Krista Treide knows a thing or two about brands. An impressive career building them, with time spent at global powerhouses like Nike, Reebok, Diesel and Speedo, has given her unique insight into how to connect with customers. But a unique brand that caught her attention is what ultimately led to her taking the reins at Sheridan-based Surf Wyoming.

Rosie Berger believes in the power of connection. She wants to meet people and learn about them so she can introduce them to folks in her network—a win-win for both parties.

The state of Wyoming encompasses around 62.3 million acres of land. And nearly 100,000 of them belong to the Church of Jesus Christ of Latter-day Saints, also known as the Mormon or LDS church. Much of the land is agricultural. Some of it is historically significant, although Wyoming is also dotted with real estate in the form of church meetinghouses and other facilities.

Take a drive east out of Sheridan, toward Wyarno, and about 25 miles from town, you’ll be surrounded by rolling, grass-rich ranchland.

Keep going for 40 more minutes, and the same ranchland will still envelop you.