E2: A conversation with RAGBRAI Director, Matt Phippen. Phippen, formerly a sales leader at Scheel’s Iowa City, has participated in RAGBRAI indirectly and directly since 1990 when his family hosted riders in his front yard. He rode his first RAGBRAI in 1998 and has since participated as a vendor, served on a town planning committee, and most recently served as a sponsor and pre-ride advisor.