Like sober is such an outdated word these days. It's like I stopped drinking for personal reasons just to like feel better and it's there like people can be sober for an hour a day a week a month and I'd say a good percentage of our customers still drink on like maybe a Friday night or like one night a week but 50% of

adults have 0.1 drinks or less per week. So like the marketing stigma around not drinking is pretty

outdated at this point. I agree and and and why wouldn't you we just had an olympian in the

room why wouldn't you as a civil as a regular person why wouldn't you treat yourself like an olympian?

Welcome to the Spartan Up podcast with Joe Descenta, founder and CEO of Spartan Race.

We are talking about overcoming obstacles. The same way we teach people to get over obstacles on the course,

we will teach you here on the Spartan Up Podcast to get over obstacles on the course. We will teach you here on the Spartan Up Podcast to get

over obstacles in your mind.

Bill Schufelt left his job in finance to start something new, Athletic Brewing Company.

In this two-part interview with both Johnny Waite and

Joe DeSena, Bill shares lessons he learned along the way in his business and

health journey to reduce alcohol and improve performance.

Today's episode of Spartan Up is brought to you by Better Help.

Spartan Up listeners can save 10% on their first month by going to BetterHelp.com slash Spartan.

Hey I'm Johnny Waite, one of the hosts of the Spartan Up Podcast, and I'm here today with Bill Schufeldt, the founder of Athletic Brewing.

This conversation has been a really cool chance for me to reframe the way, think about drinking and speaking of great conversations,

Bill also had a chance to sit down with Joe DeSena, our founder and CEO and hosted the Spartanop podcast back in Fenway Park in November.

So it's really great to be able to revisit with you and just catch up.

Hey Bill, I used to be a bartender and so I've experienced when somebody

comes up and says, hey you have anything with no alcohol in it as though it's like a

secret right and is that shifting or people now starting to ask for it more straight up or is that still how it's being ordered?

It used to be this like mic drop moment when someone would order a non-alcoholic beer and have to like reiterate it three times and they're like, oh, let me check, I don't know.

...