THE MICHIGAN CHAPTER

(1978 to 2001)

Jeff Roche in Michigan, 4 Years Old 
1982: Patterns and upholstery in the early 80's

On September 23rd, 1978, I navigated the ring of fire with Conversative Carol* and arrived in Flint, Michigan.  In the 4th grade, I stood up my 1st business, a paper route.  In the 1980’s, I was recognized as the Journal Carrier of the Week in the Flint Journal.  In middle school, I started working at the family business, Diamond Jim Action Auto.  I started out on oil changes and changing tires but then my dad, Diamond Dave*, taught me how to close.  Diamond Dave* used to wait till some poor asshole would walk up to the used tire rack and start scouting the inventory.  Diamond Dave* would then look at me and shit-you-not say, “Time to Close”.  He would close the man across from him and get the cash.  Cash is king, a Roche family business principle since the 1930’s.  This business principle dates back to my Great Grandmothers cash business, The Roche Bar, which boot legged liquor in the prohibition days of 1920 to 1933 across Lake Huron through a water tunnel network “they say”. 

1987: Flint is dynamic says Diamond Dave.
1988: "He handles every situation in a professional manner".
1920 to 2023:  The Roche Bar, the orginal family biz

In the Fall of 1997, I attended my Western Michigan University Freshman orientation and met G*, son of G Man*. Soon thereafter, I met my chosen brother, lifelong climbing and backcountry ski partner, a man by the name of Hutch*.   After a successful tax internship at BDO Seidman, I followed my adventurous spirit and ended up working as a first maté on a tour boat in Prince William Sound, Alaska, scene of the Exxon Valdez oil spill of 1989.  On my last day before being fired, I met a man named David Sawyer*.  It’s safe to say our chance meeting changed the course of my entire life. That day, David and I spent hours talking and observing the tourist phenomenon of calving tidewater glaciers.  We broke bread that day when we both novelly referred to it as global warming.  We agreed Planet Earth had some challenges ahead.  Go figure.

2000: A young, unfiltered Hutch.
2001: First Mate days in Prince William Sound, Alaska
2009: G & I years later in the Cascade Mountains

The following Fall of 2001, I signed a professional contract with PricewaterhouseCoopers (“PwC”) and I wrote a management philosophy paper on David Sawyer* and his work on the BP Amoco merger in Alaska as a senior cultural integration consultant.  David liked my writing.  David liked my thinking.  David blew my fucking mind.  At the end of the process, I asked David a question, “What’s Portland, Oregon like?”  David responded, “Roche.  Signs of intelligent life everywhere.  Come quick.”  A month later I applied to two graduate programs, a Master of Science in Financial Analysis at Portland State University and a Master of Accounting at the University of Oregon.  I was accepted into both programs, but I received a Graduate Teaching Fellowship at the Lundquist College of Business so I elected to move to Eugene in the Fall of 2002.

2001: Tidewater glaciers represent change. Good or bad?

Problem was, it was only December 2001 so I got on a plane to Los Angeles then I took a bus to the San Bernardino mountains where I spent 4 months living at a mountain camp as a 5th grade Environmental Science teacher working with inner-city youth from metro Los Angeles.  That school ended in April 2001 so I took a plane back to Michigan then a train out to Boston.  I had a new job as an Environmental Science teacher working with 5th grade kids in Cape Cod and in Portland, Maine. When that gig was done, I decided to go for a long walk on the Long Trail in Vermont.  I walked for a few weeks with G* but he hurt his knee and had to bail.  I made a new walking partner named Rhythm*, we saw a man survive a lightning strike, and we walked together North to the Canadian border.  I took a bus back to Michigan but then I got a call from a man named Suffolk* and he asked me if I’d be willing to ride road bikes 2,000 miles roundtrip from Michigan to New York City to Washington DC then to Shanksville then home, we called it the Ride to Remember 9/11.  9/11 was a consequential day in American history.  We all remember where we were that day at 9am EST on 9/11/2001.

2001: 911 was a consequential day in history.
2002:  Riding 2,000 miles to Remember 911.
2002: Walking the state of Vermont with G.
2002:  Rhythm and I walking North to the border.

Summer was now over.  The Michigan chapter was complete and it was time to move West.  It was time to start the Oregon chapter.

The Oregon Chapter

*Cast of Characters in order of Appearance 

“Conservative Carol”: My mom is built German Canadian tough.  She became known as the Collector as she’d chase down any late paying paper route client or those reckless enough to write the occasional bad check.  My mom taught me to have a backbone.  Conservative Carol loves Rush Limbaugh and Fox News.

“Diamond Dave”: My dad is an Irishmen, a bullshitter and a storyteller.  He served in Vietnam and never asked for anything in return.  I never saw my dad answer to no man but himself.  My dad taught me how to put one’s focus first and how to win. My dad loves the deal making and leadership of Donald Trump.

“G”: G is a chosen brother of 30+ years.  He curates the most premium artisan sausage in America.  It’s called Scratch Meats and it has a cult following in Oregon. G taught me how to roll.

“G Man”: The G Man is full blooded Italian and the father of G.  G Man adopted me as family when I moved to Kalamazoo.  He built VacWorld, an heirloom vacuum business in Kalamazoo, Michigan.  G Man taught me the importance of building timeless friendships that span generations. G Man loves the MAGA movement, he thinks the “other side” is a bunch of pussies.

“Hutch”: Hutch is a top-shelf IT professional in Salt Lake City.  He is an inspiration and positive influence for countless aspiring young climbers in Salt Lake City.  Hutch has been my climbing and backcountry ski partner for over 30 years. Hutch taught me brotherhood.

David Sawyer: Sawyer is dead but he is remembered every day because of the craft he brought to the world and the proteges he developed.  Sawyer was a thought leader, visionary, and the founder of Converge. David Sawyer was my Rave partner for over 20 years. Sawyer believed in me and showed me who I am in the world.

“Rhythm”:  Rhythm is the owner of Ukonom Designs and BreatheNMask Respirator.  But he is also an Arborist, a Horticulturist, and a back to the land-er.  Rhythm taught me the art of long-form conversation.

“Suffolk”: Suffolk figured out the event production space and had multiple liquidity events.  He now owns a pub, hosts a soccer podcast, and operates an Indoor soccer facility in Northern Michigan. Suffolk taught me to always protect house money.