Challenging the Status Quo: Disrupting the $2 Trillion Alcohol Industry | Ruari Fairbairns
The Hard Way w/ Joe De Sena
Spartan Races
4.7 • 870 Ratings
🗓️ 2 January 2024
⏱️ 24 minutes
🧾️ Download transcript
Summary
Tired of the same old drinking culture? In this unconventional podcast episode, Spartan CEO Joe De Sena joins forces with wellness entrepreneur Ruari Fairbairns to drop bombshell strategies for helping people take back control over their lives from Big Alcohol.
From waking guests at dawn with burpees to proposing "water-only" bars, these disruptors will challenge your assumptions with their boldest ideas yet for growing the global sobriety movement.
You'll also get the surprising backstory of how their chance meeting in Iceland sparked their amazing friendship and partnership. Plus, discover little-known industry tactics that have fueled a drinking epidemic worldwide.
For anyone looking to reclaim their freedom from alcohol or support loved ones, this can't-miss conversation provides the unfiltered insights you need to finally change your lifestyle. Are you ready to join the disruption? Listen now to get your game plan.
Highlights:
00:00 Intro
00:54 A crazy story about meeting in Iceland
05:07 You must be available for opportunities
07:02 Making the hard road easy
10:45 How to get more people to join?
15:15 Alcohol destroys our ability to deal with stress
16:36 Manipulations of the alcohol industry to increase alcohol consumption
19:34 Peer pressure and choosing not to drink
21:16 Helping people control drinking
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Ruari Fairbairns is the founder and CEO of OYNB, a leading figure in the health and well-being space. He was awarded Great British Entrepreneur of the Year for Scotland and Northern Ireland 2020, with OYNB also being named The Spectator’s Economic Innovator of the Year in the UK. Known for his passionate advocacy for healthier living, Ruari has been instrumental in steering OYNB to the forefront of the alcohol-free movement, inspiring over 100,000 people worldwide to reassess their relationship with alcohol and strive to become the best version of themselves.
Transcript
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| 0:00.0 | Getting somebody to get out of that place where they think alcohol is the source of all happiness, success, |
| 0:06.0 | they need it for everything, they need it to unwind, that it helps them deal with life. |
| 0:10.0 | We know that alcohol directly attacks our coping mechanisms. |
| 0:14.0 | So the very thing that you are using to cope is destroying your ability to cope. |
| 0:18.0 | Because the alcohol is just the outcome, the stress is the creator. And so helping people understand... the to deal with stress. I think that's where they start to make this change in their mind. |
| 0:34.5 | Welcome to the Hardway Podcast with Joe DeCenna, founder and CEO of Spartan Races. |
| 0:39.7 | We're teaching you how to overcome your obstacles in your life the same way we teach our 10 million plus Spartans to overcome obstacles on the course. |
| 0:48.0 | With insight from the smartest, most accomplished experts from every corner of the world. |
| 0:52.0 | Get ready to elevate your life today. |
| 0:54.0 | Joja Sena here, CEO and founder of Spartan |
| 0:58.0 | and host of the Hardway Podcast. |
| 1:00.0 | I got a great one for you today, my buddy Rory Fairbanks, |
| 1:02.0 | this lunatic, he's going to tell you a story we're going to talk about a story that occurred in Iceland when we first met. |
| 1:10.8 | I get an email from this maniac and he says like so many people hey I want to meet and so what did I say? |
| 1:18.0 | Well hang on pause I'm gonna stop you again the story is slightly different to that. So first of all, we get introduced |
| 1:26.4 | through friend friend friend friend and you say, sure, give me a call. So I phone you up and you you say I think the first words you say to me is if you |
| 1:36.3 | can't say it in six minutes it's not worth saying go so I'm like that was the first word out of your mouth |
| 1:44.0 | and then I was like, well, you know, |
| 1:46.0 | a ruri and I'm helping the world |
| 1:48.0 | drink less alcohol |
| 1:49.0 | and I think the moment you said that, |
| 1:51.0 | I said that you said, |
... |
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