Podcast appearances and mentions of bill shufelt

In a world where adult beverages have long been synonymous with alcohol, Bill Shufelt saw something different—a cultural and economic opportunity hidden in plain sight. He successfully navigated the startup ecosystem--scaling, manufacturing, building, and financing his company. Bill's company, Athletic Brewing, has attracted funding from top-tier investors like General Atlantic, Keurig Dr Pepper, Blake Mycoskie, and Lance Armstrong.

Meet Bill Shufelt, the visionary co-founder of Athletic Brewing, who transformed a simple “Why Not Now?” moment into a game-changing movement in the beverage industry. Bill shares his incredible journey of leaving a stable hedge fund career to create a non-alcoholic beer brand that's now leading a cultural shift toward mindful drinking.   In this episode, you'll hear about a pivotal dinner conversation with his wife that sparked Bill's bold leap into entrepreneurship, the personal transformation that fueled his passion for moderation, and how he built a brand that's not just about great beer but about impact, community, and purpose.   Amy Jo and Bill dive deep into the mindset behind disrupting a centuries-old industry, the power of consistency over chaos, and how sticking to his “slow and steady” approach led Athletic Brewing to become a #1 selling beer. These tips alone are a must-have for entrepreneurs.   From navigating investor rejections to becoming a B Corp with a mission, Bill's story is a masterclass in purpose-driven leadership. Whether you're an aspiring entrepreneur, a fan of Athletic Brewing, or simply love a great underdog success story, this conversation is packed with lessons on passion, patience, and the power of asking, “Why Not Now?”.   Learn more about Bill and Athletic Brewing: https://athleticbrewing.com/   Get Amy Jo's newsletter: amyjomartin.com/newsletter Watch Amy Jo's Speaking Reel: amyjomartin.com/speaking Learn more about Renegade: www.renegade.global/ Learn more about the Renegade Accelerator: www.renegadeaccelerator.com   Follow Amy Jo…   Instagram: www.instagram.com/amyjomartin/ X/Twitter: twitter.com/amyjomartin Facebook: www.facebook.com/AmyJoMartin/ YouTube: www.youtube.com/@AmyJoMartinRenegade Why Not Now? Instagram: www.instagram.com/whynotnow/ Buy Amy Jo's book: amyjomartin.com/book Follow Renegade Global: www.instagram.com/renegade_global

While Athletic Brewing may today be known as one of the fastest-growing breweries the craft beer industry has ever seen, its origins were more deliberate and intentional, with a rollout strategy that stayed local for as long as possible. Bill Shufelt's founder story goes back nearly a decade, and in those early years he carefully constructed a foundation that would serve the company well as it emerged as one of the faces of a new mindset around adult drinking.In this episode we talk with Bill on a variety of topics, including: Athletic Brewing's role in today's evolving drinking habits, and how quality and culture are table stakes for the company.The 18-24 month process they went through to come up with the brand name (including what the backup name would have been had "Athletic" not been available). The importance of Dry January in getting in front of a new audience, regardless of how consumers may choose to interact with the category.Which Athletic brews and seasonals Bill enjoys the most, and what's in his refrigerator at home.Advice for fellow NA entrepreneurs on the best way to achieve scale, balancing the need to learn from mistakes with a desire to grow quickly.Mentioned in this episode:Athletic BrewingHow I Built This Podcast (Bill Shufelt episode)Adult Non-Alcoholic Beverage Association (ANBA)We'd love your feedback!

Athletic Brewing founder Bill Shufelt turned non-alcoholic beer into a treat, not a sacrifice. He explains what's next. Jack previews earnings and Jackson drops a sneeze-guard bombshell. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this special episode Sammi is joined by Bill Shufelt, co-founder and CEO of Athletic Brewing Company, America's largest dedicated non-alcoholic brewery. They discuss the growing trend of low and no alcohol beverages, the health benefits of reducing alcohol intake, and the journey of Athletic Brewing. The conversation covers the company's innovative product offerings, their significant partnership with Arsenal Football Club, and the broader market trends towards moderation and wellness. You can find out more at athleticbrewing.com.Don't forget to rate/review and subscribe or follow!You can follow the show and send in your questions to @modernwellnesspodcast or email questions@modernwellnesspodcast.comAnd follow the hosts Adrienne @adrienne_ldn, Sammi @sammiadhami, and Oli @_olipatrick. Hosted on Acast. See acast.com/privacy for more information.

Bill Shufelt founded Athletic Brewing Company to re-invent non-alcoholic beer, but quickly learned that brewers didn't want to make it, stores didn't want to sell it, and potential customers didn't want to buy it. The NA beer that already existed was outdated and foul-tasting, but Bill was convinced that if he could make a good-tasting brew, it would appeal to a growing cohort of people who wanted to enjoy beer without getting buzzed. For a while, Bill's wife was the only person who supported him, but he eventually found an innovative brewer, and a winning strategy of sampling the beer at athletic events. Today, the company is valued at $800 million and Bill believes they're just getting started.This episode was produced by J.C. Howard, with music by Ramtin ArabloueiEdited by Neva Grant, with research help from Katherine Sypher.You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Bill Shufelt, co-founder of Athletic Brewing Company, shares his transition from working in finance to creating a leading non-alcoholic craft beer brand. Recognizing the market gap for non-alcoholic beverages, he founded Athletic Brewing Company while embracing a healthier lifestyle. Bill expands on his journey by discussing the company's challenges, successes, and their focus on community, authentic experiences, and positive impact. He also shares personal insights on fitness, work-life balance, and advice for aspiring entrepreneurs.Athletic Brewing website https://athleticbrewing.com/Athletic Brewing Instagram https://www.instagram.com/athleticbrewing/Athletic Brewing LinkedIn https://www.linkedin.com/company/athletic-brewing-company-llc/Show Notes:07:39 The Birth of Athletic Brewing10:21 Developing a Unique Product13:03 Building a Community and Marketing Strategy20:40 Personal Journey with Running and Fitness23:44 Inspiring the Next Generation26:01 Spartan Partnership and Athletic Brewing28:13 Positive Impact and Community Initiatives30:55 Early Challenges and Fundraising35:04 Key Breakthroughs and Team Building39:52 Navigating the Non-Alcoholic Beer MarketThe Crest is a podcast that dives into the art and science of finding product market fit. Through in-depth conversations with founders, entrepreneurs and investors, we uncover actionable insights to help you go from 0 to 1.Subscribe to The Crest on Substack, YouTube, Spotify, and Apple Podcasts. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecrestpodcast.substack.com

I used to be a bit of a stickler when it came to low and no alcohol beer—because it didn't really fit into my lifestyle at the time, I didn't see the point of it. These days, however, I've not only accepted that it's important to see more alcohol free beer on the bar, but believe its increasing availability is a net positive to beer culture as a whole. Not only does it give people who don't drink alcohol the chance to enjoy beer, but it allows people to curate their habits, whether that's to drink more mindfully, or cut down on the units in certain situations or at certain times of the year.Most importantly, I believe the increasing availability of good quality alcohol free beer opens up beer and pub culture to more people. And more people choosing to socialise and spend time in pubs is something that all of us should be celebrating. With a greater number of good quality draught low and now alcohol beer options coming to the market, this is a trend I expect to continue.One of the breakout low and no alcohol beer brands of the past few years is Milford, Connecticut's Athletic Brewing Company. Established in 2017 by Bill Shufelt and John Walker, in just seven short years it's grown to have multiple brewing sites, release well over 100 different beers—all low/no—and attain a market valuation of a staggering $800 million. They've even opened a taproom, which brings a beer experience most of us take for granted to a much wider range of people.While alcohol free beer is growing in the US beer market, it's not doing so quite as quickly as it is in the UK, where there seems to be less remaining stigma around alcohol free beer. As a result, Bill spends a fair amount of time in the UK as he helps to steward the growth of his brand over here. Most recently, Athletic has partnered with Arsenal Football Club as an official drinks partner, providing further mainstream exposure for a brand that shows no signs of slowing down.In this brand new episode of the Pellicle Podcast I caught up with Athletic Brewing Company's co-founder Bill Shufelt during SIBA's Beer X conference in Liverpool. We chatted about, among other things, the stratospheric growth of his brewery, their approach to producing their alcohol free products, and why the UK is a crucial market for low alcohol brands. If you're keen to understand the dynamic alcohol free beer market, then this episode is a must-listen.We're able to produce The Pellicle Podcast directly thanks to our Patreon subscribers, and our sponsors Loughran Brewers Select. If you're enjoying this podcast, or the weekly articles we publish, please consider taking out a monthly subscription for less than the price of a pint a month.

Young consumers are slowly turning down alcohol. With the booze industry scrambling to figure out how to sustain its dominance, there are other companies that are in a peak period. Athletic Brewing is now the top selling non-alcoholic beer in the US. So how did they grow so rapidly and where did founder Bill Shufelt even start? Join our host Jon Weigell, for an in-depth conversation with Bill Shufelt. Get our Entrepreneurship Trends Report here https://clickhubspot.com/teh Follow us on social media: TikTok: https://www.tiktok.com/@thehustle.co Instagram: https://www.instagram.com/thehustledaily/ Thank You For Listening to The Hustle Daily Show. Don't forget to hit Subscribe or Follow us on Apple Podcasts so you never miss an episode! If you want this news delivered to your inbox, join millions of others and sign up for The Hustle Daily newsletter, here: https://thehustle.co/email/  Plus! Your engagement matters to us. If you are a fan of the show, be sure to leave us a 5-Star Review on Apple Podcasts https://podcasts.apple.com/us/podcast/the-hustle-daily-show/id1606449047 (and share your favorite episodes with your friends, clients, and colleagues).

Non-alcoholic beer is booming, boosted by a cultural shift in Gen Z drinking habits and a pivot to healthy living. Athletic Brewing has become the biggest non-alcoholic beer brand in the US, fueling the buzz. Co-founder & CEO Bill Shufelt joins Rapid Response to share how Athletic is approaching a critical crossroad. After securing endorsements from JJ Watt to Karlie Kloss as well as a partnership with Arsenal Football Club, Athletic now faces a flurry of beer industry titans flooding into non-alcoholic brews. Shufelt explains why Athletic is expanding despite the competition, lessons from his days in the hedge fund world, and the balance between passion and discipline. Visit the Rapid Response website here: https://www.rapidresponseshow.com/Watch this episode on YouTube: https://www.youtube.com/watch?v=1OprTnKaRXESee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Back in January 2023, we interviewed the founder of the biggest non-alcoholic beer brand in America: Athletic Brewing. Since then, Athletic has surged past an $800M valuation with a huge fundraise this summer and is now the clear leader in the category, with a 19% market share. This interview was the best one yet, so we wanted to reshare it with you here while we're on vacation. Because Athletic founder Bill Shufelt isn't just the “the Knight of Non-Alcohol Beer,” he's also got a fantastic founding story…Subscribe to our Saturday Newsletter: tboypod.com/newsletter Watch us on YouTube Submit Facts & Shoutouts Instagram, TikTok, LinkedIn (Nick) & LinkedIn (Jack)About Us: From the creators of Robinhood Snacks Daily, The Best One Yet (TBOY) is the daily pop-biz news show making today's top stories your business. 20 minutes on the 3 business, economics, and finance stories you need, with fresh takes you can pretend you came up with — Pairs perfectly with your morning oatmeal ritual. Hosted by Jack Crivici-Kramer & Nick Martell.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Senator Tim Scott (R-South Carolina) is in the running for Donald Trump's VP; he discusses the 2024 Presidential race and the GOP's strategy while Democrats and President Biden stay in mainstream headlines. In DC, CNBC's Emily Wilkins reports on the ongoing debates within the Democratic Party. After Hurricane Beryl made landfall in Texas, millions were without power and three had died. Plus, Athletic Brewing is the top non-alcoholic beer in the country. Co-founder and CEO Bill Shufelt explains the cultural wave of sober-curious drinkers.  Sen. Tim Scott 15:11Bill Shufelt 27:15 In this episode: Emily Wilkins, @emrwilkinsTim Scott, @SenatorTimScottMelissa Lee, @MelissaLeeCNBCJoe Kernen, @JoeSquawkKatie Kramer,@Kramer_Katie

Bill Shufelt, the Co-Founder and CEO of Athletic Brewing Co., joins the show to share his journey from working at a top hedge fund to starting the biggest non-alcoholic craft brewery in the US. Hear how he discovered the opportunity for non-alcoholic craft beer, how to reinvent a product category, what's driven the success of Athletic Brewing, the story behind their flagship Run Wild IPA, and his favorite bars and restaurants in StamVegas. Connect with Bill at AthleticBrewing.com and on LinkedIn

Since 2017, Bill Shufelt (CEO, Athletic Brewing) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike the typical tech-focused chats, this one centers around a product many have fallen in love with. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry. (00:00) Introduction to Athletic Brewing(00:52) The Early Days and Breakthrough Moments(01:15) Celebrity Partnerships and Brand Building(03:16) The Philosophy of Brand and Movement(07:33) The Non-Alcoholic Beer Market(10:46) The Entrepreneurial Journey and Personal Sacrifices(18:22) Scaling the Business and Marketing Strategies(28:20) Navigating Regulations and Health Trends(39:07) The Importance of a Tech Co-Founder(39:31) Home Brewing Beginnings(40:13) Innovative Brewing Process(41:13) Food Safety Challenges(43:24) Raising Funds and Building a Brewery(44:24) Vertical Integration Benefits(45:33) Early Sales Efforts(46:56) Investor Relations and Accountability(51:14) Long-Term Vision and Focus(01:00:10) Cultural Differences in Non-Alcoholic Beer(01:02:35) Health Considerations and Alcohol(01:10:38) The Sensation of Drinking(01:12:50) Reflections on the Entrepreneurial Journey(01:14:46) Conclusion and Final Thoughts Executive Producer: Rashad AssirProducer: Leah ClapperMixing and editing: Justin Hrabovsky Check out Unsupervised Learning, Redpoint's AI Podcast: https://www.youtube.com/@UCUl-s_Vp-Kkk_XVyDylNwLA

Today on the podcast I sync up will Bill Shufelt, Co-Founder Of Athletic Brewing Company. Athletic Brewing Company is a leading U.S. manufacturer of non-alcoholic craft beer. The company was founded in 2017 by Bill Shufelt and John Walker, in Stratford, CT.  It all started with a crazy idea, a garage, and 100 batches on homebrew equipment.  Since then they have become the world's largest dedicated NA brewery with locations in both Milford, CT and San Diego and release 50+ flavors a year. I first discovered Athletic Brewing Company at a Triathlon event when they were launching early on and have watched them grow and truly pioneer this market of NA craft beers-seeing them at IRONMAN, reading about them in Inc Mag and more. Bill is an incredibly inspiring entrepreneur  and trail runner. Today on the podcast he dials me in to the early days, the brands growth and many flavors and variety's of craft beers, his personal exercise and wellness fueling him for success. Bill also shares some great entrepreneurial advice, one of his fave business books, and a dream on his vision board.,. CONNECT Athletic Brewing Company on  Instagram Marni On The Move Instagram, TikTok, LinkedIn, or YouTube` Marni Salup on Instagram and Spotify SUBSCRIBE TO OUR NEWSLETTER Sign up for our weekly newsletter, Do What Moves You, for Marni on the Move updates, exclusive offers, invites to events, and exciting news! SUPPORT THE PODCAST Leave us a review on Apple. It's easy, scroll through the episode list on your podcast app, click on five stars, click on leave a review, and share what you love about the conversations you're listening to. Tell your friends to what you love on social. Screenshot or share directly from our stories the episode you're listening to, tag us and the guests.

Brought to you by Attio, the next generation of CRM: https://bit.ly/AttioThePeel Bill Shufelt is the Founder and CEO of Athletic Brewing, the craft brewer that created the non-alcohol beer market in the US. Bill takes us inside the early days of starting the company, including realizing there was an opportunity to make non-alcoholic beer, finding a co-founder, struggling to find early investors, building multiple breweries, and getting into Whole Foods before launching. Our conversation is a case study on creating a new market - I hope you enjoy. Timestamps: (00:00) Preview (04:10) Becoming the #1 beer in Whole Foods(05:54) The history of non-alcoholic beer(10:41) Why an outsider had to create this new category(15:34) Health benefits of avoiding alcohol(17:51) Turner tries the beer(22:49) Bill's wife pushing him to start Athletic Brewing(26:38) Writing a 96 page white paper on non-alcoholic beer(28:42) Quitting his job to start six months of research and networking(30:21) Meeting the perfect co-founder after 100's of meetings(32:34) Putting his life savings into a warehouse and brewing equipment(33:04) The importance of setting company values early on(34:23) Brewing the first beer in Gatorade jugs(36:16) Selling the first bottles to retailers(37:42) Explosive growth in 2019(39:39) Why new products and D2C helped them scale so fast(40:39) Using TikTok to sell-out new product launches in 30 seconds(42:00) The value of doing early customer service himself(44:45) Getting to 61% market share in non-alcoholic beer(46:10) Struggling to raise the first angel round(48:34) Using consistent investor updates to easily raise the Seed, Series A, and Series B(50:47) Transitioning to institutional capital for its Series C(52:33) Betting on a new category to expand market size(55:44) Information access is enabling healthier consumer behavior(58:11) Bill's early strategy for marketing the product(1:01:43) The importance of over communicating with your investors(1:03:44) Why retailers like Athletic Brewing's unique omni channel approach(1:06:16) How building its own breweries and supply chain enabled its unique strategy and better margins at scale(1:09:04) Getting into Whole Foods before launching(1:11:31) Doing unscaleable things over and over again(1:13:50) Why entrepreneurship is a long game(1:14:22) Most of Athletic's new products come from the team Check out Athletic Brewing: https://athleticbrewing.com/ Where to find Bill: LinkedIn: https://www.linkedin.com/in/bill-shufelt-650059138 Where to find Turner: Twitter: https://twitter.com/TurnerNovak LinkedIn: https://www.linkedin.com/in/turnernovak/ Newsletter: https://www.thespl.it/

Bill Shufelt, co-founder of Athletic Brewing, hasn't just built a successful drinks company — he's revolutionized the entire American market for non-alcoholic beer. And he's done it in just six years. Bill gave up a comfortable life in finance because he knew that if he was interested in drinking non-alcoholic beer, other people would be too. But it was an uphill battle, because non-alc beer has been a stigmatized product in the U.S. almost since Prohibition. He was turned down by almost every brewer he approached, and at times was reduced to approaching strangers in liquor store parking lots to help him sell his product. Today, Athletic Brewing has grown to become the 13th-largest U.S. craft brewery and the second-largest non-alcoholic beer brand in the U.S. In 2022, Athletic was ranked as the 26th fastest-growing private company in America by Inc. Magazine and named one of TIME's “100 Most Influential Companies.” Join us for a fascinating conversation, as Bill explains how he built the company, and where he sees the market going next. Key Insights: Why non-alc beer is a major volume saver for retail and on-premise accounts. How Athletic got its first Whole Foods placement (awesome story!). How 66 individual investors took Athletic from its Seed Round all the way to Series B. Why DTC is the best channel for innovation. What the U.S. non-alc drinks segment can learn from their counterparts in Europe. The path Athletic sees for NA beer to grow to 10-20% of all adult beverages. Stay tuned for our next episode dropping on November 29.  Shoutout to our sponsor! A big round of thanks to AccelPay — a leading ecommerce solution for bev-alc brands. From a one-tap, compliant checkout to comprehensive sales data, AccelPay has you covered and can make your existing website a storefront. For an exclusive 10% off your account, visit: https://www.accelpay.io/bod About Erica Duecy, host: Erica Duecy is co-founder of Business of Drinks, a podcast and content consultancy, and one of the drinks industry's most accomplished digital and content strategists. She has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. She also has led digital editorial teams at Architectural Digest and Saveur magazines. Her content, podcast, and video programs have won more than 40 digital and editorial awards. She is a WSET Advanced-certified wine and spirits communicator, and author of the cocktail book Storied Sips (Random House), about the real-life stories behind the world's most famous cocktails.  To learn more about Erica Duecy: https://www.instagram.com/ericaduecy/ https://www.linkedin.com/in/erica-duecy-4a35844/ https://twitter.com/ericaduecy About Felicity Carter, host: Felicity Carter is co-founder of Business of Drink and the Editorial Director of Areni Global, the London-based fine wine think tank. Previously, she was Editor-in-Chief of Meininger's Wine Business International, a trade magazine she built into a global must-read, with subscribers in 38 countries. She is a regular media commentator, appearing on platforms as diverse as CNN, France24 and the New York Times, and has consulted to New Zealand Wine and the Dutch government. Felicity is an international wine judge as well as a regular keynote speaker at the wine industry's biggest conferences and events. Her work has appeared in The Guardian US, The Sydney Morning Herald and numerous other publications.  To learn more about Felicity Carter: https://twitter.com/felicitycarter https://www.linkedin.com/in/felicity-carter-a5754380/ https://www.instagram.com/carter.felicity/ And if you like what you heard, help us spread the word! Follow Business of Drinks, and rate and review our episodes on any platform where you're listening. It helps us find new listeners. Thank you!

This week, Bill Shufelt, Athletic Brewing Company co-founder, takes center stage in a rapid-fire round of questioning about how he works. In a candid, quick-fire round, Bill shares how a positive mindset keeps him at the top of his game, how he sets himself up for success by doing one simple thing the night before, and why moving up and moving on is critical to startup success. Got questions you want to hear on This is Quick? Share a post or comment on LinkedIn using the hashtag #ThisisWorking. Follow Bill Shufelt, Athletic Brewing Co., Nina Melendez, Dan Roth, and LinkedIn News on LinkedIn. Subscribe to our This is Working newsletter – you'll get our next leadership insights delivered right to your inbox.

There's a solid chance that if you were running a 5k or a half-marathon in Athletic Brewing Company's early days, Bill Shufelt handed you a non-alcoholic beer. He's been on a mission to transform how Americans think about drinking and social events, and has been a major force in the sober-curious movement. In this episode, Bill joins LinkedIn Editor-in-Chief Dan Roth to talk about Athletic Brewing's journey from an idea to the number one non-alcoholic beer in America. They talk about what it's like to trade in stability to chase a powerful dream, and why some non-scalable ideas can still have enormous impact on your bottom line. Watch the video of Dan's conversation with Bill Shufelt on the LinkedIn News Page. You can share your thoughts via email at ThisisWorking@linkedin.com, or join the conversation directly on LinkedIn using the hashtag #ThisisWorking. Follow Bill Shufelt, Athletic Brewing Company, Dan Roth and LinkedIn News on LinkedIn, and subscribe to the newsletter here.

In 2017 Bill Shufelt was desperate. He'd quit his job at a hedge fund to start a business that sounded absolutely nuts: a non-alcoholic beer that people would actually want to drink. WSJ's Ben Cohen uncovers how Shufelt's idea has led to one of the fastest-growing movements in the beer industry.   Further Listening: -Canned or Homemade? America's Biggest Cranberry Company Wins Either Way  Further Reading:  -The Hottest Beer in America Doesn't Have Alcohol  -Bud Light Missed Out on the Super Bowl Party  Learn more about your ad choices. Visit megaphone.fm/adchoices

How does alcohol impact athletic performance? Today's episode answers that, and more! Host Andrew Harley invites Dr. Krista Austin, exercise physiologist and nutritionist, and Bill Shufelt, co-founder and CEO of Athletic Brewing Company, to the conversation about alcohol intake when it comes to triathlon training and racing. Krista and Bill address how various types of alcoholic drinks affect athletic performance, and how long these effects last. Whether you are looking to responsibly incorporate alcohol into your lifestyle, cut back on your overall consumption, or recover faster from a night out celebrating your latest PR, this episode has great information for you. Time is running out to participate in this year's triathlon research! The Preseason Project® is a triathlon research initiative that helps us quantify and enhance the performance gains that TriDot's Optimized Training™ delivers over training alternatives. Qualified participants receive 2 free months of triathlon training. Learn more and apply at: https://psp.tridot.com/psp24wpod/

What can we learn from this $500M NA Beer company? In this episode of the Greenbook Podcast, Bill Shufelt, co-founder and CEO of Athletic Brewing, shares the inspiring journey and vision behind his non-alcoholic craft beer company. From a personal lifestyle choice sparking a groundbreaking business idea to the company's swift rise in the non-alcoholic beer market, outpacing industry giants, we delve into how Athletic Brewing is revolutionizing the industry with a focus on health, taste, and innovation. We also explore the strategic use of insights and data in product development, the challenges and rewards of entrepreneurship, and the evolving market trends shaping the future of beverages.You can reach out to Bill on LinkedIn. Many thanks to Bill for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.

SummaryIn this conversation, Andy Ramage and Bill discuss their shared passion for an alcohol-free lifestyle. Bill shares his experience of being alcohol-free for over 10 years and the advice he would give his younger self. They explore the journey of high performers and the impact of alcohol on various aspects of life. They also discuss the benefits of an alcohol-free life and the unexpected positive changes it brings. Overall, the conversation highlights the transformative power of choosing to live without alcohol.TakeawaysChoosing an alcohol-free lifestyle can have numerous positive effects on health, sleep, and overall well-being.High performers often overlook the impact of alcohol on their performance and personal life.Taking a break from alcohol can lead to a euphoric rush of health and improved physical and mental state.Living an alcohol-free life can result in a more fulfilling and authentic sense of self.Bill Shufelt's Social Links:athleticbrewing.comhttps://www.instagram.com/athleticbrewing/https://www.facebook.com/AthleticBrewing/https://www.youtube.com/@AthleticBrewinghttps://twitter.com/AthleticBrewinghttps://www.tiktok.com/@athleticbrewing

Editor’s Note: In this edition of the GearJunkie Podcast, we sit down with the Co-Founder and CEO of Athletic Brewing, Bill Shufelt, to learn about the brand’s early days and what led him to take an early interest in the then-dormant category. Before Athletic Brewing Company, Bill Shufelt worked long hours at a hedge fund. He spent his days in the office, and often found himself entertaining clients and attending work-related social functions after hours. It was a work hard, play hard lifestyle that perpetuated unhealthy routines. While entertaining clients and attending work functions, Bill noticed that it was hard for him avoid alcohol. He wanted an alternative non-alcoholic option — a drink that he could enjoy socially without the negative side effects of alcohol. At the time, it just didn’t exist. Up to that point, the adult beverage industry had made it really hard to love non-alcoholic drinks. Over the previous decades, there'd been little to no product innovation or marketing support. According to Shufelt, “Non-alcoholic beer was the most boring, dusty part of the grocery store or bar.”Aside from the obvious market vacuum, Bill knew it from his own lived experience. “Alcohol, at the end of the day, is a ‘functional ingredient,'” the Athletic Brewing Co-Founder and CEO told the GearJunkie Podcast. “I wanted to be in all of those social settings, at all of those times, without having to deal with the side effects of that functional ingredient, whether that's health or lost productivity, an ongoing distraction — tough to move around, tough to sleep, tough to work the next day, dietary implications, you name it.” An avid athlete and hard-charging professional, Bill wanted to live that full, cosmopolitan, performance-driven life, without the downsides of alcohol. (Photo/Athletic Brewing) Building the Athletic Brewing Brand Early on, Athletic Brewing Co. identified a stigma surrounding NA beer. For this reason, Bill and his team designed the Athletic brand to be bright, colorful, and reassuring. They wanted a can consumers could hold proud, subliminally communicating a sense of positivity.  Similarly, in those early years Shufelt was a big proponent of in-person tastings and demos, often competing in the very races he was promoting at. Bill knew that drinking NA beer made sense for a lot of people. Historically, NA beer customers skewed older, with a bent on fitness and perhaps a tad more responsibility than their younger peers. But since its inception, Athletic Brewing has largely built out its own category, now appealing to a more generalized, all-age active lifestyle demographic. The Impact of NA Beer on Health and Wellness “It's low calorie,” Shufelt said of Athletic Brewing's beverages. “So it lends itself to busy, healthy people. We just had to let that get out into the world.” The average adult has about four drinks a week, so it tends to be a very specific time-and-place activity, but in Bill's words, Athletic Brewing essentially allows people to feel good about grabbing a beer any night of the week. “When I'm having a really stressful day at work,” he continued, “if I can crack that IPA for the last hour while I work in my home office — or have a beer every night of the week with dinner — it's game changing.” Where in his former life, having a beer would eliminate the likelihood of a workout or continuing work, Athletic Brewing has allowed Shufelt to enjoy his appreciation for beer without it slowing down other aspects of his mental and physical life.      (Photo/Athletic Brewing) Growing Competition in the NA Market Moving forward, Bill feels optimistic about the NA category. Since Athletic’s inception, bigger players in the beverage space have entered. But instead of trying to kill the category's growth, they’re looking to compete.  “This category is very positive sum,” Shufelt explained of the NA beer market. “The tide is going to be coming in for a long time. Health and wellness is one of those things where you can't really put the toothpaste back in the tube. So I'm really glad to have more entrants into the category.” Nowadays, there's over 150 NA beer brands. When Athletic Brewing started, there were six. “Now, you have non-alcoholic Corona sponsoring the Olympics,” he enthused. “I think that progress is so good for the overall category, awareness, and tearing down stigmas.”   The Future of Athletic Brewing With all of the growth, Athletic Brewing has been shortlisted as a prime target for corporate acquisition. But despite the interest from potential buyers, Shufelt insists that they aren’t building to sell. “When there's exciting data points, people pick up the phone to try and get involved in your business,” he explained. ”But we're really excited about being the leader of this category and building for the very long term — I was never interested in selling.” The rise of Athletic Brewing has been consistent and pronounced, but as Shufelt caveats, no small business survives without challenge. To maintain a growth mindset, Bill has adopted a form of mental preparation where he pre-accepts future turbulence.  “Any challenge is tackle-able with that mindset,” he said. “At the same time, all of the opportunists who come for the gold rush, the quick hit, they're not gonna be here in 3-6 months. It's not easy, and I like that it's not easy.” The post Athletic Brewing CEO Bill Shufelt Is Increasing Beer-Drinking Occasions appeared first on GearJunkie.

It's the end of 2023, and what a year it's been! In this episode, we're sitting down with Bill Shufelt and John Walker, the founders of Athletic Brewing, to hear about the year in review. In our conversation, we discuss Athletic Brewing's commitment to quality, sustainability, and our amazing community. We also discuss some of the major wins of 2023, some of their favorite stories from the year, and their insights and thoughts on the year ahead. To learn more about Athletic Brewing's award-winning non-alcoholic craft beer, visit AthleticBrewing.com and follow us at @AthleticBrewing.This January, track your progress and stay motivated, all while Giving Dry a Try like a pro. You'll join a community of other Trackers and can share your progress. Start your Track Record today! Learn more about Track Record here.

(Originally aired 2021)  Ever longed for a beer that won't sabotage your fitness goals? Join me as I welcome John, the co-founder and head brewer of Athletic Brewing Company, to unveil the captivating narrative behind their ground-breaking non-alcoholic beer. This all began when Bill Shufelt, the original founder, chose to prioritize his wellness over his high-pressure hedge fund career. His bold decision led to the creation of a product that is challenging the negative perceptions around non-alcoholic beer. Get inspired by their journey from just a dream to quitting stable jobs and building the first non-alcoholic brewery in the U.S. John also candidly shares his experience of relocating from New Mexico to Connecticut to join forces with Bill on this exciting project.Discover the distinctive philosophy Athletic Brewing Company brings to the craft beer world. Learn about their noble initiatives such as the Two for Trails program and their future ambitions. Beyond the beer, we dive into the broader discourse of health and fitness, touching on the mental advantages of sports and its role in creating a better future for ourselves and our progeny. Regardless of if you're a fitness fanatic, beer enthusiast, or just someone yearning for motivation to make a lifestyle change, this episode is brimming with insights and stories that enlighten and inspire. Prepare to see non-alcoholic beer in a whole new light!Support the show

This week's Brewbound Podcast features interviews with some of Brewbound's 2023 award winners. Hear from; 2023 Large Brewery of the Year, Athletic Brewing, with founders Bill Shufelt and John Walker; 2023 Craft Brewery of the Year, Lawson's Finest Liquids, with founder Sean Lawson and CEO Adeline Druart; And 2023 Beyond Beer Company of the Year, BeatBox Beverages, with co-founder and COO Aimy Steadman. Also, the Brewbound team gives a few quick takeaways from last week's Brewbound Live business conference, recaps the Brewers Association's Year in Beer report, and plays Another Round or Tabbing Out on non-alc and alc convergence and a Lobster Pie beer.

Athletic Brewing Company wasn't the first non-alcoholic beer brand, not by a long shot. But it was the first to successfully cross the flavors and aesthetics of the craft beer segment consistently, and at scale. Its considerable success since first hitting the market in mid-2018 has helped open up horizons for millions of drinkers — and today, co-founders Bill Shufelt and John Walker are here to talk about how it all went down. Don't forget to like, review, and subscribe! Hosted on Acast. See acast.com/privacy for more information.

In an age of increased focus on both health and social engagement, non-alcoholic beer may just have become cool.  Listen to Bill Shufelt, Darien native, Co-Founder and CEO of Athletic Brewing Company, a rapidly growing beverage company talk about his product, inspiration and how he built such a successful business.

Bill Shufelt, Founder and CEO of Athletic Brewing Company, left his job as a hedge fund trader to pursue a more meaningful venture with positive societal impact, even when no one in the industry saw the market potential. In this episode of The Founder Spirit podcast, Bill shares his enthusiasm of brewing fulfillment in revolutionizing the non-alcoholic beer segment and his journey of building a health-conscious brand.A former hedge fund trader and college athlete, Bill stopped drinking a decade ago and felt enormous positive effects on his life. But he was also frustrated by the lack of great tasting, non-alcoholic alternatives, and determined to craft an innovative beer for today's active, healthy adults. Just how did Athletic Brewing Company turn one of the most unappealing, underwhelming beverages into a booming business over a short span of 5 years? TUNE IN & find out from this delightful conversation with Bill on the significance of building something you're passionate about and creating a meaningful impact on society!For detailed transcript and show notes, please visit TheFounderSpirit.com. Also follow us on: LinkedIn: https://www.linkedin.com/company/the-founder-spirit-podcastInstagram: https://www.instagram.com/thefounderspirit_podcastYouTube: https://www.youtube.com/@TheFounderSpiritPodcastFacebook: https://www.facebook.com/TheFounderSpiritTwitter: https://twitter.com/founder_spiritIf this podcast has been beneficial or valuable to you, feel free to become a patron and support us on Patreon.com, that is P-A-T-R-E-O-N.com/TheFounderSpirit.As always, you can find us on Apple, Google, Amazon and Spotify, as well as social media and our website at TheFounderSpirit.com.About This Podcast:Whether you are an entrepreneur, a mid-career professional or someone who's just starting out in life, The Founder Spirit podcast is for you!In this podcast series, we'll be interviewing exceptional individuals from all over the world with the founder spirit, ranging from social entrepreneurs, tech founders, to philanthropists, elite athletes, and more. Together, we'll uncover not only how they manage to succeed in face of multiple challenges, but also who they are as people and their human story.So TUNE IN & be inspired by stories from their life journey!

When they produced their first batch of non-alcoholic beer in 2017, Athletic Brewing Co. co-founders Bill Shufelt and John Walker knew they were on to something special. They may not have realized, however, they were brewing a revolution. Founded in 2017, Athletic Brewing has emerged as one of the fastest growing beverage companies in the U.S. and is leading the charge for a burgeoning cohort of zero-proof alcohol alternatives. According to industry trade group The Brewers Association, Athletic is the 13th largest craft brewer in America and the leading producer of non-alcoholic craft beer. Its products are distributed in all 50 states and available at over 50,000 retail stores nationwide, including Walmart, Costco, Publix, Target and CVS. Amid surging demand – Nielsen data from March showed annual dollar sales of the brand up 94% – Athletic has invested heavily in production. The company operates brewing facilities in Connecticut and San Diego, built in part from the $173.5 million in outside capital the company has raised, including a $50 million investment from Keurig Dr Pepper in November 2022. In this episode, Shufelt and Walker spoke about Athletic's role in the evolution of alcohol-alternative beverages and its influence on how consumers perceive them, why it's in the company's interest to support competitors and how it does so, how they evaluate new retail and distribution opportunities and where resources are best utilized, and how they stay grounded amid continued growth and industry hype. Show notes: 0:43: Interview: Bill Shufelt & John Walker, Co-Founders, Athletic Brewing – Taste Radio editor Ray Latif met with Shufelt and Walker at Athletic Brewing's facility in Milford, Connecticut, where they discussed the brand's outsized growth over the past two years, why they feel a responsibility to support competing brands in the nonalcoholic beer category, and how has how they have maintained the quality of their products amid exponential growth. They also spoke about why they prefer in-house staffing to outsourced help, how they consider entering new retail channels, including convenience stores, and why they are guided by Athletic's long-term vision amid speculation about a potential exit. Brands in this episode: Athletic Brewing Company, Heineken

Newsline with Brigitte Quinn spoke with Bill Shufelt, the co-founder and CEO of Connecticut's Athletic Brewing Company, about the rising popularity of non-alcoholic beers.

In this episode of FOMO Sapiens, we delve into the inspiring journey of Bill Shufelt, the visionary co-founder of Athletic Brewing. Get ready to be inspired by his story of entrepreneurship, resilience, and passion for crafting a successful business in an industry known for its challenges. Bill Shufelt's journey to founding Athletic Brewing began with a unique vision: to create high-quality, non-alcoholic craft beer that would cater to both health-conscious consumers and the ever-expanding sober-curious community. As a seasoned business thinker with a background in finance, Bill's transition into the brewing industry was still unconventional. Join us as we explore the early days of Athletic Brewing, where Bill faced numerous obstacles while trying to disrupt a market dominated by traditional alcoholic beverages. We hear firsthand accounts of how he overcame skepticism and naysayers who doubted the viability of non-alcoholic craft beer. With unwavering determination, Shufelt refused to back down. Tune in as Bill shares the most challenging moments in his entrepreneurial journey. Learn how he navigated through tough times, adapted to unexpected obstacles, and turned them into opportunities for growth. In this episode, FOMO Sapiens also dives deep into the importance of maintaining a strong company culture and a team passionate about the brand's mission. From brewing breakthroughs to exciting new product launches, this episode covers the latest developments in Athletic Brewing's ever-expanding product line. Bill Shufelt's commitment to quality and customer satisfaction has not only led to impressive numbers but also fueled the brand's positive impact on people's lives. Join us for an unforgettable conversation with Bill Shufelt as we explore the incredible journey of Athletic Brewing - a story of passion, perseverance, and crafting a successful business that challenges the norms. Whether you're a budding entrepreneur or a fan of great craft beer, this episode will leave you inspired and eager to take on your own challenges. Don't miss out on this tasty episode of FOMO Sapiens! Learn more about your ad choices. Visit megaphone.fm/adchoices

When it comes to the world of no-and-low beers, they no longer on the periphery of the conversation - they are the conversation. The sale of low-alcohol and no-alcohol beers in the UK have nearly doubled in the last five years. Various product releases from global brands, coupled with a raft of launches from independent businesses, have helped give drinkers an increasing number of options when it comes to the beer they drink. A glance at research from last year courtesy of research group IWSR showed that UK drinkers bought some $500m of alcohol-free and low-alcohol beers in 2021, a 40% increase on what they procured back in 2016.  In that time the curious and determined duo of Bill Shufelt and John Walker brewed more than 100 test brews of non-alcoholic beer on a small home brewing system in order to perfect their proprietary process. As a result, they went on to start the US-based Athletic Brewing. Since founding the business, they've gone from being one of the smallest breweries in America to a top-20 craft beer producer. In this episode, we revisit our chat with co-founder Bill Shufelt who talks us through the brewery's journey, its global expansion and why losing the alcohol from your beer, shouldn't mean you lose the variety. 

Bill Shufelt is a seasoned entrepreneur and business leader with a background in finance. He is the CEO of Athletic Brewing Company, a revolutionary brewing company that offers non-alcoholic craft beer for a healthier, more active lifestyle. Despite being rejected by 100 investors, Bill's determination and vision for Athletic Brewing Company led him to raise $175 million and open breweries on both coasts.  Today, Bill and Larry discussed the balance between work and family life as well as his experience of going alcohol-free for 433 days and how it has positively impacted his life in various aspects, such as improved health, increased intellectual curiosity, and a deeper connection with his family. As a father of four, Bill values taking time to be present with his family and recognizes the importance of disconnecting from the daily routine. He believes that doing so allows one to fully appreciate the moments they share with loved ones, no matter how small they may be. In addition, Bill highlights the significance of being present and enjoying moments with family and friends. He suggests that this can help to create lasting memories and strengthen relationships. Bill also talks about the risk-free decision of quitting alcohol and its positive outcomes. By choosing non-alcoholic beer, like the ones from Athletic Brewing Company, you can reduce your alcohol consumption, stay sober, and still attend events where alcohol is present. In conclusion, Bill Shufelt highlights the importance of going alcohol-free and taking time to be present and enjoy moments with loved ones. By disconnecting from the fast-paced world and slowing down, individuals can fully appreciate the moments they share, create lasting memories, and strengthen relationships. www.thedadedge.com/friday103 www.​​thedadedge.com/beer    

Non-alcoholic and low alcohol beer is a rapidly growing market, as consumers search for healthy alternatives. Bill Shufelt started Athletic Brewing with his partner, brewmaster John Walker in 2018. Speaking to Dougal Shaw, Bill Shufelt explains how he sees the alcohol free beer market, and describes his 'career change moment'. Presenter/producer Dougal Shaw. (Image: Bill Shufelt at his brewery. Credit: Getty Images)

Bill Shufelt and John Walker sit down me to talk about their fatherhood journeys. They share the values they are looking to instill into their kids. In addition they share how their kids inspired them. After that we talk about their inspiration to start up Athletic Brewing Company. Afterward they talk about creating a new culture in the beer industry and their creative process. Lastly, we finish the interview with the Fatherhood Quick Five.  About Athletic Brewing Company Athletic Brewing Company is pioneering a brewing revolution. They are a non-alcoholic beer company dedicated to making great-tasting craft brews. Athletic Brewing is headquartered in Milford, CT. Its lineup of innovative near beers allows you to enjoy the taste and experience of refreshing craft brews without sacrificing your performance, passions, or good taste. In addition, they're fit for all times, made for all palates, and enjoyed by anyone who loves great craft brews. Therefore, whether you're looking to cut out alcohol for life or just for a night, you shouldn't have to sacrifice your ability to be at your best. Visit athleticbrewing.com for more on their products and company.  About The Art of Fatherhood Podcast  The Art of Fatherhood Podcast podcast follows the journey of fatherhood. Your host, Art Eddy talks with fantastic dads from all around the world where they share their thoughts on fatherhood. You get a unique perspective on fatherhood from guests like Joe Montana, Kevin Smith, Danny Trejo, Jerry Rice, Jeff Foxworthy, Patrick Warburton, Jeff Kinney, Paul Sun-Hyung Lee, Kyle Busch, Dennis Quaid, Dwight Freeney and many more.

First, he was in finance. Then he got rejected by 100 investors. But now he's raised $175M… and opened breweries on both coasts. We just popped open cans from the largest non-alcoholic brewery in the US. CEO Bill Shufelt and his co-founder pioneered a non-alcoholic beer you'd actually want to drink — and it now controls over 50% of the alcohol-free craft beer market.  Bill sat down with us, over a few of his own non-alcohol beers, to tell his story in our 2nd Interview Pod. Cheers. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Darren is defined by being different. From hiring a professional baseball player to attend his bar mitzvah to covering the wall of his college dorm room with drink labels to being one of the youngest employees on air at ESPN, Darren tries to stand out from the crowd. That's why it was no surprise that when he caught wind of a radical new idea from Bill Shufelt, craft non-alcoholic beer, he was captivated. In this episode, we had the pleasure of sitting down with Darren, who is well-known as a sports business analyst and reporter with over 20 years of experience covering the business of sports and has been recognized as one of the top sports business journalists in the country, who also happens to be a passionate and early supporter of Athletic Brewing. To learn more about Athletic Brewing's award-winning non-alcoholic craft beer, go to AthleticBrewing.com and follow us at @AthleticBrewing.

In this week's episode of Honest Retail, we are joined by Bill Shufelt from Athletic Brewing, and we chat about the topics and headlines that are capturing our attention, including: - The rise of Athletic and the state of non-alc - Buy With Prime - Slate's recent raises Cameron McCarthy: https://www.linkedin.com/in/cameronkennethmccarthy/ Taylor Foxman: https://www.linkedin.com/in/taylor-foxman/ Carlton Fowler: https://www.linkedin.com/in/carlton-fowler-63069478/ Bill Shufelt: https://www.linkedin.com/in/bill-shufelt-650059138

It's the end of 2022, and what a year it's been! In this episode, we're sitting down with Bill Shufelt and John Walker, the founders of Athletic Brewing. In our interview, we talk about Athletic Brewing's, commitment to quality, sustainability, and our amazing community. We also discuss some of the major wins of 2022, some of their favorite stories from the year as well as their insights and thoughts on the year ahead. Athletic Brewing is a pioneer in the non-alcoholic craft brewing industry, offering a range of delicious and refreshing beers that are made without any alcohol. Bill and John started the company in 2018 with the goal of providing people with a healthier, more mindful alternative to traditional beer. This January, join our “Give Dry A Try” team with WHOOP! Learn more about the partnership and challenge here. To learn more about Athletic Brewing's award-winning non-alcoholic craft beer, go to AthleticBrewing.com and follow us at @AthleticBrewing.

Bill is a unique combination of driven yet centered and peaceful. His journey of perseverance is inspiring. Athletic Brewing is a great company, go get yourself a 6 pack!

My guest is Bill Shufelt CEO of @athleticbrewing News from @flagshipbrewery @nycbrewed @departedsoles @omfbrewing @brooklynbrewery @coronadobrewing & more. Suds and Duds too. @njcraftbeer  @hoppedupnetwork @sjbeerscene @brewerystrong #metalforever #drinklocal #drinkcraftnotcrap #stouts #ipas #lagers #ales #sours #hops #pilsners #porters #gastropub #speakeasy  #growler #beer #jerseybeers #fcancer #smallbusinessowners #beerfestivals #beertours #music #savenjbeer #podcasts #crowlersSee omnystudio.com/listener for privacy information.

Bill Shufelt is the CEO and Co-Founder of Athletic Brewing Company. Athletic is the #1 non-alcoholic brewer in the U.S. with a 55% market share in this fast-growing category. In the conversation, Bill and Greg go deep on: The opportunity Bill spotted in non-alcoholic beer and what it was like convincing others The factors that are driving massive growth in non-alcoholic beverages The biggest challenges, including stigmas and social uncertainties related to consuming non-alcoholic beer The competitive environment in the space and what the entry of large brewers means The habits and practices that keep Bill grounded (and he very much is!) Where the industry (and Bill) go from here Greg & Bill also referenced this episode of the Huberman Lab podcast: What Alcohol Does to Your Body, Brain & Health - Ep.86 Link to (very rough) transcript: https://share.descript.com/view/5nG1IGpw9Lj Make sure to follow Athletic on Twitter @AthleticBrewing and Instagram @AthleticBrewing And go get yourself some awesome beer... sent right to your home: https://athleticbrewing.com/ -- Don't forget to follow Greg on Twitter @gregorycampion and subscribe to his bi-weekly newsletter: https://gregcampion.substack.com. If you enjoyed this episode, please consider rating and reviewing Intentional Wisdom wherever you get your podcasts. --- Send in a voice message: https://anchor.fm/intentionalwisdom/message Support this podcast: https://anchor.fm/intentionalwisdom/support

Keurig Dr Pepper (KDP) has taken a minority stake in non-alcoholic beer maker Athletic Brewing Company, following a $50 million investment in the brand. Athletic co-founder Bill Shufelt shares why KDP was the right partner, what the investment will go toward, and how the company is pacing toward the end of 2022.

Bill Shufelt was a trader at a hedge fund who got tired of drinking. It was doing nothing for his performance at work–or while trail running. So he decided to start a non-alcoholic craft brewery. Not that anyone else believed in his mission. He tells host Christine Lagorio-Chafkin how he struggled for years to find a co-founder, and met with 120 investors before putting together enough money to start his own brewing facility–because no other brewery wanted to work with him. Now, his company, Athletic Brewing, is growing so fast it has been struggling to meet demand in the $109 billion craft brewery industry's fastest growing segment. Athletic Brewing grew 13,071 percent over the past three years, making it the 26th fastest growing company in the United States, as recognized by the Inc. 5000.

This is our 4th Founders Week here on the Men of the Hour podcast and this week Justin is interviewing founders of “better for your” businesses so we can learn how they built their brands, develop their teams and so much more! Whether or not you are or want to be a business owner, the episodes you will hear from this week are second to none as there are elements of thought leadership and inspiring stories we know will add value to you! Bill Shufelt is the Co-Founder of Athletic Brewing Company and what we find out on this episode is that Bill's leadership style and care for people's well-being has so much to do with the success of his business. It's something we know all of us can learn from today! Athletic Brewing Co. is a non-alcoholic beer company dedicated to making great-tasting craft brews, without compromise. Our lineup of styles lets you enjoy the taste and experience of refreshing craft beer without sacrificing your performance, passions, health, or good taste. They're fit for all times, made for all palates, and enjoyed by anyone who loves a great beer. Host and Executive Producer: Justin Crawford Produced by JUST Media This episode is sponsored by Better & Better. Find out more about this amazing company dedicated to your gut at www.betterandbetter.com and use the code MENOFTHEHOUR20 at checkout for 20% off your first order!

Bill Shufelt is co-founder and CEO of Athletic Brewing. The first US-based beverage company focused on brewing high-quality, great-tasting non-alcoholic craft beer. Named by Time Magazine as one of the top 100 most influential companies, Athletic Brewing was born from a dissatisfaction with the metallic tasting, watered-down non-alcoholic options on the market. Athletic Brewing is a haven for the ever-growing sober curious trend we see, especially amongst those who hold active lifestyles and feel good as a priority in life. With limited edition brews like Sunset Stoke, Idaho 7 Cashmere, Soul Sour, and Nature Nut, it is clear that the creative juices are flowing, and to my best guess, the stream of well-being is behind it all. Bill and his crew at Athletic Brewing are on a mission to positively impact their customer's health, fitness, and happiness while impacting their communities and environment for the better. As someone who loves a tasty IPA but not so much the numb cheeks, and dull mind that goes along with it, I knew when I took my first sip last year at IM 70.3 St. George that I had to find out who was behind this brew and that we had to invite them onto the podcast. We hope you enjoy this episode. Bill's story is incredibly inspiring for those craving something more meaningful in life! In this episode, we discuss. - hops, malt, and the moment - the first beer feels good, not the 8th beer - leaving a job that no one had ever left before - left alcohol to fuel an endurance lifestyle - penalty box existence  - delusional optimism and confidence - overcoming major walls and obstacle  - what it takes to be grassroots in the marketing and branding - reflecting on the grind fondly - 1000 true fans - importance of giving back & employee ownership - Journey to 100 film - daily meditation practice - goal setting and gratitude - Two for the Trails program - "community first" mentality - Athletic Brewing Ambassador Team Namaste- Jess

In a testament to how quickly the beer industry can change, it's hard to imagine even just a few years ago that a panel like this would be taking place. But as the beer industry matures, there is a tilt towards health and wellness, the rise of non-alcoholic beer in the craft space can not be ignored.  It shouldn't be ignored.  What you are about to hear was held in a seminar room at the 2022 Craft Brewers Conference in Minneapolis.  This is an expert panel that is pushing the boundaries of non-alcoholic beer in taste, innovation, and positive public perception.   So you'll hear from:  · Garrett Oliver the brewmaster of The Brooklyn Brewery, the author of The Brewmaster's Table, and the Editor-in-Chief of The Oxford Companion to Beer.  · Bill Shufelt the co-founder and CEO of Athletic Brewing Co.  And · Keith Villa Brewmaster and Co-Founder at Ceria Beverages Company  This audio was captured by  Erik Eidem who had a microphone and camera set up in the seminar room. So while there aren't individual mics, it will hopefully give you the sensation that you were in the room with everyone else. This Episode is sponsored by:Pro BrewerEarlier this year Beer Edge starting working with ProBrewer that to bring original articles to ProBrewer.com twice a week covering issues important to the beer industry and aimed at helping breweries of all sizes understand different facets of the business.  Check out our articles on ProBrewer.com every Tuesday and Thursday and visit the site daily for other original content and to stay connected with the beer industry.  For more Drink Beer, Think Beer or to check out Beer Edge follow us on Twitter @thebeeredge and visit All About Beer. Host: John Holl Guests: Garrett Oliver, Bill Shufelt, Keith Villa Sponsors: Pro Brewer, The Craft Brewery Cookbook,  All About Beer and The Beer Edge Tags: Beer, Ownership, Non-alcoholic, marijuana, Innovation, education

I like beer. You like beer. Beer is great! Hangovers, poor decision making, reduced performance, and alcohol induced accidents aren't that great. Bill Shufelt had a very successful career in finance, but he found that he inspired at work. It was work for the sake of work and he wasn't making healthy decisions. He saw a void in the craft beer market, specifically for non-alcoholic beer and leapt at it. After (nearly) countless attempts, along with his business partner, John Walker, they created the genre of North American craft NA beer. The proof is in the pudding; in 2020, Athletic's Free Way IPA won the award as Supreme Champion Beer at the International Beer Challenge, the first non-alcoholic beer to win the award, beating over 500 other entries. Don't miss out on performing at your best. Go to www.therabody.com/king and check out their RecoveryAir JetBoots to be able to be at your best, wherever your day/training/travels take you.