Keith Bontrager lives in Santa Cruz, California. The Bontrager brand, the development, the testing and much of the manufacturing, is located in Waterloo, Wisconsin. Those two locations are separated by a 2178miles and it leads to the perception that Keith Bontrager is just a figurehead, an icon from the early days, paraded out when they need some core credibility. Keith is certainly not involved in the day-to-day operation anymore and his actual position is difficult to define. Bontrager personnel in Wisconsin describe him many ways – the Sensei, the reality check, the little voice in the back of your mind, the drill sergeant.