Justin shares how he transformed his own recovery journey into The Maze, New York City's first alcohol-free members club, built on a "home away from home" philosophy and an obsessive eye for design and detail. He breaks down why he chose a membership model over a public café, how the physical space was engineered to compete with the city itself for people's attention, and what it takes to keep hospitality and maintenance standards tight a year into operation.
Welcome to Elevating Brick and Mortar. A podcast about how operations and facilities drive brand performance.
On today's episode, we talk with Justin Gurland, Founder and CEO of The Maze. A former social worker with 15 years in behavioral health and nearly two decades in recovery himself, Justin brings a deeply personal mission to hospitality, building a space where sobriety and community-building meet thoughtful design.
Guest Bio:
Justin Gurland is the Founder and CEO of The Maze, New York City’s first alcohol-free
members club, redefining how people connect, socialize, and build community without alcohol at the center.
Sober for 18 years, Justin is a Licensed Master Social Worker (LMSW) with more than 15 years of experience working in the substance use and recovery field. Throughout his career, he has worked closely with individuals and families navigating addiction, helping them rebuild their lives through connection, structure, and support.
His work is grounded in a simple belief: connection is at the core of lasting change. Over time, he saw a consistent gap - while many people were seeking sobriety or more mindful ways of living, there were few spaces designed to support connection without alcohol as the focal point. That insight became the foundation for The Maze.
With The Maze, Justin has translated his clinical and personal experience into a new kind of social environment - one that brings together dining, thoughtfully curated programming, and a strong sense of community. His approach blends structure with creativity, creating a space where members can return regularly, build relationships, and feel a genuine sense of belonging.
As the sober-curious movement continues to gain momentum, Justin is helping to shape a broader cultural shift around how people gather and engage. Through The Maze, he is building a model that extends beyond hospitality - one that prioritizes consistency, connection, and purpose, and reflects a more modern, inclusive approach to social life.
TIMESTAMPS:
00:53 - About The Maze: Brand, Services & History
01:31 - Justin’s sobriety and career journey: the path to The Maze
06:25 - The Maze’s North Star
11:13 - Finding the space: the story behind The Maze’s location
18:21 - Maintaining the space: upkeep, team culture & hospitality lessons
22:37 - Scaling The Maze: expansion, local culture & staying true to community
28:58 - Technology’s role in physical spaces & the vision for The Maze’s future
SPONSOR:
ServiceChannel brings you peace of mind through peak facilities performance.
Rest easy knowing your locations are:
- Offering the best possible guest experience
- Living up to brand standards
- Operating with minimal downtime
ServiceChannel partners with more than 500 leading brands globally to provide visibility across operations, the flexibility to grow and adapt to consumer expectations, and accelerated performance from their asset fleet and service providers.
LINKS:
- Connect with Justin Gurland on LinkedIn
- Follow The Maze on LinkedIn
- Follow The Maze on Instagram
- The Maze’s Website
- Connect with Sid Shetty on Linkedin
- Check out the ServiceChannel Website
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