How To Inspire Customers to Become Your Brand Evangelists (E64)

  • Edward Wimmer
  • CEO of ROAD iD


Edward Wimmer is Co-Founder and CEO of ROAD iD. In 1999, armed with a dream and two credit cards, Edward Wimmer and his father Mike Wimmer founded ROAD iD in Mike’s Northern Kentucky basement.

With only $10,000 of start-up capital, Edward quickly learned how to carefully leverage small marketing spends to drive a positive ROI. Very early in his career, and in the infancy of eCommerce, Edward saw the value of building a niche company online. That niche company became an eCommerce pioneer and category creator of Athletic Safety ID.

From early on, Edward firmly believed that it’s easier to deliver a first-class, hyper-personal, and human experience in a digital environment than it is in a physical store. A passionate growth-hacker, Edward’s ongoing goal at ROAD iD is to deliver a product, journey and experience so blindingly awesome that customers can’t help but share it.

Since 1999, Road ID has helped millions of people feel safer while being active, which has led to countless stories and testimonials from customers who have used Road ID in their times of need. Many of these customers say they might not be alive today if it had not been for their ROAD iD. This confidence, peace of mind, empowerment and impact is what Edward and the team at ROAD iD are most proud of…and most humbled by.

Today, Edward has a bold vision for ROAD iD. Rather than being content running a successful company, Edward wants to drive a paradigm shift in safety – to see the day when wearing ID is as common as a seatbelt or strapping on a bike helmet – safety items that were rarely worn a couple decades ago.

Edward also realizes that he’s only as good as the people that he surrounds himself with. To that end, he endeavors to create a strong company culture by delivering a product that has deep meaning and purpose. ROAD iD bolsters that core culture by providing a fun/casual work environment, creative benefits, and competitive compensation.

In addition to his role at ROAD iD, Edward is the managing partner for both Tri-State Record Storage and Management and Blue Bridge, LLC, a property management company.

He earned his BS in Marketing and BS in Finance from Georgetown College. While at Georgetown, he was captain of Georgetown’s soccer team and President of the Interfraternity council. He has previously served on the Georgetown College Alumni Board and currently serves on the board for the Covington Business Council.

Edward resides in Lakeside Park with his wife Elisabeth and two boys (Edward V and Anderson), and their dog, Scout.


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