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Founder Feature: Caitlin Landesberg

It may not be the most obvious of alliances, but Caitlin Landesberg designed Sufferfest Beer as the celebratory post-athletic event beverage. But really, doesn’t an ice cold beer sound a hell of a lot better than a sugary, neon yellow lemon-lime sports drink?

Caitlin talks with us about the road to Sufferfest and her decision to join The F Project.

The F Project: What was the lightbulb moment that made you start your company?

Caitlin Landesberg: I couldn't find post-race beer that met my needs as an athlete (and still tasted good!). The finish line celebration was lackluster without a great beer in my hands, so I decided to make one that me and my friends would love, without settling.

TFP: What makes you want to jump out of bed every day?

CL: Seeing my teammates and working with other incredible brand partners to develop memorable, shareable experiences.

TFP: What about your past career or life experience prepared you for entrepreneurship? What was a total shock?

CL: Working at other startups, I've grown accustomed to wearing a dozen or more hats. Roles can essentially be borderless. Checking my title and ego at the door is a familiar ritual, as growing a business takes passion and tenacity more than any other attributes.

TFP: What makes your product special/different?

CL: Inspired by athletes, Sufferfest's beers are made with the best ingredients, are non-GMO, purpose-brewed with non-conventional ingredients like salt, black currant, bee pollen, and are all gluten-removed. We are also a Certified B Corp. Our products serve to remind us that we exist to serve and celebrate the environment we love so dearly.

TFP: What advice do you have for other female founders?

CL: The best advice I could give to other female founders is, “May the word ‘no’ only cause you to run faster.” Don't focus on who's around you, focus on winning.

TFP: Why did you join The F Project?

CL: We run the world. But our humility and natural tendency to take care of those around us first often prevent us from being heard. I am motivated to share the stories of other female founders so that our megaphone continues to grow louder.


Katelyn Murphy-McCarthy

Katelyn is a writer and editor specializing in creative nonfiction. She comes from a long line of entrepreneurs, and loves hearing and sharing the stories of women who are making a difference.
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