06/06/2026
Hey everyone,
Tons of new faces so we figured it was probably time to properly introduce ourselves for those who may not know who we are.
My name is Rob, better known around here as Big Yeti, and this is my wife Emily, also known as Mrs. Yeti.
Before we get too far into this story, I should probably be honest about something.
Ride with Purpose was never part of some grand master plan.
There was no boardroom. No business strategy. No five year vision written on a whiteboard somewhere.
It started with a motorcycle, a camera, and a guy who talks way too much.
About three years ago I started a YouTube channel called Northern Michigan Bikers. We’d install parts on bikes, go on rides, attend events, and share the adventure with anyone willing to watch.
At the same time, we launched a Facebook group with the same name.
The goal was simple.
Bring riders together.
We promoted local rides, biker friendly businesses, community events, and anything motorcycle related. Somehow people actually liked what we were doing. The group grew, the channel grew, and before long we had thousands of people following along between all the platforms.
That’s when we started asking ourselves a question.
What if we used this platform to do some good?
While I have ditched the YouTube Channel and Podcast for now, to focus on the missions of RwP. The spirit remains the same.
Help others.
In August of 2023 we hosted our first charity ride, Backpacks for Kids.
To be completely honest, it wasn’t exactly Sturgis.
About nine people showed up.
But those nine people helped us provide school supplies for kids heading back to school.
That ride taught us something important.
You don’t need hundreds of people to make a difference.
You just need a few people who care.
The following year we decided to focus on another cause that was close to my heart.
Veterans.
In 2024 we hosted the first Some Gave All Veterans Honor Ride and somewhere during that process Northern Michigan Bikers became Ride with Purpose.
My passion for helping veterans comes from my time in Iraq.
I spent a little over three years there as a Department of Defense contractor. During that time I had the privilege of working alongside some incredible men and women in uniform.
I saw firsthand the sacrifices they make.
I saw the stress, the pressure, and the realities many people never see back home.
Those experiences stuck with me.
When I came home I knew I wanted to find a way to give back to the people who have given so much for this country.
Then came Emily.
Now if you’ve met us, you already know she’s the reason anything around here is actually organized.
While I’m usually chasing ideas and accidentally creating three new projects before breakfast, Emily is the one making sure they actually happen.
She has spent nearly two decades working in family preservation and helping families navigate some of life’s toughest challenges.
She has a heart for people that honestly inspires me every single day.
Together we realized there was another group that needed our attention.
Kids.
Especially the kids who feel forgotten.
The kids who are struggling.
The kids who just need someone in their corner to tell them they’re worth fighting for.
That’s how our two missions were born.
Supporting veterans through mental health and su***de awareness.
Supporting at risk youth through advocacy, mentorship, and hope.
As the mission grew, something else happened.
It became a family mission.
This stopped being “my thing” a long time ago.
Emily’s mom, Sharon joined our Board of Directors.
Our daughter Olivia stepped up and became part of the board as well as one of our closest friends, Ange, joined us and became a key part of what we’re building.
And just a few weeks ago, Ange’s son Aidyn officially became our Director of Teen Outreach. ❤️
Of course, none of this happens without the incredible people who have stepped up beside us along the way.
One of those people is Brother Mook, our Road Captain.
If you’ve been to one of our rides, you’ve probably seen him helping keep things organized, making sure riders get where they need to go, and occasionally putting up with whatever crazy idea I came up with that week.
Brother Mook has been there through the growth of Ride with Purpose and has become an important part of this family.
We’re also blessed to have a growing group of riders who continue to show up, volunteer, support the mission, and represent what Ride with Purpose is all about.
Many of them are part of what we affectionately call the Brotherhood of Purpose Riders.
Right now they’re unofficial.
At least officially unofficial.
For now. 🤫
What started as a handful of friends riding motorcycles has grown into a brotherhood of men and women who genuinely care about each other and the people we serve.
They’re the first ones to volunteer.
The first ones to lend a hand.
The first ones to show up when someone is struggling.
And the first ones to answer the call when there’s work to be done.
That’s something we’re incredibly proud of.
By late 2025, Ride with Purpose officially became a 501(c)(3) nonprofit organization.
But honestly, the paperwork wasn’t the important part.
The people were.
Ride with Purpose isn’t built by Rob and Emily.
It’s built by every sponsor who believes in the mission.
Every biker who shows up ready to ride
Every person who shares a post.
Every veteran who trusts us with their story.
Every young person who allows us to be part of their journey.
Most importantly, it’s built by the motorcycle community.
This community is the heartbeat behind everything we do.
The biker community has supported us, challenged us, encouraged us, and rallied behind causes that matter.
You’ve shown up when people needed help.
You’ve opened your wallets when families were struggling.
You’ve donated your time, your energy, and your hearts.
People love to talk about how motorcycles bring freedom.
They’re right.
But what we’ve learned is motorcycles also bring people together.
And when good people come together, incredible things happen.
This isn’t a hobby for us.
This isn’t a side project.
This isn’t something we do when it’s convenient.
We eat, sleep, and breathe this mission because we genuinely believe we’re building something that matters.
So whether you’ve been here since the Northern Michigan Bikers days, or you just found us yesterday, thank you.
Thank you for riding with us.
Thank you for believing in the mission.
And thank you for proving that a bunch of bikers can change lives.
We’re honored to have you here.
Rob & Emily Norton
Ride with Purpose
www.RideWithPurposeMI.org
Want to donate or sponsor one of our events? Email us! 👇
📧 [email protected]
🚨 Upcoming Rides/Events 🚨
⚡️Bike Nights with a Purpose⚡️
Hope on 2 Wheels - ride to benefit Camp Hope
3rd Annual SOME GAVE ALL Veterans Honor Ride
Operation: IRON THUNDER
