Hey Friends,First and foremost, Fullbird is a hobby. A work in progress. A prospective side hustle. Maybe more. In late 2025, I shut down my running shoe brand (Atreyu) due to the egregious tariff protocols introduced by the orange man. If you've found this page, I suspect you already have known this part of the story. What came next was unexpected. I began to think about coffee. A lot.I have been roasting coffee for my family (originally on a stovetop popper and now a 1kg drum roaster) for quite a while now. I'd like to use what I have learned and apply it towards my next endeavor. Of course, the undertaking seemed daunting at the time (and still does) but I know that every dream is as simple as stringing a bunch of tiny victories together in a meaningful way. ...So I'll keep chipping away at this process to see where it leads us.Perhaps Fullbird could be the combination of my previous experience as a Hotdog shop founder and opperator (Botskys in Lake Charles Louisiana), Running shoe brand designer/founder (Atreyu based in ATX), and musician. At the very least, I am compelled to move forward learning enthusiastically.One last note. What is a "Fullbird"? Well... The Atreyu Run Club has long referred to running 10 miles around Lady Bird Lake (AKA Town Lake) here in Austin Texas as a "Full Bird." It is an original term conceived on a run. We have run this route every single Wednesday. I often refer to it as "The legend of the Full Bird". I suppose it is taking a bit of the Atreyu folklore forward into the next chapter. I love that continued emotion... and it has a bit of power to it, I think. Names should have meaning, and I love where this might go.Thanks for tuning in._michael
April 29, 2026

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