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43. From Bartender to Non-Alcoholic Bar Founder: Joshua James' Sobriety Story
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What happens when the identity you’ve built is tied to drinking — but your life stops working while alcohol is still at the center?
In this episode, we’re joined by Joshua James, founder of Ocean Beach Café in San Francisco and creator of Josh the Non Alcoholic. After years in the restaurant and bar industry — from Hawaii to Alaska to New York — Josh built a career, a lifestyle, and a community deeply connected to alcohol. But behind the scenes were blackouts, lost jobs, burnout, and a growing awareness that something needed to change.
Josh shares how taking short breaks from drinking revealed who he could be without alcohol, why self-awareness alone wasn’t enough to quit, and how inpatient treatment, sober living, and community support reshaped the course of his life. He also opens up about what happened when he returned to drinking — and why quitting the second time was harder and more intentional.
We explore:
- Identity, lifestyle, and drinking culture in hospitality
- The difference between “knowing” and changing
- Building a non-alcoholic bar and bottle shop before it was mainstream
- The rise of the NA movement as part of a larger wellness shift
- How environment shapes cravings and coping
- What sobriety made possible in his creativity, business, and relationships
This is a story about clarity, courage, and choosing the life that actually supports who you want to become.
Key Moments
00:01 — Early drinking and restaurant culture
03:27 — Bartending, lifestyle identity, and escape
06:02 — Breaks from drinking and glimpses of clarity
08:45 — Inpatient treatment, community, and sobriety foundations
09:36 — Building Josh the Non-Alcoholic + Ocean Beach Café
12:09 — Burnout, leadership lessons, and delegation
15:03 — Returning to drinking and the emotional consequence
17:12 — Quitting again — and why it hit different
20:03 — The non-alcoholic movement and cultural shift
23:47 — Pushback from the wine industry
29:07 — The documentary vision
30:43 — The most surprising benefit of not drinking
33:05 — Where to find Josh and get involved
Connect with Josh at:
- YouTube
- Personal Instagram
- Ocean Beach Café Instagram
- Website
Connect with us at:
afsuperpowers.com
@afsuperpowers
View all episodes
By JenniferSend us a text
What happens when the identity you’ve built is tied to drinking — but your life stops working while alcohol is still at the center?
In this episode, we’re joined by Joshua James, founder of Ocean Beach Café in San Francisco and creator of Josh the Non Alcoholic. After years in the restaurant and bar industry — from Hawaii to Alaska to New York — Josh built a career, a lifestyle, and a community deeply connected to alcohol. But behind the scenes were blackouts, lost jobs, burnout, and a growing awareness that something needed to change.
Josh shares how taking short breaks from drinking revealed who he could be without alcohol, why self-awareness alone wasn’t enough to quit, and how inpatient treatment, sober living, and community support reshaped the course of his life. He also opens up about what happened when he returned to drinking — and why quitting the second time was harder and more intentional.
We explore:
- Identity, lifestyle, and drinking culture in hospitality
- The difference between “knowing” and changing
- Building a non-alcoholic bar and bottle shop before it was mainstream
- The rise of the NA movement as part of a larger wellness shift
- How environment shapes cravings and coping
- What sobriety made possible in his creativity, business, and relationships
This is a story about clarity, courage, and choosing the life that actually supports who you want to become.
Key Moments
00:01 — Early drinking and restaurant culture
03:27 — Bartending, lifestyle identity, and escape
06:02 — Breaks from drinking and glimpses of clarity
08:45 — Inpatient treatment, community, and sobriety foundations
09:36 — Building Josh the Non-Alcoholic + Ocean Beach Café
12:09 — Burnout, leadership lessons, and delegation
15:03 — Returning to drinking and the emotional consequence
17:12 — Quitting again — and why it hit different
20:03 — The non-alcoholic movement and cultural shift
23:47 — Pushback from the wine industry
29:07 — The documentary vision
30:43 — The most surprising benefit of not drinking
33:05 — Where to find Josh and get involved
Connect with Josh at:
- YouTube
- Personal Instagram
- Ocean Beach Café Instagram
- Website
Connect with us at:
afsuperpowers.com
@afsuperpowers