The rise of alternative drinks: why the fitness industry is driving the sober-curious movement – Muscle and fitness

For decades, nightlife has strongly shaped social culture in the United States. Friday nights were for both happy hour and after hours. Saturdays were for recovery and then gathering for round 2. Sundays were then for guilt or redemption. Now? Saturday mornings are for PRs, long runs, cold plunges and coffee meetings. The ritual has […]