the sport on two fronts. First, “our competitive advantage is ISSA,” he said. Second, by “becoming a board member, I can bring my business perspective to help advance” the purpose of ISSA and keep attention focused on land issues.
So far, Lott says there has been a lot of progress with ISSA, including revamping the organization’s website, an increased social media presence (important to the younger crowd) and a general awareness that ISSA is still an organization that can help protect our right to ride.
As for his own company, which he runs in addition to holding down a full-time job, he admits, through his website that, “Sum+It Riders is more than a business. We are a community with a duty to protect our backcountry.”