Football. Coffee. One shared standard.

I'm Alex. I work in football, so early starts, late finishes, long journeys and a lot of coffee have become a fairly normal part of my week.

Coffee is part of the rhythm of football. It is there while the session plan is being finished, on the drive to training, before the turnstiles open and during the conversations that bring people together.

First One In began as a way to combine those two worlds and build something that feels at home with coaches, players, volunteers, supporters and anyone proud to put the work in before it gets noticed.

“First one in” is not about pretending every day begins at 5am. It is about preparation, care and setting a standard for the people around you. That might be opening up for training, checking the kit, making the first call or simply being ready when somebody needs you.

The coffee should live up to that idea too: straightforward, dependable and good enough to become part of your routine.

The first 45 bags are more than the first orders. They are the people who backed the idea before it was established. Every Founding 45 member receives at least 10% off for life, and where practical I would love to hand over the coffee personally and document the beginning of the brand together. A photograph is always optional and only shared with permission.