Your Guts. Your Glory.

In 2023, Josh and I made a pact. We decided that we wanted to clean up some habits. And first on the chopping block was alcohol.

At first, we swapped our usual beers and cocktails for non-alcs and waited to feel terrible about it.

We did not feel terrible about it.

The habit stuck. Completely. And we stood there like two men who had accidentally discovered fire, staring at each other, trying to figure out what had just happened.

Here's what had happened: we kept the ritual. The cold drink after work. The thing you hold at a party so your hands have something to do. The moment that signals your brain that the day is officially over. We just changed what was in the glass. And apparently that was the whole thing. The ritual was doing most of the work the entire time.

(We are, as you can see, pioneers.)

Then one of us—honestly we've both claimed credit at this point—said: if this works for alcohol, could it also work for nicotine?

That thought rattled around for a while. Then it became a product. Then it became a company. Then it became Gutsz—Flavored Air built for the moments people already enjoy—with zero nicotine, zero vapor, and a suspicious amount of enthusiasm about terpenes.

We didn't set out to disrupt an industry. We set out to stop doing the thing that was holding us back and accidentally figured out how.

The future is clear…and you’re a part of it!

Guts•z Founders Jeromy (left) & Josh (right)

WHY GUTS•Z?

Calling All Death-Defiers!

We wanted our brand to reflect the type of courage, determination and spirit it takes to overcome old patterns that no longer serve your life.