Athletic Brewing Company and WHOOP Partner to Measure Effects of Alcohol

Athletic Brewing Company and WHOOP Partner to Measure Effects of Alcohol

Athletic Brewing Company, America’s leading producer of non-alcoholic craft beer, and WHOOP, the human performance company, have announced a partnership that will explore the effects of alcohol on sleep, recovery, and fitness.

The two brands are inviting people to ‘Give Dry a Try’ this January while wearing WHOOP 4.0, a 24/7 health and fitness coach which tracks key physiological metrics alongside daily habits and lifestyle choices.

“We know from our data at WHOOP that alcohol consumption is the single most powerful behavior that impacts your recovery score,” said Will Ahmed, WHOOP Founder & CEO. “We’re excited to partner with Athletic Brewing Company and encourage both current and new members to join our ‘Give Dry a Try’ team and log their drinking habits on WHOOP. I’m confident that you’ll feel fitter and more well-rested at the end of the month.”

As part of the campaign, WHOOP members are encouraged to join the ‘Give Dry a Try’ team and record their drinking habits in the WHOOP mobile app throughout January. At the end of the month, WHOOP will examine thousands of data points to better understand how alcohol consumption impacts various sleep and recovery metrics.

Through the partnership, Athletic Brewing and WHOOP hope to learn more about how alcohol can influence sleep duration, time spent in different sleep stages, heart rate variability (HRV), resting heart rate (RHR), and more. This is a unique opportunity for WHOOP to build on its previous work to understand the effects of alcohol and encourage more members to track their daily habits.

According to a 2022 Morning Consult poll¹, nearly one in five Americans will choose to participate in a month-long challenge focused on abstaining from alcohol this January. However, 47% of those individuals are planning to reduce their consumption rather than giving up alcohol completely.

“We know that a growing number of consumers are committed to cutting back on their alcohol consumption, and Athletic brews are perfect for so many occasions,” said Bill Shufelt, Athletic Brewing Co-Founder & CEO, and WHOOP member. “80% of our customers still drink alcohol and 31 days of abstinence can be a daunting challenge. We’re thrilled to partner with WHOOP and encourage people to ‘Give Dry a Try’ this January.”

The two companies have also co-designed limited-edition WHOOP bands featuring the Run Wild and Upside Dawn colorways as well as the Athletic logo. Those are available for purchase at A portion of sales will be donated to Athletic Brewing’s Two For The Trails program, which is committed to protecting and restoring outdoor spaces.

WHOOP members are invited to join the ‘Give Dry a Try’ team in the WHOOP mobile app by navigating to the community tab and tapping the ellipsis in the top right corner where they will be prompted to enter the invite code COMM-4F9656.

Those who join the ‘Give Dry a Try’ team will be automatically entered for a chance to win the ‘Give Dry a Try’ Sweepstakes. The Grand Prize includes a one-year subscription to the Athletic Club along with a 12-month WHOOP membership and a limited-edition Athletic-branded WHOOP band. No purchase necessary. To view the official sweepstakes rules, visit:

To learn more about the ‘Give Dry a Try’ team, visit:

¹Morning Consult Poll conducted Jan. 4-5, 2022, among a representative sample of 210 U.S. adults ages 21 and over.