422 | How Athletic Brewing Doubled Subscriptions — And How You Can Apply It with Katie Hunt

Today, I'm sharing a case study and an analysis that I originally shared with our LABS members.

The reason I'm doing this is, one of the most valuable things that we can do as a product-based business owner is look outside of our industry for inspiration, ideas, and new ways of thinking about our own business.

When we study how other industries structure their revenue models, how they build community or how they create demand for their products, we really start to see new and fresh opportunities that we can adapt in our own way for our own business.

In this episode, we're looking at Athletic Brewing Company and how they doubled their D2C subscription sales in 2025 by positioning their membership as a VIP lifestyle experience rather than a discount program. It's a simple shift, but a strategic one.

It really sparked two ideas that I think you can use: One will be for your D2C sales ecosystem, and one is for your wholesale channel.

We will walk through what Athletic Brewing Company got right, why their approach works, and how you can apply versions of this inside of your own business in a way that again fits your particular audience, your product line, margins, and, of course, your capacity.

If you want to see more case studies like this, real examples from outside of the consumer gift world, and you want to see how we break them down into actionable insights and ideas for your product brand, this is exactly the type of work we do inside of Proof to Product LABS every single week.

This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

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You can view full show notes and more at http://prooftoproduct.com/422

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