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Wednesday, November 3, 2010
Updated: November 15, 11:54 AM ET
Face Time: Wille Yli-Luoma


Finnish pro rider Wille Yli-Luoma loves coffee. The dude is obsessed, really. When he decided to open his own coffee shop in Portland last year, he went all in. In fact, his dedication to the bean and the business got him in a little bit of trouble with some sponsors and he ended up facing some "consequences" in the way of a pay cut. But all is well, according to Wille. He's happy with where he's at. Since the once-year anniversary of his shop's opening just passed, we decided to sit down with him at Heart to hear about how it all started, how it's going, and how the caffeine game relates to snowboarding.