Steep & Deep with Wille Yli-Luoma

A common pursuit for those born from boardsports is what’s next? After establishing a career as a world-class ripper for Forum Snowboards, Wille Yli-Luoma began searching for a new challenge. One that would match the endless inspiration, creativity, and boosts of energy he got from the sideways life. Wille found his next frontier in the world of coffee.

In this installment of the Co-Pro Podcast, Wille shares his insights about making the leap from the Robot Food Crew to crafting award-winning brews. Blending the ability to trust his instincts, take risks, and collaborate, Willie and his wife Rebekah created an iconic coffee brand, Heart Coffee Roasters. Based in Portland but with a reputation that spans the world, the story of Heart is a testament to the power of the pivot, and how vital it is to cultivate good community, learn transferable skills, and pour unwavering passion into everything.