Over the past several months, I’ve been having a recurring conversation with many of the people I talk to in the alcohol-free world. As the AF movement enters what might be called its early adolescence, many of the people who have spent the last several years launching products, writing books, sharing their stories, and inspiring others are all describing a similar dip—a feeling that might be referred to as burnout.
The exciting and rapid growth the NA world has experienced from 2020 to the present is, of course, unsustainable in the long term. While change and innovation are still happening at light speed, a somewhat expected consolidation is starting to happen among beverage brands and businesses. It makes sense, also, that after five-plus years, the people who have poured their hearts into creating this world would need a reset, too.
Burnout does not mean a lack of love for the work. In my experience, it comes from giving yourself to something with intensity for long periods of time without stopping to rejuvenate, recalibrate, or take care of yourself. This past fall, I found myself in that exact situation. Three and a half years of nonstop building caught up with me. Suddenly, everything began to feel difficult, physically and mentally. I knew I needed a reset. By the time I admitted it and allowed it to happen, there was no other choice.
So these past few months, I’ve been learning to care for myself more deliberately—through ritual, through rest, and, begrudgingly, through the humbling practice of asking for help. As difficult a leap as that has been, today I’m very grateful for the team I’m building and the work they’re doing. I’ve talked with other entrepreneurs in the space who say the same about the teams they’re putting together as they prepare for their next phase.
This, to me, is the next wave of growth I hope to see—steady, thoughtful, and lasting. We’ve had the meteoric rise, and now we have a chance to decide what the next chapter looks like, both individually and for the NA world as a whole.
While learning about how to reset and revive, I attended a webinar with Harvard professor Arthur C. Brooks, who has written many books on finding your purpose and living a fulfilled life. Brooks noted that, interestingly, burnout is less common among blue-collar workers—not because of the work itself, but because these jobs often engage the brain and the body simultaneously, day after day. While not every job has that benefit, Brooks encourages the deliberate cultivation of balance between working the brain and moving the body each day to maintain stamina and mental health over the long term.
This issue touches on all parts of finding our way back, reigniting our passion, and caring for ourselves emotionally and physically. Peggi Cooney writes about discovering your purpose and creating a roadmap that aligns with your values [Finding Your North Star, p.14]. Kristin Horstman discusses methods for emotional regulation in difficult moments [The Neuroscience of Emotional Sobriety, p.16]. In our cover story, brewmaster Alex Himburg discusses how he brought himself back from a major setback only to discover a passion for creating the best NA beers [The Brewmaster, p.20]. In our recurring column, From the Source, LP O’Brien sits down with the artist known as Qveen Herby to learn about the rituals she has built to care for herself and sustain her creativity and her art [Qveen Herby: Sovereignty & Ritual, p.28]. In our Ask a Coach column, Heather Lowe talks to a reader about honoring their own introverted tendencies [Ask a Coach, p.34]. And our Summer reading section highlights eight books for creating your best, most grounded, and healthiest life. [Summer Reading, p.26].
This season, I’m building on the rituals and practices I’ve learned over the last few months: slow mornings, real rest, and staying grounded in my peace. I’d love for you to join me.
With love and gratitude,
Nicole Pietrandrea Hough
