Four weeks out from York. Andy's doing a 3-hour long run this afternoon - on a Friday - because that's what life as a busy parent, business owner, and marathon runner actually looks like. Rich has his 2:45 in the morning. Johnny is 18, 75 kilos, and annoyingly fresh at the end of every long run. The juggle is real, and this week's episode starts right there.

But the conversation quickly moves somewhere sharper.

Rich has been noticing a pattern - influencers, podcasters, and now alcohol brands actively pushing back against sobriety. Not just defending their own drinking, but going further, calling out people who don't drink as over-optimisers, killjoys, lacking in resilience. There's a beer brand called Rolies positioning itself as the healthy athlete's drink - partnered with Hyrox, vitamins added, 4.3% ABV - with ads that say "no longer the boring one at parties" and "tastes like success." There's a guy on Spencer Matthews' podcast who said Stephen Bartlett feeling rough after a couple of glasses of wine represents a lack of resilience. And then there's the podcast Rich watched where two runners laughed about how nobody understands running people who don't run - and then in the same breath called people who don't drink insufferable.

Rich calls all of it what he believes it is: emotional blackmail. The belief that you need alcohol for confidence, connection, relaxation - none of it is innate. It's conditioned. You weren't born with it. And the industry knows that, which is exactly why the marketing works the way it does.

Then there's the moderation question. Is moderation possible? Yes, for some people. Is it possible for everyone? No. And if you've been trying to moderate for years and it hasn't worked - that's not a failure of willpower. That's data. If moderation was possible for you, you'd have done it by now.

Andy talks about sitting on the rim of the jar - that horrible middle place where you haven't decided to drink and you haven't decided to stop, and you're just stuck. The most turmoil lives right there. Make a decision, one way or the other.

And Rich makes the link that underpins everything they do: aligning your actions with your values. When they're misaligned, you feel stuck. When they align, you flourish. Which - as it happens - is exactly what several of their clients are doing right now at 75 to 80 days.