Bill Groff has witnessed Moab transform from a mining town to an outdoor mecca.

After the mining industry collapsed, Bill, his brother, and their father decided to found Rim Cyclery. They were the ONLY outdoor shop in Moab for 10 years and then... well the rest is history.

We cover his background, the birth of the Fat Tire Festival, the Slick Rock Trail and subsequently mountain biking as we know it. We also get into the effects that massive growth and seasonal tourism have had on the small town.