The Entrepreneurial Journey of a Sober Power Couple

In this episode of Coupley Fit, we dive into the real-life love and business story of Josh and Shiara—the duo behind True Color Concepts, a hospitality group in Arizona that includes popular spots like 36 Below, Sip Coffee, and Rose Garden.

But this isn’t just a business story. It’s about building a life around faith, family, and sobriety—even while running cocktail lounges.

Josh and Shiara first met at a nutrition club, where Josh led boot camps and Shiara was a regular. Their friendship came first, even though Josh wanted more from the start. Shiara kept him in the friend zone for a while, not wanting to risk what they already had. But Josh stayed patient and persistent—what they now joke about as “the two P’s”—and eventually won her over.

A turning point in their relationship came during a hike up Humphreys Peak. Josh says he heard God tell him that one day he’d propose to Shiara right there. A year later, he did just that.

What really sets their journey apart is how they’ve built a business around nightlife and alcohol—without drinking themselves. Josh is coming up on 10 years sober, and Shiara isn’t far behind. They’ve made it work by staying focused on the branding, vision, and leadership behind their bars—not the drinks. And that choice has turned into a strength. It’s helped them stay grounded and has given them a platform to mentor others who may be struggling with addiction in the hospitality space.

The road hasn’t been easy. Their business grew fast, and at one point they were stretched too thin. The stress started to take a toll at home. That’s when they stepped back, reassessed, and chose to put family first—even if it meant selling parts of the business or walking away from a concept that wasn’t working.

Now parents to a four-year-old son and a baby daughter, Josh and Shiara are intentional about their time together. They go on “day dates” while the kids are with family, and they’ve learned to protect their relationship just as fiercely as they do their business. They remind themselves of how far they’ve come with a simple mantra: never despise small beginnings.

Josh also shares a key lesson for other entrepreneurs: “Starve yourself before you starve your business.” In other words, reinvest in what you’re building—don’t bleed it dry. That mindset, paired with prayer, vision boards, and faith, has been the foundation of their growth.

Now, they’re in a season of refining. They’ve brought in new partners at Sip Coffee, they’re investing in stronger marketing, and they’re focused on deepening what they’ve already built rather than chasing the next big thing. They’re also carving out time for themselves—including an upcoming anniversary cruise to Alaska.

Josh and Shiara’s story is proof that you don’t have to sacrifice your values, your health, or your relationships to build something meaningful. You can grow a business and a family at the same time—if you stay rooted in what matters most.