Brilliantly Track “Dry January” with Athletic Brewing Company

Source: Athletic Brewing Company

Dry January sounds great in theory. But in practice, thirty-one days is brutal.

Giving anything up for a month is no small feat, especially when it's something tied to your social life. You're the one saying no while everyone else is saying yes. The isolation that many feel quite honestly compounds the difficulty. Most people quit their New Year’s Resolutions by the second Friday in January, a phenomenon so predictable it has a name: Quitter's Day.

Which is exactly why this move from Athletic Brewing Company is so smart.

If you're not familiar with the company, it's the largest dedicated non-alcoholic craft brewer in the United States, with brands like Run Wild and Upside Dawn targeting active adults. For Dry January, Athletic Brewing created an app called "Track Record" that does something incredibly simple: it lets you track your dry days and join a community of others doing the same.

One day is doable. Then the next. Then the next. Suddenly you're at thirty-one.

But here's the part that matters: you're not doing it alone. The community is watching, supporting, and sharing progress. When everyone hits day thirty-one, the community celebrates. That celebration is motivation. That community is why most people won’t quit.

Athletic Brewing has hit upon a fundamental truth about behavioral change: if you don't have a stated goal, if you can't see your progress, and if you can't share it with others who understand, you'll fail. This is true of Dry January. It's true of fitness. It's true of almost any change that matters.

Athletic Brewing isn't just selling non-alcoholic beer. They're solving the actual problem that derails most people's resolutions: the isolation of it all. They're replacing quitting with connection.

That's not selling. That's adding real value to people’s lives.

What's your experience? JIM