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.
