Few brands can match the wild ride of Athletic Brewing, the biggest non-alcohol beer brand in the US, which the Wall Street Journal just reported doubled its valuation to $800 million. Founded by Bill Shufelt in January, 2017, Athletic Brewing products are now routinely found at Canadian races, including the TCS Toronto Waterfront Marathon this fall. Leading into Toronto’s big race, iRun is going to put together an Athletic Brewing team of twenty runners to compete in the marathon or half marathon, fully outfitted in Athletic Brewing race kits, with even more bells and whistles kicked in. In the digital issue of iRun we’re currently making—out July 24—details of the contest will be explained. In the meantime, Shufelt talked to iRun exclusively to talk about their commitment to running, Canada, and the non-alcohol beverage category.
iRun: You started Athletic Brewing at the races. What do you like about summertime and why is now a good time for your product?
Bill Shufelt: I love being outside year-round, but especially in the Fall. After living in a couple of different regions since we launched Athletic, I have a whole new appreciation for the beauty of Fall in the Northeast — the diversity and exuberance of all the blooms, birds singing, and people re-emerging from hibernation and working out. Some of the best trail running happens in the summertime and fall!
iRun: I’ve found on my own journey that when I started with AB, it’s become essential. Now I can’t imagine my training without it. Does that reflect other athlete’s experiences? Are you finding that once runners first try your product, they become loyal customers?
BS: Addition to experience by subtraction of alcohol is the most common theme we hear from our customers, especially athletes. It puts a lot of social and beer occasions back on the table. A large number of endurance athletes across disciplines discover Athletic organically during training blocks.
iRun: We’ve all heard about the Athletic Brewing success story, but what comes now? What is your ultimate dream for the brand and how close are you towards achieving it?
BS: We are just getting going. While it feels like we’ve come a long way and we have significantly enhanced abilities to meet our customer’s needs with our two breweries, still only about 20% of the North American population are even “in the know” on Athletic. The delight of our beers are still a “secret” that we are excited to let many more people in on.
iRun: How big can you get?
BS: On the longer road, we truly believe that non-alcoholic beer could eventually comprise 20% of overall beer sales in the future. There’s still a lot of runway ahead of us!
iRun: You’ve spent considerable time here in Canada. What does the country personally mean to you?
BS: While the US and Canada have different names, I personally feel a very seamless and borderless existence between the two countries, but that may just be a function of the amount of time I have spent on both sides of the border. On the East Coast, my family had a multi-generational fishing cabin in New Brunswick, and on the West Coast, I have been on numerous ski trips and adventures in BC & Alberta. I’ve also spent both personal and business time in Toronto and Quebec. We’re grateful and appreciative of Canada’s acceptance of the Athletic brand, and we intend to honour that with continued investment, community involvement, and customer service to the best of our ability.
iRun: As a fellow entrepreneur, though one humbled by your success story, I’m curious as to how this entire experience changed both you and your company. You started humbly and now you’re approaching a billion dollar valuation. How do you personally and as a company, retain what attracted athletes in the first place?
BS: We’re having more fun than ever. I’d really like to think that the only changes in myself have been a result of the learning journey we’re all on and my sincere desire to self-improve every year. I’ve been fortunate enough to have a great number of truly exceptional people (both in talent and character) walk through our doors at Athletic, and I couldn’t possibly imagine doing anything other than collaborating with them every day.
iRun: In a way your origin story is similar to Nike. Phil Knight selling shoes the way you sold beer.
BS: In 2018, I was hand selling, dreaming of fun marketing ideas, competing at all sorts of events and sharing brews with other participants. Fast forward six years, and I’m still doing that! I’ve already personally handed out thousands of beers at events in the past year and last spring I ran a half marathon with a large number of our Athletic Brewing ambassadors.
iRun: Why are you so personally involved?
BS: In today’s world, a lack of authenticity can be sniffed a mile away. We’ve never pretended to be something that we’re not, which makes it easy and fun. We’re doing what we have fun doing, and I would never have it any other way. I can’t imagine being an entrepreneur if you didn’t authentically love your products, teammates, and community.
iRun: What are you doing personally for your own mental health?
BS: True balance is impossible. There are sprints, long slogs, and relatively easier times. As simple as it sounds, when I feel like I’m burning the candle a little too low, I just focus on sleep and exercise. Exercise is a key building block. No day has ever gotten worse after a workout. I meditate every morning and evening, but for this topic, the evening is most relevant in that it’s gratitude-centered. Previously, I would only carry forward the most stressful, unsolved parts of my day rather than noting the wins.
iRun: I love that. That’s really interesting.
BS: I’ve also started to keep relatively sacred hours with family. I try to do breakfast with my family every morning and have family time for at least two hours around dinnertime. It helps me stay refreshed by having clear work and family time blocks, which creates balance for both myself and them as well.
There are of course times where I work twenty hours a day for certain stretches. During those moment, I just keep my feet moving!
iRun: Can you describe a step along your brand evolution that you’ve found personally gratifying?
BS: Direct customer emails and in-person interactions are by far the most gratifying part of the Athletic journey. John [Walker] and I set out on this path to positively impact tens of millions of lives—and we believe we’re on the path to fulfilling that promise—but I sincerely say that every single email I’ve ever received moves me and lights my fire a bit more!
iRun: What are you currently working on that means something extra special to you?
BS: Our Two for the Trails annual grant process. Through Two for the Trails, we’ve already supported about 500 outdoor organizations and will have contributed about $6.5M total in grant funding after 2024. Our aim is to enhance outdoor access for generations to come—and I think that is super important for future generations to get to experience the same wondrous outdoors as I have had the opportunity to.
iRun: When will we see you next in Canada? Any plans for runners to meet you up north this year?
BS: I’m actually looking for a great long-distance trail run or hike recommendation in BC! If anyone has one, please reach out. My ideal would be somewhere I can do a 50-mile, 2-day run and hike with beautiful scenery. Outside of that, I’ll regularly be visiting Toronto, Montreal, and Vancouver.
The digital issue of iRun featuring the TCS Toronto Waterfront Marathon contest with Athletic Brewing will be in your in-box July 24. Look out for it!
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