Road ID Saves Life and Defines Lifestyles

Edward Wimmer’s father had always told him to make sure he had some form of ID on him whenever he went for a run. When Edward was in college, a near accident caused him to think twice about his father’s advice when an oncoming truck forced Wimmer to jump into a ditch to avoid being hit during a training run.  After graduating, Wimmer and his father, an entrepreneur, holed up in their basement, and using credit cards to back their endeavors, began producing athlete-friendly ID tags, modeled after military dog tags. The two of them called their upstart Erlanger, Kentucky based company Road ID. Now, thirteen years later, the company continues to make these athletic ID tags and will engrave them with anything the customer chooses, but still recommends including “vital statistics and inspirational mantras to help lift spirits mid-workout.” An interactive version of these tags also gives responders access to your medical information including allergies and health insurance in the case of an emergency. However safety’nuts are not the only people who have taken an interest in these ID bands. What started out as a practical way to protect athletes has now evolved into a status symbol- a fashion statement that says: “I’m an athlete.” Runners, cyclists, and many other athletes are now wearing their Road ID’s even when they are not working out. In 2011 the previously online retailer decided to broaden its horizons by using kiosks to market and sell their bands in sporting goods shops. In addition to this, the company deals heavily in social media and email advertising as well as word of mouth. When a customer buys any Road ID product, they receive a special discount code that they can use and share for 30 days to get deals on other Road ID goods. In this way Road ID makes its customers its prime salesmen.  Although Wimmer refuses to divulge the company’s current worth, he claims that the company has growth by about 50% every year since 2002 and expects that its growth will continue as more and more athletes become acquainted with their product and want the image that it provides.