A lifer is someone who dedicates their life to something. Bobby Meeks has done that to the sport of snowboarding. First as a pro rider - for 5150, Joyrider, Subtle and K2. He was one of the founders of the Robot Food crew - a story he tells here.

After riding, he leveraged his connections into a job - which has led to a fulfilling career behind the scenes in the sport - first for Nike, then DC and now, We Are Camp.

An inspiration to riders of every stripe - Bobby has led the life of a snowboarder.