Coffee for the Trailblazer | Fireside Chat Guest: Alex Häberlin
Endurance athletes know the value of a good cup of coffee—before a long run, during a trail hike, or even in the middle of an ultra. But what if your favorite coffee wasn’t confined to your kitchen? That’s the question Alexander Häberlin and Philippe Greinacher, co-founders of No Normal Coffee, dared to ask. On this episode of Fireside Chat, Alexander shares how their love for outdoor adventure and their craving for quality coffee sparked a revolutionary idea: coffee in a tube.
A Solution Brewed on the Trail
The idea was born from real frustration. While hiking in the mountains, the duo realized that there wasn’t a portable option that offered both taste and convenience. That’s when No Normal Coffee began its bold journey— a back-of-the-napkin sketch to a tube of coffee that could survive altitude, weather, and time.
Without food science backgrounds, they teamed up with a Zurich-based food development agency. The result? A delicious, energizing coffee paste that’s just as good squeezed onto a banana at an aid station as it is stirred into hot water on a mountain ridge.
From Tomato Tubes to Trail Runs
When it came time to pitch the idea to the world, they started with something familiar—an empty tomato paste tube. That DIY prototype and a 650-response customer survey helped them raise funds through a successful crowdfunding campaign. The U.S. outdoor and endurance athlete community responded enthusiastically, showing that the appetite for adventure-ready coffee was real.
Why This Matters for Endurance Athletes
At Run Tri Bike, we believe in performance tools that match your lifestyle and values. No Normal Coffee delivers on both. It’s small enough to slip into a running vest, powerful enough to keep you moving, and clean enough to leave no trace. It’s coffee without the fluff—something endurance athletes can appreciate when training and racing.
Even more inspiring is the team’s commitment to sustainability. Their recyclable packaging and transition to recycled aluminum reduce CO2 output by 70%, proving that performance and planet can go hand-in-hand.
Mindset, Innovation, and Keeping Perspective
Throughout the Fireside Chat, Alexander reflects on the rollercoaster of bringing an idea to life. From early challenges and market skepticism to product feedback and emotional highs and lows, the journey mirrors the mindset endurance athletes must develop: resilient, curious, and always evolving.
The takeaway? Whether you’re creating a business or chasing a PR, the path forward isn’t always straight—but it’s always worth it when rooted in passion and purpose.
Where to Get It + Final Thoughts
If you’re an endurance athlete who trains and competes with curiosity, simplicity, and fun, No Normal Coffee fits right in your pack. Whether you’re running up mountains or chasing a daily routine that keeps you strong, this product is designed for you.
Grab your tube of No Normal Coffee today: https://nonormal.com
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