Beginnings can be elusive, and ours is no different. Our running journey started organically over the past five years, making it hard to pinpoint a specific moment. Our specialty coffee idea was born out of a deep love for running. In 2024, what began as a passion project evolved into a commitment to creating a reliable product as a nod to the running community- a heartfelt "thank you" to the sport for all we've learned and continue to learn on every run.

The Average Running Joe blends are inspired by common running events and distances that we either aspire to achieve or milestones we would love to recreate. Our first roasts—Marathon, 10K, and Ultra Marathon—reflect these aspirations. The brand's design, featuring the sun peeking over a mountaintop with a winding road below, symbolizes the harmony and balance we find in outdoor activity. This image serves as a reminder that a beautiful view can signify both the start and end of the day. Though it is the same, it is all a matter of perspective.

With that in mind, we try our best to look at each day as an opportunity to begin a new interest or accomplish a new challenge. Over these past five years, we have learned that being ready to try something new is a choice. We’ve come to realize that starting lines are everywhere, and our opportunity to start this company in 2024 is suddenly here. A good cup of coffee can inspire the feeling of, “I am going to crush it today!” and that’s exactly the sensation we want to share with you.

Our goal is to embrace the journey together and to never settle for a mediocre cup of coffee.