Steve is a descendant of bass fishing royalty. His father Bill Rice is a founding father of tournament bass fishing. Steve’s childhood consisted of road trips with his father around the United States, filming and fishing with America’s legendary bass fishermen. Three things resulted from his early adventures with his father: Steve can catch a fish with any stick and a string, he is a ringer on the U.S. Geography round at trivia, and he has a lifelong passion for the outdoors.

Steve worked through college as a fishing guide in Alaska and as a waiter (one job paying better than the other). He also began rock climbing, mountaineering, telemark skiing, snowboarding, river rafting, kayaking and more. He worked at Adventure 16 in its heyday, the now-mythical Jantzen Beach REI in Portland, then at the Ashland Outdoor Store during the 90s as a rock climbing and mountaineering instructor and hard goods buyer. He eventually purchased The Ashland Outdoor Store in 2016.

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Steve has spent the last 25 years running Dotcomjungle, developing technology with manufacturers and retailers in the outdoor and food production industries to help them create revenue, generational wealth, and business stability. He is the architect of Built2Buy.com - “The easiest wholesale ordering platform your customers will ever use”.

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Steve can be seen regularly enjoying the rivers and mountains of southern Oregon and northern California with his wonderful wife of 30+ years, Tara, and their three children.