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


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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