Bill Shufelt, co-founder of Athletic Brewing Co., shares his transition from working in finance to creating a leading non-alcoholic craft beer brand. Recognizing the market gap for non-alcoholic beverages, he founded Athletic Brewing Company while embracing a healthier lifestyle. Bill expands on his journey by discussing the company’s challenges, successes, and their focus on community, authentic experiences, and positive impact. He also shares personal insights on fitness, work-life balance, and advice for aspiring entrepreneurs. Get full access to Full Circle at www.rarecircles.com/full-circle Athletic Brewing website https://athleticbrewing.ca/ Athletic Brewing Instagram https://www.instagram.com/athleticbrewing/ Athletic Brewing Facebook https://www.facebook.com/AthleticBrewing/ Show notes: 08:20 The Birth of Athletic Brewing 10:36 Crafting a Non-Alcoholic Beer Revolution 15:14 Building a Community and Brand from the Ground Up 28:15 Sponsoring Sports and Building Authentic Relationships 28:57 Spartan Races and Athletic Brewing 33:54 Challenges and Triumphs 42:56 Navigating the Evolving Non-Alcoholic Beer Market Stay tuned for new episodes from upcoming guests including Naomi Blackman (Alder Apparel). Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge. For more Full Circle content, visit https://www.rarecircles.com/full-circle This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com