Brooke Robichaud, photographed in Port Moody, B.C., created Sober Biz Collective to help others find purpose and meaning in life in recovery.Anya Chibis
Brooke Robichaud was at her lowest – physically and emotionally – when she decided to launch Sober Biz Collective, a supportive community for sober entrepreneurs.
In recovery for alcohol addiction herself, Ms. Robichaud was navigating a difficult pregnancy and challenging postpartum period after her third child, then grieving the loss of her brother to a drug overdose. Amid these challenges, the COVID-19 pandemic had taken root in 2020, forcing her to isolate at home.
Ms. Robichaud, who is based in Port Moody, B.C., was hosting a podcast at the time, sharing stories of people recovering from addiction or mental health struggles. “A year and a half into the podcast, my brother passed, and it just broke me – especially because he was doing so well in his recovery journey. I just wanted to stop everything I was doing,” she says.
Unexpectedly, a new opportunity arose when Michelle Smith, founder of the blog Recovery is the New Black, asked Ms. Robichaud to design her website. It was a turning point for Ms. Robichaud. That first job sparked a vision of creating Sober Biz Collective, which offers a space where people in recovery can come together to network, share resources and collaborate, as well as services like web design and branding.
“I was so lucky that Michelle was my first client,” she says. “Having that business gave me a sense of purpose and something to get up for each day.”
Recovery from alcohol addiction can present unique challenges for women, often shaped by societal pressures, trauma and caregiving responsibilities. Business owners like Ms. Robichaud are carving their own paths as sober entrepreneurs and thriving with the help of supportive communities and self-care.
Embracing sober culture
During the pandemic, stress and isolation contributed to increased alcohol consumption in Canada. A report by the Association pour la santé publique du Québec (ASPQ) found that, while women generally consume less alcohol than men, they experienced the sharpest rise in heavy drinking, with rates in Québec increasing from 10 per cent to 21 per cent between 2000 and 2021. (In the rest of Canada, the rate was estimated at 15 per cent in 2018.)
Additionally, studies reveal that women frequently turn to alcohol as a coping mechanism for stress or trauma, including domestic violence and caregiving burdens.
While the recent “sober curious” movement seems to be encouraging more mindful drinking and inclusive social norms, alcohol’s normalization in society, especially in the workplace, still poses a hurdle for many people in recovery, says addiction medicine specialist Lisa Lefebvre, assistant professor of psychiatry at the University of Toronto.
“While there has been progress since the 1970s, alcohol remains central to many work events,” says Dr. Lefebvre. For those abstaining, such environments can feel isolating, requiring explanations or excuses for declining drinks.
For Aurora-based business strategist and PR professional Elena Fordham, sobriety meant walking away from a high-pressure public relations career to start her own boutique marketing communications agency.
“As I was preparing my exit, I realized I didn’t fit the traditional PR box any more. Plus, the ‘booze cart’ culture wasn’t sustainable for me so early in my sobriety,” she says.
Tools for success
Beyond foundational treatment, Dr. Lefebvre notes that practical strategies are essential for navigating triggering environments, especially those involving alcohol.
“Some people who’ve been stable for years have figured out ways to handle these situations and can be in them without an issue. But for others, especially those new to sobriety or struggling with relapse, it can be very triggering,” she says.
Dr. Lefebvre recommends specific tactics for people in recovery who need to manage such events. “Sometimes having one trusted person at the event who knows your situation can help. This person can redirect questions or offer support if things get uncomfortable.”
Preparing in advance is another useful strategy. “Playing through scenarios in your mind and having prepared answers can keep you from being caught off guard. Non-alcoholic drinks can also be helpful, and some people choose to avoid such events altogether or suggest alternate activities where alcohol isn’t central.”
Dr. Lefebvre points to recent evidence from the Canadian Centre on Substance Use and Addiction (CCSA) that highlighted the health risks of alcohol, including its links to cancer, particularly breast cancer in women.
“This evidence underscores the need to challenge alcohol’s normalization and create more inclusive, ‘abstinence-friendly’ workplaces,” says Dr. Lefebvre. “Reducing the romanticization of alcohol, especially as a coping mechanism for stress, could benefit not just those in recovery but society as a whole.”
Ms. Robichaud says sobriety has brought not only health benefits but also new ways to embrace joy and connection during social activities.
“I love [making] creative drinks that make me feel part of things,” she says. “At Thanksgiving dinner with my husband’s family, I brought bubbly waters, mixed in fruits, and found so much fun with non-alcoholic drinks. I don’t love the taste of alcohol – I never did. I just wanted to get drunk back then. Now, I enjoy the experience without the poison,” she says.
Connecting with a community
For women entrepreneurs, the loneliness of running a business can be another risk factor. Building community through shared interests or professional associations can offer vital support.
Ms. Fordham says that she found community while volunteering with the Engage program at Toronto’s Centre for Addiction and Mental Health (CAMH). Connecting with peers who shared their experiences with mental health and addiction made her feel like they were all “in this together,” she says.
Edmonton-based entrepreneur Natasha Delany leaned heavily on Alcoholics Anonymous, ceremony and a supportive network during her recovery journey. A Cree woman raised in foster care, Ms. Delany overcame significant challenges throughout her life, including racism and abuse.
Her first business, Indigenous Projects and Events, was born after helping plan an Indigenous fashion show. Inspired by the experience, she launched a coaching program through her second company, Delany Enterprises, to help Indigenous women entrepreneurs heal and thrive.
“To experience real change, you need profound moments that shift the way you feel,” she says. “That’s what happened when I entered sobriety. I saw others who were sober and happy, and I knew that’s what I wanted. I hope the women in my coaching program experience similar transformations.”
Building her sobriety on a foundation of spirituality and personal growth, Ms. Delany credits tools like audiobooks and prayer for her resilience.
“If I’m struggling, I know I need to attend a meeting, participate in a sweat, or simply pray and ask for help,” she says.
Ms. Robichaud says that helping other entrepreneurs “find purpose and meaning in life after addiction” through Sober Biz Collective has been a rewarding part of her recovery. She’s also grateful that she has the tools to keep her recovery on track through challenging times.
“It’s easy on a good day to get through the day sober, right? But when stuff hits the fan, you really need to have habits in place.”
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