Lucas is a native Kansan who ventured west after college in pursuit of outdoor adventure in the mountains. Alberg is a journalist by education but has spent the majority of his career on the PR and marketing side, cutting his teeth with the likes of Microsoft, Amazon and Starbucks before moving on to the outdoor industry in 2012. Lucas leads the brand communications and public relations for Hydro Flask and after over a decade with the brand is still ardently drinking the (ice cold) Kool-Aid. Outside of work, Lucas can typically be spotted traipsing through the woods via various modes of human-powered transportation, building LEGO with his 8-year- old son, or having tickle fights with his 6-year-old daughter. He has published two books, released two albums and side hustles as a regular contributor to multiple magazines.
