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When Did Everything Become a Thing?
Why you don’t need to join the “I quit alcohol” cult—or the kettlebell, ice bath, or Jiu-Jitsu cults—to make meaningful change
Clay Garrett
September 11th, 2025 • Estimated Reading Time: 7 minutes
In partnership with
Hey—it’s Clay.
Quitting alcohol used to be a quiet choice. Now it’s a content category.
Today’s Kindling is about why not every decision needs a thumbnail, and how to make choices that actually belong to you.
When Did Everything Become a Thing?
There was a time when publicly quitting alcohol was mostly associated with rock bottom, rehab, AA, and serious personal reckoning.
Now? All you have to do is scroll through YouTube.
"It's been 90 days since I quit alcohol..."
"Why I gave up drinking and you should too..."
"How quitting alcohol made me a millionaire..."
Suddenly, it’s not just a personal choice—it’s a thing.
And not just alcohol. Ice baths. Cold showers. Dopamine detoxes. Waking up at 4:30 AM to do gratitude journaling while sipping mushroom coffee.
Everything’s become an identity. A brand. A movement.
And if you’re like most guys I talk to, it’s getting harder to keep up.
You’re working hard, raising kids, trying to stay healthy, trying to stay present, and every time you open your phone, someone’s telling you there’s a better way to live.
A better you that you haven’t unlocked yet.
It’s exhausting.
And it makes you wonder:
Is it about health and intention?
Or is it about monetizing a new market?
Because right behind all those “Why I quit drinking” videos…
Are ads for non-alcoholic beer brands, sober influencers, and carefully curated product lines built to cash in on the trend.
Nothing to see here. Just a bunch of folks telling you why you should quit drinking.
I’m sure they all just happened to come up with the exact same content at the exact same time—completely independently of each other and the algorithm.
That doesn’t mean the change is bad.
Many of these habits are genuinely helpful.
If you want to quit drinking… quit.
Would it be a healthy choice? Absolutely.
Have I all but quit drinking? Yes.
Do I journal? Occasionally.
Do I drink mushroom tea? Hell no.
But you don’t have to join the cult.
Not the sober cult.
Not the carnivore diet cult.
Not the kettlebell cult.
Not the Brazilian Jiu-Jitsu cult (no offense, Joe Rogan).
You can just do your thing, because it’s your thing.
Not an influencer’s. Not a monetized movement. Not a brand play.
But when every decision becomes a content category…
You have to ask: are we making choices for ourselves?
Or just adopting the next trend that promises to fix our lives?
Real intention is quieter than hype.
It’s not always sexy.
It doesn’t need a 30-day challenge or a YouTube thumbnail.
It just quietly says:
"I thought about it. I made the call. And I’m living better for it."
That’s the kind of life I’m trying to build—
One that’s rooted in values, not virality.
➡️ What’s one viral trend you’re tired of seeing clutter up your feed?
Drop it in the comments—or better yet, mute it and move on.
Resources worth your time
Own Your Past, Change Your Future
If you’re tired of being pulled in a dozen different directions by influencers, trends, and TikTok therapists, Dr. John Delony’s Own Your Past, Change Your Future is a great reset.
It’s not about hacks or hustle. It’s about getting honest, taking ownership, and living aligned with who you want to be.
→ Check it out on Amazon
Affiliate link—see disclosure below.
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Quote of the Week
Aggregate, curate, and eliminate.
That last one is key—eliminating the pressure to turn every choice into content, every habit into a movement, and every lifestyle tweak into a personal brand.
Not every decision needs a declaration. Sometimes it just needs to be yours.
Check out my appearance on the Imperfect Dads Podcast!
We talked about fatherhood, personal growth, and why you don’t have to have it all figured out to start building a meaningful life.
Ready to get off cruise control?
Campfire Sessions helps you reset around what matters: family, growth, health, and simplicity. No fluff, no hustle culture, just honest support. Beta group’s open now, small and discounted.
➡️ Email me or reply to this email to claim a Beta spot.
Or visit the Campfire Sessions page if you're not sure yet.
Until next time—
Keep the fires burning,
— Clay
P.S. Know someone who needs this? Forward it to a friend. 🔥
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