The Roanoker - July/August 2017 - 81
Virginia countryside (the first iteration of Lambstock),
he couldn't have quite envisioned the hundreds-strong
crowd that arrived this year. Seven years into something,
however, and things change. Thankfully, in the case of
Lambstock, the soul, the meat of it, hasn't been lost.
That's the thing about Rogers-he wants to share
the best of life with everyone he knows and the more
who know, the merrier. He isn't one to be stingy. Border
Springs became the farm and the product that it is today
because he wanted to share the best lamb with the best
chefs. Lambstock is now, arguably, the most famous secret campout because he wanted to extend Southern hospitality to a group of overworked, often underpaid, and
hugely talented chefs. Now cycling has become Rogers's
call to action, his "go tell it on the mountain" passion.
As we're wrapping up the interview, Rogers turns
"There's a maturity in the industry lately," he says. "It's
a movement in chefs of a certain age towards sobriety and
towards being more healthful."
In other words, that stereotype of the work-hard-playhard chef might be changing-for good.
"When I travel, I reach out to other chefs to see if they
want to ride, and chefs call me up and ask for advice,
to ask how a big guy gets on a bike," he explains. "My
marketing went from afterparties to cycling. My branding changed!"
It's more than just rebranding though-it's renewing life. It's about being ready to succeed every day on
the bike, to tackle each new mountain as it rises, and to
preach the good news of cycling to a very receptive flock.
There were only 17 of us riding that inaugural Saturday
morning at Lambstock, but I bet my next fried chicken
drumstick that this year, we will double. Just like Lambstock itself, once word spreads, the flock always and enthusiastically gathers. I
Out to Pasture
Riding in pastures isn't offlimits-it's great training!
JULY/AUGUST 2017 | 81