Ben Popp, executive director of the American Birkebeiner Ski Foundation and cofounder of the SISU Nordic Ski Foundation.

Wisconsin Ambassadors are a collection of industry leaders from all facets of the economic landscape in Wisconsin. These innovators actively contribute to WEDC’s overarching goal of building an economy that works for everyone. Our ambassadors work in a variety of different industries and live in different places across the state, but all represent what it means to be dedicated to Wisconsin’s economic well-being.

Participants in WEDC’s Wisconsin Ambassadors Program volunteer their time, expertise, and reputations to help build Wisconsin’s image as a great place to start or grow a business, build a career, and lead a rewarding life. In this month’s column, Ben Popp, executive director of the American Birkebeiner Ski Foundation and cofounder of the SISU Nordic Ski Foundation, discusses the importance of investing in the outdoor resources that make Wisconsin an enjoyable place to live. Read the full story.