#5 - Why Success Won’t Fix Your Relationship with Food - Will Dugan

Will Dugan is a Boulder-based founder, cyclist, and community builder working at the intersection of food, purpose, and movement.

He launched Vafels in 2018 — a modern, plant-based twist on the traditional Belgian Liège wafel — inspired by his time racing bikes professionally in Belgium and a desire to fuel riders with real food.

What began as a snack for monthly charity rides has grown into a mission-driven brand rooted in ethical, sustainable ingredients.

Will also founded Project Supertraining, a philanthropic cycling event that’s raised over $75,000 for causes around the world, and served as President of the Pro Cyclist Foundation, supporting riders with legal, wellness, and career resources.

Through food, sport, and service, Will is building healthier communities.

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