Will believes wildlife conservation is massively impacted by hunters with the money they spend and the legal harvest of big and small game animals to maintain stable populations. Although there are many other groups that contribute, wildlife conservation in North America would not be possible without hunters. Bear Beans Coffee, founded in 2021, gives back to help bear conservation in North America by providing ten percent of its profits to conservation.

Will is a hunter-conservationist and his passion is starting new projects and ventures and aligning with like-minded people to make a positive impact in the world. He lives in Southwestern British Columbia, Canada with his wife, Tara, and their three young boys.