From Collecting Intel to Brewing Coffee: How an Army Veteran Fosters Meaning Through Business

In episode 154, I sit down with Carl Churchill, co-founder of Alpha Coffee and an inspiring veteran entrepreneur, to unpack the realities of leadership, small business ownership, and the transition from the military to civilian life. We dive deep into Carl’s dynamic journey from serving as a lieutenant colonel in the U.S. Army to building Alpha Coffee from scratch with his wife, leaning on their firsthand experiences and authentic passions. We don’t sugarcoat the pressures — this is a direct conversation on why it’s so important to build the kind of business that truly fits your vision, lifestyle, and values as a veteran transitioning into entrepreneurship. Carl’s story is proof that rejecting the urge to chase someone else’s definition of success is the ultimate power move for any small business owner or aspiring leader.

We get specific about the craft of coffee as more than just a product. It’s about community, connection, and making a deeper impact. Carl breaks down how Alpha Coffee’s entire philosophy revolves around quality beans, intentional roasting, giving back, and fostering meaningful relationships — within the business, among employees, and out in the local community. We dig into how coffee, at its best, becomes a conduit for bringing people together, sparking conversations, and reminding us what real camaraderie looks like after the military.

If you’re a veteran considering entrepreneurship, or someone determined to make your leadership count in small business, this episode is your unapologetic blueprint for building authentically and serving boldly.

Episode Sponsors:

• VM Merch
• Go Pills -- use "VM15" at checkout for 15% off your order.
• BUBS Naturals -- use "veteranmade" at checkout for 20% off your order.
• True Made Foods -- use "VET" at checkout for 15% off your order.
• Ruck Sox -- use "VETERANMADE15" at checkout for 15% off your order.
• Bravo Actual -- use "Veteran Made" at checkout for 15% off your order.

Intro Song composed and produced by Cleod9.

SOCIALS:

https://www.instagram.com/veteranmade.ck/

http://x.com/veteranmade.ck

https://www.instagram.com/alpha.coffee/

https://x.com/thealphacoffee