Our Team

From our own in-house product design and fulfillment to the daily excitement and non-stop energy of sharing our story & building our brands, we are extremely passionate and proud of everything that we do.

We have created an exceptional support team of people here in-house that specialize in all different areas of design and production. This includes our daily staff on-site in our production shipping office, our hobby facility maintenance team, our mobile events team, and our remote social media team. Together, we create amazing work every single week.

Meet the team below who make Life Brand continue to build on a daily basis.

Dustin Grice


Life Brand™ is the brainchild of Dustin Grice, a Professional Athlete with 25 years of deep roots in the Action Sports Community both locally and internationally. Dustin has performed in Travis Pastrana’s Nitro Circus, and has also been featured on the cover of BMX Plus! Magazine. You may have also seen him performing at The Minnesota State Fair for the past 20 years.

While struggling to ride throughout the cold Minnesota winters, back in 2010 Dustin founded the world’s first 24-Hour Indoor Bike Park and named it The Factory as it was built in an old furniture factory in Minneapolis. In his free time, he runs Mega Jump Stunt Show which has been seen jumping bikes into bone-chilling frozen lakes of Minnesota with the Polar Plunge fund-raising more than $20,000 for Special Olympics athletes and also organizes and produces a YouTube Video Series called Lil Pros Kids Tour showcasing the world’s youngest talent in action sports. Dustin has amassed 50,000 unique subscribers on his YouTube Channel with 20 Million views, however certainly wishes he had more time for producing video content.

However the “Real-World” … And because in many cases, our passions are what truly balance out what we really do on a daily basis, Dustin is a local graduate of Hennepin Technical College who earned two, 2-year degrees in Web Design and Web Programming. 15 years later, Dustin has re-connected full circle with their Web & Graphic Design Department as a current teacher of theirs. While focusing on the development and infrastructure behind Life Brand, he also helps other businesses succeed with their own websites & strategies via his freelance business Simple Web Help.

Dustin is always excited to meet new people and explore new tasks and challenges together… Your interest alone by being here reading his story, and by supporting any of Dustin’s endeavors, you continue to help build the future of all of these projects together, read more at GriceProjects.com. Please do not ever hesitate to reach out and ask for Dustin via our Contact Page to expand your own network, Dustin looks forward to getting back to you and building a long term working relationship together.

Robert Jara

Business Partner/Sales & Marketing

Robert has over 20 years of experience in Marketing and Sales. His free time is always spent outdoors and being with his family. He loves engaging in on-site events and bringing branding to life.

Joni Griess

Customer Support & Shipping

Joni has over 20 years of experience in merchandising, has three wonderful kids, and even her first grand daughter and grandson!

Alex Peterson

Production & Support

High school prodigy Alex Peterson, casually brought his vast knowledge of tech into his college classes recognized by Life Brand Founder Dustin Grice. Shortly after mentioning that he had submitted his two week notice to leave his local coffee shop, a surprising new opportunity presented itself for both of them at Life Brand… Welcome to the family Alex!

Jake Anderson

Production & Support

Randy Rosario

Web Support

Started in 2017 as an intern learning the basics of Web Development and Graphic Design… Then suddenly, BOOM! Thrust into the world of Web Design, Graphic Art and E-Commerce. An amazing adventure of technology, innovation and community. Randy would not have it any other way.