Why Athletic Brewing Is Winning the NA Beer Market | Bill Shufelt | Kreatures of Habit

About this episode

Bill Shufelt discusses his journey from finance to co-founding Athletic Brewing, the leading non-alcoholic beer company in the U.S.

Bill Shufelt, co-founder of Athletic Brewing, shares the full story behind leaving a demanding career in finance to build the #1 non-alcoholic beer company in the United States. After realiziång that traditional success wasn’t delivering fulfillment, he made the decision to quit alcohol—a move that led to major improvements in his productivity, sleep, relationships, and overall clarity. That shift became the foundation for Athletic Brewing, built around the belief that health, performance, and social connection don’t have to come at the expense of each other.In this conversation, Bill breaks down the early days of building Athletic Brewing from nights and weekends into a category-defining brand, including how he identified the health and wellness megatrend before it became mainstream. He talks about the importance of having a strong partner, taking calculated risks, and maintaining optimism while navigating uncertainty as an entrepreneur. The episode also explores the cultural shift toward moderation, how Athletic Brewing helped destigmatize non-alcoholic beer, and why more high performers are rethinking their relationship with alcohol. Bill shares practical insight into…

People in this episode

Host: Michael Chernow

Guest: Bill Shufelt

Topics covered

• non-alcoholic beer
• entrepreneurship
• health and wellness
• productivity
• moderation

Keywords

• Athletic Brewing
• non-alcoholic beer
• entrepreneurship
• health
• productivity
• moderation
• Bill Shufelt

Mentioned in this episode

Organizations: Athletic Brewing

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