Spotlights by Melissa Westphal 1/6
Interview with Bill Shufelt
Co-Founder and CEO of Athletic Brewing Co.
What inspired you to create a non-alcoholic craft beer that could stand out in a market dominated by traditional alcoholic beverages, and what were the biggest challenges in gaining acceptance among beer enthusiasts?
The funny thing is, I never aspired to be an entrepreneur - like the concept never even crossed my mind until I was one. The inspiration for Athletic Brewing was all about the potential to have a positive impact on the health & happiness of millions of people. In my prior career (hedge funds, which I loved), I never had the chance to have a positive impact on anyone. When I turned 30 and was about to get married, I found myself on this path of personal progress and self-improvement like I'd never been before. I fell in love with fitness, I stopped drinking, I was eating healthier - and all of a sudden, my performance and intellectual curiosity in all areas of my life skyrocketed. It positively impacted my career, relationships, and health. And when I helped a few close friends and family arrive at similar paths, it was the most rewarding work I had ever done in my life.
However, I was now a non-drinker and very much on the outside looking in at social situations where I used to thrive. Events with colleagues, friends, and family were less satisfying as I was on the kid's menu and an outsider. I also looked around and realized that most adults barely drink at all in a given week or occasion, and I saw a huge opportunity to elevate non-alcoholic drinks to levels uncompromising with full-strength alcoholic equivalents in both taste and experience.
By making moderation accessible (in the availability of product) and aspirational (in de-stigmatizing the choice), I've found a pathway to positively influence the health & happiness of tens of millions of people in a similar journey I am on myself. And it's exciting when I meet others on the same path - as I have with so many in the HPLT community and Brian himself.
I won't say the road has been easy. The market and product were non-existent and needed total reinvention, the industry didn't believe in it's potential, and every consumer had to be won over in a 1 by 1 context. At the end of the day, we elevated quality to a level that was undeniable to even the biggest haters, and we let passion take it from there.
What is non- negotiable when you start a business?
From a Founder's perspective, there has to be true passion. If the fire burns so brightly that you could never imagine it being squelched out, that is an enormous advantage - as nothing is ever easy. The road is always five times as long, and there are ten times as many steps or roadblocks in everything you need to do. But if it's your top interest and priority, it's fun and challenging. If it feels like play to you, it's a huge advantage.
From a people perspective, both in your company and industry, you need to treat people well. The world is far smaller than you think and your timeline will be longer than you think (if done well). Putting the needs of others first, both inside and outside your walls, will come back to you and build on itself.
From a consumer standpoint, the goal is to give them a clear benefit or be the best part of their day. If you don't deliver on your promise in quality, you don't have a business. Marketing gets very expensive trying to find new customers without word of mouth.
What core values guide your actions and decisions?
At the end of the day, it's hard to dial my values down into a small list of words - but it would mostly center around Integrity, Loyalty, Generosity, Honesty, Work Ethic, Innovation - with the goal of doing our best for our community, teammates, shareholders, and family. I try to live my life with the goal of being proud of the person I look at in the mirror everyday. And also, I find I sleep easy if I work incredibly hard and give everything my best - I'm a big believer in a heavy head hitting the pillow exhausted at night.
A quote I've always liked and had on my desktop background very often is, "Work hard, be kind, and amazing things will happen. - Conan O'Brien"
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