Outdoor Retailer - Summer 2020 - 19

THOUGHT LEADER

Magical
Mystery Tour
The Tour de France pariah has bounced back from
a turbulent career to lead the pack toward
appreciating CBD and cannabis as keys to wellness.
by Tracy Ross
Name: Floyd Landis
Company: Floyd's of Leadville
Founded: 2016
Location: Leadville, Colorado
Downlow: Floyd Landis may be best known as the guy who outed Lance

Armstrong for doping in the Tour de France, but the 44-year-old former
racer has spent his post-racing career touting the benefits of legal cannabis. And although Landis was stripped of his own Tour medal after
testing positive for performance-enhancing drugs in 2010, that's not
the kind of drug we mean. In 2016, Landis, who grew up Mennonite
in Lancaster County, Pennsylvania, opened the now-famous cannabis
shop Floyd's of Leadville in Colorado. In the years since, the company
has become an outdoor-cycling-loving-white-middle-class household
name for its cannabinoid-rich rubs, tinctures, balms, drinks, and gels,
and something of a pied piper for Amish farmers in Pennsylvania who,
with tobacco demand in decline, were looking to replace their tobacco
crops with hemp. In May, ESPN aired its new biopic, Lance, in which
Armstrong called Landis a "piece of sh-." Landis' response? "I hope
he finds some peace in his life." Was his tranquility aided by a Floyd's of
Leadville product? "CBD keeps me going," he says.
I think my biggest life challenge has been well documented. But on
the business side, going from a small, fun startup culture to a more serious one as we grow has been interesting, and raising capital is never
easy. I am lucky to have such a great team.
I've learned a lot from my parents. Their Mennonite culture revolves
around hard work, dedication, and staying focused. They also have a
strong ethical culture, which is important to bring to business.

Courtesy Floyd Landis

Creating Floyd's has taught me to think creatively and be flexible in order to pivot quickly. I also believe I have matured and
grown personally.
It's crazy how rampant facial hair is in the outdoor industry [compared to the cycling industry]. But on a serious note, participants in
both groups are more similar than different. They all like to be outside;
cyclists just tend to be singularly focused on cycling, while outdoor
people will mix it up.

The entry point to many outdoor sports is high. Gear-like sneakers,
bicycles, and kayaks-is expensive. I also think, for many people, the
outdoor industry can be intimidating. My wife, Alex, is nervous to ride
a bike or pursue outdoor sports because she feels like it's cliquey and
intimidating. I think the outdoor industry can maybe support nonoutdoor people, especially newbies, as they come out from quarantine.
We are seeing more people going outdoors. People have also had
more time to pursue their passions and try new outdoor sports. Time in
quarantine has forced many of us to settle down and smell the flowers.
We are seeing bike sales go through the roof, and I don't think people
are going to go to the gym as much as before.
You don't need to be a pro athlete, or even a weekend warrior, to
get the benefits of CBD. Runners love our products. We get a lot of
customers who do other outdoor activities. We're also in many convenience stores that attract various folks from different walks of life.
We want everyone to be able to pick up a gem or small packet of
cream to try it and see if they like it without having to spend more
than $5 or $10.
It's pretty apparent watching a cycling event that there aren't a lot
of minorities. I hope cycling will open up when it comes to diversity
and inclusion.
Without public lands, mountain biking as we know it is in danger.
We have seen gravel biking become more popular, and people need
public lands to do this.
I tend to lead and not follow. I didn't really know anyone when I first
started riding, and I think that allowed me to focus on my goals.
My 5-year-old daughter makes me so happy every day.
I cried the moment I won the Tour de France. I wanted to quit cycling
the moment I won.
I'm at home being back in Pennsylvania and working with local
farmers. But I also love to go home to Colorado and kick off my shoes to
hang out with Margaret and our new corgi puppy. O.R.

Summer 2020 / OUTDOOR RETAILER 19

Outdoor Retailer - Summer 2020

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