Booze is No Longer Necessary, the Rob Theodorow Story
Editor’s Note (it’s me, owner of Dry Lush, Erin Hall…ha!):
Sometimes, you meet people and it’s hard to understand that their life hasn’t always been put together and awesome. Rob Theodorow was one of those people for me. While many folks had an impact on me starting Dry Lush, an hour-long conversation with Rob back in early 2024 inspired me to just do the damn thing. He was such an impressive guy, with a ton of energy, passion for his non-alc shop, Generation NA in LaFayette, Indiana, and an intentional choice to help others by encouraging their dreams. I knew his experience was a blueprint for me. It’s been a pleasure to see his shop have a massive impact on the sober/sober-curious movement. And as I read Rob’s Sober Story, and take in how it all started, I’m even more in awe of his journey. Enjoy this inspirational tale, friends.
Isolation in Spades
In March of 2021, amidst the ongoing waves of uncertainty and isolation brought by the COVID-19 pandemic, Rob Theodorow made a pivotal decision that would redefine his life. Beginning a journey away from alcohol, Rob said goodbye to a substance that had intertwined itself into his life far too insidiously during lockdown.
Before COVID-19, Theodorow described himself as a moderate drinker. However, like many others, the solitude and stress of 2020 nudged his drinking habits into a much more concerning realm.
“To the point I was starting to have some serious physical and mental health issues,” Theodorow recalls. “I wanted to be the best version of myself - the best father, husband, and business owner. And alcohol was not going to get me there.
Once he had this realization, he embraced a new idea: going Cali Sober*.
Challenges and Adaptation
Early sobriety proved to be a challenging landscape for Theodorow. Luckily, with lockdowns in place, the usual social pressures to join friends for drinks at bars were temporarily shelved.
“I felt a lot of FOMO the first six months. I needed to find myself and navigate this new path in life,“ he said.
Despite this, he persevered, committed to discovering a lifestyle that unlocked the best parts of him; parts that could grow and flourish.
Discovering New Passions
A significant turning point came a few months into Theodorow’s alcohol-free journey when his wife, knowing his deep affinity for beer, introduced him to Run Wild IPA by Athletic Brewing.
“I couldn't believe it was non-alc,” he said. “I was hooked. So much so that I decided to start an Instagram page just to rate and review NA beers and alcohol-free products.”
This small endeavor would eventually grow into Generation NA, a community for those interested in alcohol-free living. Generation NA, which started in the loft of Theodorow’s company, SFP.net, has grown into a destination non-alc bottle shop and hangout space in downtown Lafayette that features nearly 2,000 non-alcoholic products, from N/A beers and wines to functional beverages and THC drinks.
“Being a self-employed entrepreneur for 23 years, I often get new ideas for start-ups,” Theodorow said. “This was the one idea I was actually losing sleep over. I told my wife I NEEDED to get involved; it's going to be too big to skip. We didn't know how that looked at the time, with both of us already owning businesses, and having younger children. But I knew I had to take baby steps towards the goal.”
And now, not only is Generation NA one of the more recognizable, blue-chip N/A spaces in America, Theodorow has gained notoriety as a leader and innovator in the field, most notably creating killer content on Instagram and crafting delightful N/A crowd favorites like their Cinnamon Toast Crunch adaptogenic slushie.
Into the Forest and Back
Since embracing sobriety, Theodorow says his life has transformed remarkably. Once crippled by anxiety, he now thrives. He engages confidently with the world—speaking publicly, attending events, and sharing his journey online. The process of healing, he acknowledges, is ongoing but profoundly rewarding.
“It's taken time, but my brain has (mostly) healed. 10 miles into the forest, 10 miles out. It's not something that fixes itself in the first six months or one year. I'm still noticing improvements in years three and four of sobriety.”
Passing It On
To others considering a step towards sobriety at any level, Theodorow offers earnest advice: "Do it."
He has yet to meet anyone who regretted reducing or eliminating alcohol from their lives.
“There are drinks with all the flavor, all the buzz, and all the badassness to fit in at any social gathering,” he said. “Booze is no longer necessary.”
The Road Ahead
Reflecting on the years since his initiation into sobriety, Theodorow feels like a transformed individual, which is a reality he embraces wholeheartedly.
“Four years after cutting out booze, I'm a different person,” he said. “Some would say completely different. And that's a very good thing. I can't wait to see where this journey leads next.”
We can’t wait either, Rob! And we highly recommend giving Generation NA a follow on Instagram (@generationna). Interested in reaching out to Rob? Hit him up via email at rob@generationna.com.
*Cali sober is largely defined as cutting out addictive substances, such as alcohol, and replacing them with alternatives that, in theory, are less harmful, such as cannabis.
