Having your identity defined by your athletic ability is something of a double-edged sword. On the one hand when you’re at the peak of your career, life is sure to be a wonderful thing. But what about when it ends – what then? Roland Sands was a professional motorcycle racer, however when his career ended he struggled with what came next. What he found was that he didn’t have to reinvent himself, but rather utilize the skills he learned as a racer and designer to form his own design, motorcycle and apparel company.