He didn’t expect the Giants to win. Nobody did. It was Super Bowl Sunday, the Patriots were undefeated, and Justin Gurland was sitting in rehab on the opposite side of the country from everyone he loved. But the Giants pulled off a ridiculous, against-all-odds victory — and for a 25-year-old heroin addict who’d just landed in detox on his golden birthday, that tiny sports miracle became something bigger: proof that outcomes aren’t fixed, and maybe his life wasn’t either.
Justin explains to me on The Sober Curator Podcast that he didn’t know any sober people when he got clean. None. So his brain did what a lot of ours do: it told him sobriety would be boring, lonely, and gray. The irony? That was already his life. “I was an isolator,” he says. “I’d withdrawn from life. I was worried about what people would think… and I wasn’t even in touch with anyone.”
What changed was people. His younger sister had finally said, “I can’t do this anymore,” and forced a real conversation. His family rallied. The treatment center gave structure. Then the Giants gave him a little laugh in group when he said, “I don’t know what God is, but I know that happened and I can hold onto it.” Sometimes hope is tiny and weird and wrapped in football. But it’s still hope.
Fast-forward 17 years. Justin has built a career helping families in recovery. He’s seen the heartbreak and the beauty. He’s also seen the exhaustion. Social work is holy and it’s heavy. When he felt himself burning out, he didn’t walk away from recovery — he asked a different question:
What if I built a place for people who are doing well?
Not in crisis. Not in active withdrawal. Not in the wreckage stage. People who just… don’t drink. People who did Dry January and loved it. People who live in New York City and want to go out on a Friday and not stand in a bar clutching club soda like a prop. “That community is enormous,” he says. “And honestly, they need people more than we do — because we, in recovery, already have our crew.”
That’s the seed for The Maze.
It’s opening in Flatiron — 24th between 5th and 6th — on purpose. Central, easy for uptown/downtown/Jersey folks, and in a neighborhood that already feels cool. It’ll be closed Mondays, open Tues–Sun for breakfast, lunch, and dinner, with a main dining room, lounge with couches, TVs, and a pool table, plus a speakeasy-style room for private events and sober hangs up to around 35 people, and full buyouts on Mondays. In other words: it functions like the places New Yorkers already love… just alcohol-free.
And yes, it’s pretty. Justin cares about design. He told me he didn’t want it to feel sterile or like a museum — he wanted a place you actually want to sit in. Green shows up in the space because it’s his favorite color (also: kind of on-brand for growth, money, and Manhattan), and the whole room is meant to read “living room, but make it member-y.” If you’ve ever walked into a “recovery” space and immediately clocked the fluorescent lighting and gray carpet, you know why this matters. Aesthetics are part of dignity.
Membership will start capped around 200 so they can see real usage patterns and make sure people can actually get a Friday reservation. This is the part nobody says out loud about sober social spaces: if you make it too open, you ruin the experience; if you make it too closed, you kill the community. He’s threading the needle by staying member-first, but still telling sober travelers, “DM us, we’ll figure it out.”
Beneath the business model is a bigger shift: sobriety is cool now. Or at least, not weird. The online recovery/AF movement that really blew up around 2016–2020 — books, podcasts, meme accounts, zero-proof brands — made it normal to say, “I don’t drink” without also saying, “I had a DUI.” That wave is exactly why a space like The Maze can exist in 2025. As Justin puts it, “I don’t think a place like this could’ve existed even a few years ago.”
But he’s also clear: online can only take us so far. Meeting people in person “locks in that connection.” Energy in the same room hits differently. And maybe that’s the real through-line from Super Bowl Sunday in rehab to this posh, green Flatiron clubhouse: he’s still creating spaces where people can feel that same little flash of “maybe everything’s going to be okay.”
If you’re sober or sober-curious and NYC is on your map, add The Maze to your list — and then go listen to the full episode for the origin story, the rehab group laughter, and the part where he says: if you want him to train for a marathon with you… don’t call him. 😂 But do make sure to follow along with them on IG @themazenyc and stay in the NYC sober know.
Listen to the full convo on The Sober Curator Podcast — because getting sober matters, staying sober matters more.
Getting sober is one thing—but staying sober? That’s where the real adventure begins.
This show is for you if you’ve ever wondered:
– Where can I find inspiring sober podcasts, apps, and creators?
– How do I give back or stay plugged into the sober community
– What are the best sober-friendly drinks and travel tips?
– Where do I find the good NA drinks that don’t taste like regret?
The Sober Curator is your go-to for sober pop culture, booze-free travel, apps, creators, and community.
We’re not here to help you get sober.
We’re here to help you live sober—and love it.
This week on The Sober Curator, Alysse sits down with rising pop powerhouse Ella Collier—singer, songwriter, producer, and sober Gen Z glitter bomb of honesty. From Atlanta rap influences to emotional sobriety, heartbreak breakthroughs, and the pop-star fantasy she both lives and parodies, Ella shares how sobriety amplifies—not restricts—her creativity. They talk anxiety, artistry, community, Muppet Recovery memes (yes, really), bedazzling disasters, and the real-life glow-up that happens when you ditch alcohol and reclaim your energy.
This episode is hilarious, heartfelt, hyperpop-coded, and filled with quotable moments that prove—once again—sobriety is the start of a way better party.
Takeaways:
Emotional sobriety changed Ella’s creative process. She channels heartbreak, internal tension, and joy directly into her lyrics and content with radical honesty.
Sobriety = glow-up. Better skin, more money, more libido, more energy. Ella calls it “the ultimate anti-aging hack.”
Pop-star fantasy meets real life. Ella loves the glam—but also pulls back the curtain on crying between takes, breakups, and imperfect reality.
Connection is part of the work. She hosts Zoom sessions with fans for each new release to build authentic community.
Creativity thrives in sobriety. Both Alysse and Ella bond over being ”painfully self-aware,” driven, and joyfully obsessive about their creative platforms.
Recovery memes are culture. Muppet Recovery = required viewing. Ella immediately writes it down.
Key Timestamps:
00:00:24 — Ella opens up about anxiety, “addiction to problems,” and survival-mode energy from childhood
00:01:53 — Alysse introduces Ella’s music career: Love Island, NBA2K, X Games, and Spotify’s SALT playlist
00:10–00:20 — Sobriety, self-expression & Ella’s relationship to emotional growth
00:29:00 — Social awkwardness in sobriety + finding community anywhere you go
00:38:00 — Bedazzled books, Barbie mishaps & the joy of crafting sober art
00:41:00 — Pop-star fantasy vs. real life: humor, heartbreak & honesty online
00:49:00 — Ella’s single-release strategy & the “I Don’t Do Drugs” moment
Resources & Links:
Ella Collier Music — https://ellacolliermusic.com
Instagram: @ellacollier
Spotify: Ella Collier
TikTok: @ellacollier
Muppet Recovery article: https://thesobercurator.com/nostalgia-memes-and-sobriety-how-muppet-recovery-on-instagram-became-a-beloved-gem/
–Alcohol + Substance Use Disorder Guide
–Recovery Nonprofit Resource Guide
–LBGTQ+ Recovery Resource Guide
Connect with Us:
-Website: www.thesobercurator.com
-Facebook: @The Sober Curator
-Instagram: @thesobercurator
-X: @thesobercurator
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Send Feedback:
If you have a story, feedback, or just want to connect, email us at thesobercurator@gmail.com. We’d love to hear from you!
About:
Sobriety isn’t the end of the party—it’s just the start of a better one. Hosted by Alysse Bryson, media powerhouse and sobriety’s ultimate hype woman, and joined by Sober Curator contributors, The Sober Curator Podcast* delivers bold convos, pop culture deep dives, and zero-proof living that doesn’t suck. Whether you're sober, sober-curious, or just looking for good vibes without the hangover, we’ve got you covered. Subscribe now—because getting sober matters, staying sober matters more.
*The Sober Curator Podcast is a space for open and honest conversations about sobriety, recovery, and alcohol-free living. While we celebrate all paths to a sober lifestyle, some topics discussed may be sensitive or triggering for certain listeners. This podcast is for informational and entertainment purposes only and is not a substitute for professional advice. If you’re in recovery or exploring sobriety, please take care while listening and seek support from trusted professionals as needed.
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The Sober Curator’s PILLAR Content Hub is your one-stop guide for sobriety resources, addiction recovery resources, and sober living tips. From non-alcoholic drink guides to sober travel, entertainment, and lifestyle inspiration, our curated cornerstone articles are regularly updated to keep you informed, inspired, and connected. Whether you’re in recovery, sober curious, or supporting someone you love, this hub offers the sober lifestyle guide you’ve been looking for.
SOBRIETY IN THE CITY – NEW YORK CITY: This is your insider pass to New York City’s thriving zero-proof and sober-curious scene—where alcohol-free living is as iconic as the skyline. From trendy NA bottle shops to recovery game nights with the Yankees or Knicks, we spotlight the city’s best venues, events, and experiences that prove sobriety can be just as vibrant (and stylish) as any night out.
Whether you’re a lifelong New Yorker, a visitor, or somewhere in between, you’re welcome to raise your glass—minus the booze—and join a community that’s shaking up social norms while making wellness the latest trend.
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SOBER EVENTS at The Sober Curator keeps you in the loop on alcohol-free gatherings happening nationwide. From sober comedy shows and non-alcoholic tastings to festivals, retreats, and sporting events, we highlight vibrant, community-driven experiences from coast to coast. Our goal? To keep you entertained, inspired, and connected—no matter where you live. Need more sober time than one event? We’ve got your back with our Sober Retreat Calendar.
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