Bill Shufelt, co-founder and CEO of Athletic Brewing, shares his journey from quitting a successful hedge fund career to betting on himself and transforming the non-alcoholic beer industry. We discuss how Bill's personal decision to stop drinking evolved into a mission-driven business that's changing social norms and consumer habits. Discover the challenges of launching in an untapped market, the innovative strategies behind Athletic Brewing's success, and how aligning business with personal values is driving the rapid rise of the non-alcoholic movement.

Timestamps:
00:00 Life Before Athletic Brewing
01:31 The Journey of Quitting Alcohol
07:07 The Birth of Athletic Brewing
10:30 Building a Business Plan
15:15 Quitting Job & Full Time on AB
19:26 The Advantage of Being an Outsider
24:58 Recognizing Potential
29:46 Building Brand with D2C
37:35 Not Anti Alcohol
43:26 Making NA Cool
46:10 Personal Wellness and Meditation Practices
49:53 The Impact of Energy on Parenting
52:08 Universe Conspiring in Our Favor
53:24 The Future of Athletic Brewing

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