Lance Hedrick Biography – One Of Coffee’s Biggest Personalities

Lance Hedrick is a multifaceted professional in the coffee industry with nearly a decade of diverse experience ranging from barista and kitchen hand to roaster, trainer, manager, wholesaler, and consultant. Currently serving as a wholesale representative at Onyx Coffee Lab, Hedrick is also a formidable competitor, having won multiple coffee competitions including the Coffee Fest World Latte Art Championship.

Beyond his hands-on roles, he has carved out a significant digital presence through his YouTube channel and Patreon, where he shares his extensive knowledge and passion for coffee. His commitment to the craft and community is further evidenced by his ethical approach to sponsorships and financial opportunities, making him a respected and influential figure in the world of coffee.

Early Career and Education

Lance Hedrick’s journey into the coffee world was far from linear. Originally from Chattanooga, Tennessee, he first set foot in Searcy during a church trip to Uplift, a summer camp held at Harding University. Impressed by the school’s global programs, he decided to enroll, initially with the aim of playing football.

While at Harding University, he studied a variety of subjects with the initial goal of becoming a philosophy professor (1).

However, his interests were broad and varied. Hedrick majored in general studies, which allowed him the flexibility to travel and explore a wide range of subjects. He was the resident beatboxer for the school’s a cappella group, Good News Singers, played rugby, acted in a school play, and participated in study-abroad programs in Zambia and Greece (2).

@lance.hedrick

show me ur results with a duet. pls&thx. #coffee #coffeetiktok #coffeelesson #coffeetutorial #beatbox #fyp

♬ Snowman – Sia

Hedrick is a man of many talents, not just coffee. Here he is showing off his beatboxing skills

While in Greece, he served as a teaching assistant for Kevin Youngblood and tutored students in ancient languages, including koine Greek, Aramaic, and ancient Hebrew. His passion for travel was evident as he visited 30 countries during his time in school.

After earning his bachelor’s degree in May 2014, Hedrick continued his academic journey by enrolling in a Master of Arts program in New Testament at Harding School of Theology in Memphis, Tennessee.

He planned to further his studies with a master’s degree in religion and philosophy, as well as a doctorate, at the University of Kent in Canterbury, England, starting in the fall of 2017. However, these plans got shelved as his path took a detour into the world of coffee.

His first job in the industry was as a barista at Kibo Midnight Oil in Searcy (3), Arkansas, a position he took after graduating. Under the guidance of his then-manager, Zak Kelley, Hedrick quickly distinguished himself by mastering latte art, a skill that was initially just a job requirement but soon became a personal passion.

His rapid skill development was not only noticed by his colleagues but also became a point of pride and joy for him, as he found the customer reactions to his artistry rewarding. However, his priorities and passions evolved over time, leading him to fully embrace a career in coffee.

The Art of Latte

Hedrick’s interest in latte art took off when he created his Instagram account, @lancehedrick. The platform allowed him to connect with other artists and coffee enthusiasts, providing him with a wealth of inspiration and techniques to expand his own repertoire.

His Instagram account gained significant traction, amassing nearly 5,000 followers solely from his latte art posts. This digital recognition served as a catalyst for Hedrick to further hone his skills and engage with a global community of coffee aficionados.

His commitment to the craft also led him to seek out mentorship opportunities, such as practicing with four-time UK Latte Art Champion Dhan Tamang (4), solidifying his status as a dedicated and evolving artist in the field.

Competition and Recognition

Lance Hedrick’s prowess in latte art didn’t go unnoticed in the competitive arena. He has participated in numerous competitions, including the Coffee Fest Latte Art World Championship Open, where he secured multiple first-place finishes (5).

His competitive journey also includes a variety of local “throwdowns” and other miscellaneous competitions, accumulating roughly 30 first-place finishes.

Coaching and Mentorship

Lance Hedrick’s influence in the coffee world extends beyond his own competitive achievements; he has also served as a mentor and coach to aspiring baristas. One of his most notable mentees is Andrea Allen, whom he coached through multiple competitions, including the US Barista Championship and the World Barista Championship (6).

In 2022, Hedrick took on another significant coaching role, this time with Morgan Eckroth, a fellow influencer and coffee YouTuber who won the US Barista Championship. Leading up to the World Barista Championship in Melbourne, Australia, Hedrick worked closely with Eckroth for two months as part of the Onyx Coffee Lab team (7).

His coaching was instrumental in Eckroth’s preparation, which was not only focused on the technical aspects of coffee-making but also on the thematic elements of her performance. The theme discussed the intersection of livestreaming and coffee culture, bridging the gap between the online and physical worlds. Eckroth even released a video series detailing her preparation and a recipe for her signature drink, further amplifying the impact of Hedrick’s coaching.

Hedrick’s commitment to mentorship is a testament to his broader view of success, one that includes lifting others up and contributing to the collective knowledge and skill set of the coffee community. His coaching endeavors have not only helped individuals achieve competitive success but have also enriched the quality of craftsmanship and knowledge within the industry.

Onyx Coffee Lab and Current Role

Lance Hedrick’s current position as a wholesale representative at Onyx Coffee Lab is just the tip of the iceberg when it comes to his contributions to the specialty coffee industry.

At Onyx, he’s not just a face for sales; he’s an integral part of the quality control process, deeply involved in equipment tinkering and optimization. This role allows him to apply his extensive knowledge and skills in a way that elevates the entire operation.

Digital Presence

In the digital realm, Lance Hedrick has built a formidable presence across multiple platforms, most notably on YouTube, Instagram, and TikTok. His YouTube channel serves as a hub for in-depth educational content, where he shares his expertise and passion for coffee with a global audience.

Similarly, his Instagram and TikTok accounts are not just showcases for his latte art and coffee insights but are interactive spaces where he engages with his followers, answering questions and demystifying complex coffee concepts. These platforms collectively serve as an extension of his educational and ethical commitments to the coffee community.

He is friends with the most loved personality in the space – Daddy Hoff James Hoffmann.

Financial Ethics and Transparency

Lance Hedrick’s approach to financial ethics in his digital presence is both transparent and principled. Despite the potential for significant financial gain through sponsorships and partnerships, Hedrick has been highly selective, choosing to align only with brands and products that meet his stringent ethical and quality standards.

This discernment extends to his refusal to review products he doesn’t believe in, even if it means burning bridges with manufacturers. He has also been transparent about the financial aspects of his digital platforms, revealing that he funnels all his earnings from YouTube back into the channel and maintains a full-time job at Onyx Coffee Lab to sustain his financial independence.

Hedrick’s commitment to transparency is further underscored by his openness about his expenditures and earnings. He disclosed that he spent $42,000 on his YouTube channel in 2022 (8), an amount roughly covered by his earnings from YouTube and Patreon.

His primary aim is not profit, but rather the dissemination of knowledge and the fostering of a genuine community around coffee. This ethical stance has earned him the trust of his audience, even as he navigates the complex landscape of sponsorships, reviews, and brand collaborations. Hedrick’s financial ethics serve as a testament to his integrity, making him a trusted voice in the coffee community.

Future Endeavors and Upcoming Projects

Lance Hedrick’s future in the coffee industry appears to be a blend of innovation, collaboration, and education. One of the most notable collaborations has been his work with Breville, a leading kitchen appliance brand with whom he developed the Lance Hedrick dual boiler espresso machine (9). He was also involved in the development of burrs for the Pietro 58 grinder with Fiorenzato (10).

These partnerships indicate Hedrick’s willingness to bring his expertise into product development, aiming to create tools that meet the high standards of professionals and enthusiasts alike.

Given his penchant for research and his ongoing commitment to education, it’s likely that Hedrick will continue to engage in projects that push the boundaries of coffee technology and methodologies. Whether it’s through new YouTube series, further collaborations with industry-leading brands, or training programs aimed at elevating the next generation of coffee professionals,

Hedrick’s future endeavors promise to be as impactful as his current contributions, further solidifying his position as a notable figure in the coffee industry.

Conclusion

Lance Hedrick’s journey in the coffee world is a testament to the transformative power of passion, expertise, and ethical commitment. As he navigates the complexities of ethical sponsorships, financial transparency, and work-life balance, Hedrick sets a new standard for what it means to be a coffee professional in the digital age. His story is far from complete, with upcoming projects and potential future championships promising to add new layers to an already remarkable career.