Scott Strode and his company have an active take on recovery and sobriety.
Wall Street Journal Andy Kessler March 23, 2025
It wasn’t hard to find Scott Strode when we first met. He was the big guy in a black T-shirt with the word “SOBER” splashed across it. Mr. Strode is founder of the Phoenix, a national “sober active” community. Addiction statistics in the U.S. are sobering. According to Mr. Strode’s book, “Rise. Recover. Thrive,” one-third of Americans have substance-abuse issues or mental disorders.
When drinking, Mr. Strode felt valued. “People wanted to spend time with me. And I found community,” he says. “It’s just what we were building it around wasn’t healthy.” Alcohol. Cocaine. Dependency. Until one night he finally hit bottom. “I couldn’t imagine someone having to tell my mom this is how I died.”
The road to sobriety wasn’t easy for Mr. Strode, but he found solace in physical challenges. “I saw a poster for ice climbing,” he said. “It gave me something to strive for, and that led me into the boxing gym and triathlons and racing Iron Mans.” But it wasn’t enough. “I realized when I took other people with me, I felt lifted in a different way.”
I wasn’t sure what he meant. “Getting into recovery is like getting out of a burning building,” he said. “But there are other people in there, so you have to reach back in to help get them out. By using my passion to help others, it filled a void. That was really what the Phoenix was born from.”
The Phoenix Multisport active recovery community, its original name, started in Boulder, Colo., roughly 20 years ago. It was funded by friends and a few grants—no fees. Others might have been content with helping one community. Not Mr. Strode. After a few years, he started helping active-duty service members and many others in Colorado Springs and set up a location in Denver.
What’s the magic? “Your life gets so much bigger, and you start to realize what’s possible. You connect somewhere where you feel valued, accepted and loved.” Climbing. Hiking. Running. Yoga. A fellow rider and Phoenix member, Ben Cort, told him, “I got sober because I didn’t want to die. I stayed sober because I wanted to live.”
A mother who heard about the Phoenix approached Mr. Strode and offered him $200,000 to expand to San Diego to help her son. Sadly, her son passed away before they could get there, but the idea of scaling to other communities kicked in for Mr. Strode. Maybe people’s desire to help others could be leveraged and help the Phoenix scale. “We opened up this opportunity on our website for folks to raise their hand to become volunteers,” Mr. Strode said. “We thought we’d get a few. We got 700.” Over the next 10 years, they were in 28 locations.
In 2016 the Phoenix received some funding from the philanthropic organization Stand Together. One of their pillars is to help solve addiction. They discussed scaling, and Mr. Strode told them that for each location, “it starts with a man and a bike.” In January 2020 they mutually agreed on $50 million in funding with a goal of “serving one million people impacted by substance use” in five years. A stretch, for sure. But it had to go from push to pull—“stimulating volunteers in places where we can’t reach.”
What started in Boulder with a deal with CrossFit is now in every state—almost 200 communities with more than 5,000 volunteers. “We have served over 800,000 since Phoenix started.” It scales because it works—83% of Phoenix participants stay sober after three months, compared with an average of 40% to 60% from other programs.
That’s the power of volunteers. And technology. The Phoenix has a mobile app called NewForm. Anyone can have a profile. The Phoenix isn’t in your community? Start one yourself. The app links to other nonprofits, such as SeekHealing, that help people overcoming trauma, a potential cause of addiction. The Phoenix also sets up sober supportive spaces at concerts and festivals—the app can reveal “thousands of other sober people in those spaces.”
“We distribute tablets in prisons across the country, so you can come to Phoenix virtually,” Mr. Strode says. “We joke that we’re the sober Peloton in prisons.” Smart. Plus, “you don’t have to turn to those old cellphone numbers in your phone when you return home. You can actually find new connections and community to help support you on your healing journey.”
What about other addiction programs? “At the Phoenix, we’re really focused on helping people with what’s possible in their recovery. So it’s very forward-looking. We start to dream of what’s possible in our sober life. In the 12-step community, people often identify as their disease. ‘I’m Scott, I’m an addict, I’m an alcoholic.’ But I always say, ‘I’m Scott, I’m in recovery, I’m an ice climber and so much more.’ We see everybody for their intrinsic strength, not a problem to be fixed.”
The Phoenix should hit its goal of one million people helped later this year. I’m convinced after talking to Mr. Strode that 10 million is a reachable goal.
Source: https://www.wsj.com/opinion/a-new-approach-to-addiction-phoenix-fitness-community-mental-health-a3591f99