Many Americans romanticize the U.K.’s football or “soccer” culture, living vicariously through Ted Lasso and the famously Ryan Reynolds and Rob McElhenney-owned Wrexham club. But for Bryan and his wife, Shannon Miles, running soccer clubs is their reality.
And despite not having the same Hollywood salaries as Reynolds and McElhenney to back their clubs, they’ve found themselves head-to-head against the record-breaking team. But the Miles duo have an edge on the actors—they serve their NoFo beer on tap in the stadiums.
“The point is, we’re building a brand,” Bryan tells Fortune. “The brand is pulsating—we’re feeling it in the European market. People love wearing our jerseys there, they like identifying with the brand. And they actually like our beer.”
“I’m not necessarily a risk-taker by nature—especially with money. But I thought, ‘Well, if it doesn’t work, we’re young enough. We can always go back [to our jobs], but at least we tried,’” Shannon says. “At that point, I’d rather choose risk than regret.”
The anxiety-inducing start of their business now feels very far away; 14 months after Belay was founded, the company broke even—kicking off 40 consecutive quarters of market growth. The business’s strength lies in its virtual assistant services and tech-enabled bookkeeping. After years of success, private equity started to take notice, and the couple felt it was time to sell. They transitioned a new CEO to take over Belay in 2020 and sold a majority stake of the company for $110 million the following year, keeping 18% for themselves.
“We started feeling. ‘This business is way beyond us. There’s potential beyond us, somebody else with more resources, different networks, different ideas, could come in and store it well,’” Bryan says. “We’re like, ‘This doesn’t define who we are. We’re going to be fine. There’s life after exit, and we’re going to find other things to do.’”
That payday was life-changing coin that led to a new adventure for the entrepreneurial power couple: running soccer teams and pouring pints of their Georgia beer for the club’s fans.
“By the time we started our distillery, we were already enjoying wealth. We’re ‘first generation’ in terms of wealth,” Bryan says. They no longer had to do the heavy work as chief executive. “We knew at that point we were never going to run the business.”
“We looked at England and also Ireland, and we realized this was a rabid fan base that would follow this team off of a cliff,” Bryan says. “So we’re like, ‘Well, what if NoFo was on our shirt? What if we put beer in the stadium?’ It’s the Trojan horse that got us into this market.”
Selling their beers at their clubs’ stadiums and emblazoning “NoFo Brew Co” on the players jerseys, Bryan and Shannon Miles are living a “football” fantasy. It’s a far cry from typing away at their desk jobs just 15 years ago—and it’s proof that having an entrepreneurial knack and forecasting trends leads to huge wins.
“What we were able to do is accelerate and go into markets where just most Americans don’t have an in,” Bryan says.
