Inside NYC’s First Sober Members Club: How Justin Gurland Built The Maze

Alysse sits down with Justin Gurland, founder and CEO of The Maze, a brand-new, alcohol-free members club opening in New York City’s Flatiron district — think elevated design, IRL connection, and zero-proof vibes for people in recovery and the huge sober-curious crowd who are done pretending their seltzer is vodka. Justin shares the very New York origin story (he got to rehab on Super Bowl Sunday, the Giants miraculously won, and that tiny moment of hope kept him going), how his sister helped save his life at 25, why social work was beautiful but brutal, and how he followed the nudge to create a space where people can actually belong. This is sobriety in technicolor, not black-and-white. 

Takeaways: 

• Sobriety doesn’t end the party — it widens the guest list and changes the venue. 

• One tiny “against all odds” win (like the Giants beating the undefeated Patriots) can become your proof that things can turn around. 

• The sober/sober-curious crowd in 2025 is way bigger than just people in formal recovery — and they need community, too. 

• The Maze is purpose-built for IRL connection: Flatiron, Tues–Sun B/L/D, lounge, speakeasy, private events. 

• Healing isn’t just “remove alcohol”; it’s “add things that fill your cup” — people, beauty, music, service. 

Key Timestamps: 

[00:02:00] Meet Justin: 17 years sober, social worker, now building an AF members club in NYC. 

[00:06:00] Golden 25th → detox → sister intervention that saved his life. 

[00:08:00] Super Bowl Sunday in rehab: the Giants win and he chooses hope. 

[00:17:00] The Maze concept: for people tired of standing in bars holding fake drinks. 

[00:18:00] Location & hours: 24th between 5th & 6th, closed Mondays, B/L/D Tues–Sun. 

[00:25:00] Why design & vibe matter in sober spaces (it can’t feel clinical). 

Resources & Links: 

Website URL: themazenyc.com 
Instagram URL: @themazenyc 
LinkedIn URL: @themazenyc 

-Meet the Contributors 

-Alcohol + Substance Use Disorder Guide 

-Recovery Nonprofit Resource Guide 

-LBGTQ+ Recovery Resource Guide 

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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 su