Sometimes in business, we need to pivot fast. If you wait too long, you might lose your chance. But if you move too quickly, are you seeing the whole picture? What makes a founder confidently move when they know their entire business is on the line? 

In this special double episode of Flex Your Hustle, Michelle Lomas speaks to Irene Falcone, Founder of Sans Drinks. This is not the typical Flex Your Hustle episode. Michelle caught Irene on the day that she decided to completely uphaul the entire business model she had been spending years building - and within 24 hours, her new direction was announced to the public. Listen as Irene talks to Michelle about her decision-making process, how listening to her customers gives her a leg up to grow her business, and how her obsession with business performance drives her further. 

Irene founded Sans Drinks in 2020 after being frustrated with the low quality, sugar loaded non-alcoholic alternatives that were available in supermarkets and bottle shops. Today, Sans Drinks is Australia’s leading superstore for premium non-alcoholic beer, wine and spirits including Australia’s first physical non-alcoholic bottle shop in Sydney’s Westfield Warringah Mall. Irene is a serial entrepreneur, having launched and sold her previous business Nourished Life for $20Million dollars to ASX listed BWX Limited. Her open and host way of communicating to her customers, and unique approach as the face of her business has generated much applause and fans throughout the years.  

Flex Your Hustle is proudly brought to you by Commission Factory.  If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Reach out to find out more. 

Flex Your Hustle is proudly produced by the team at Ampel. Ampel is an audio content agency specialising in podcast, radio, and audio content creation. For more information, head to www.ampel.com.au or reach out to us at hearhere@ampel.com.au  

Host: Michelle Lomas.
Executive Producer: Josh Butt
Head of Strategy & Development: Michelle Lomas
Audio Editor: Carter Quinn