174. Shane Heath, Founder and CEO of MUD\WTR

Today, I'm joined by Shane Heath, founder and CEO of MUD\WTR, a mushroom-based coffee alternative.

After experiencing the ups and downs of coffee, Shane created MUD\WTR in 2018 as a healthy coffee alternative to give people the feeling of alertness without the anxiety and jitters. Through habit creation and a variety of health-focused products, MUD\WTR strives to create balance in body and mind.

In this episode, we discuss the rise of functional beverages and shroom boom, and Shane shares the importance of ritual, authenticity, and frame-breaking experiences. 

In this episode, you'll learn:

• How Shane's mental health journey led him to a coffee alternative
• How MUD\WTR instills company-wide values through authenticity
• Why Shane treats his team like elite athletes

Subscribe to the podcast → insider.fitt.co/podcast
Subscribe to our newsletter → insider.fitt.co/subscribe
Follow us on LinkedIn → linkedin.com/company/fittinsider/

Chapters:

(00:00) Introduction
(01:15) Shane & MUD\WTR's background
(05:58) Creating and selling the initial MUD\WTR blend
(08:34) Finding PMF
(11:09) Building intuition
(12:24) Mental health zeitgeist
(14:05) Building a company with purpose
(17:31) "F*ck your coffee" origin story 
(21:09) MUD\WTR growth strategies
(26:25) Creating an authentic brand and company culture
(30:37) Balancing mental health and ambition
(34:53) Future roadmap
(37:20) MUD\WTR cafe concept
(38:13) Conclusion