Call Me Moab chronicles the story of the town’s newest mountain bike outfitter—from ideation in 2019 to modern-day success. Some said his business plan wouldn’t work, but tenacity and creativity have proven otherwise.

Viewers will be inspired and challenged as they witness an against-the-grain business model take shape while learning the major stages of Moab's history and how it evolved into the tourism giant it is today.

But more than that, Call Me Moab shows the journey of every explorer, every dreamer looking for a way to build a better life.