OUR STORY

We rebel against average

Crazy Goat creates clean, considered fuel designed to elevate your day - not disrupt it.

WE CREATE ENERGY

We don’t chase wellness trends.

We exist to raise the standard - of what people consume, how it’s made, how it makes them feel.

Crazy Goat creates clean, premium fuel built around quality ingredients, balanced formulations, and real-world performance.
For workplaces. For homes. For long days and deep work.

For people who refuse to settle for mediocre - and dare to drink differently.

Our ethos

We don’t follow the rulebook. We build by our set of beliefs.

Rebellion with purpose

We exist to move the category forward - not decorate it. That means challenging average, questioning shortcuts, and raising expectations of what everyday fuel can be.

Crazy Goat is about making better energy more accessible - bringing the benefits of cleaner ingredients, considered formulation, and real performance to more people, not fewer.

Progress, done properly.

Unapologetically human

We believe brands should feel human, not institutional. Clear language. Real conversations. People you can actually talk to.

From how we show up, to how we support customers and partners, we keep things approachable, honest, and grounded - because trust is built person to person, not through corporate distance.

Anti-average, always

Average promises convenience and delivers disappointment.

We choose better ingredients, better sourcing, and better formulation - because what goes in matters, and the outcome is felt over time.

No filler. No empty claims. Just fuel designed to deliver real, consistent benefits you can rely on.

Power to the people

Energy should support the people who rely on it - not overwhelm them.

We build fuel designed to support steadier energy and clearer focus, helping people feel balanced and good for longer.

And responsibility doesn’t stop at the cup. From the farmers behind our ingredients to the teams and communities we serve, we believe progress should benefit everyone involved.

ESG

BETTER COFFEE. BETTER CHOICES.

Crazy Goat was built on the belief that quality and responsibility go hand in hand. These principles guide our sourcing, partnerships, and environmental efforts as we work towards B Corp status.

FAIR WAGES

Supported across the supply chain

CERTIFIED

Fairtrade + Organic sourcing

WASTE-REDUCTION

Initiatives across packaging, food and equipment

Crazy Goat

OUR TEAM

The team of rule breakers

Dan Capel — Founder & CEO

Left school at 15 with no GCSEs. Started in the building trade, found his feet in sales, and launched his first business at 24. One of his favourite things was meeting and talking to people — so when the opportunity arose to start his first coffee shop, he jumped at the chance. A trip to Ethiopia changed everything. Walking the plantations, meeting the farmers, falling for speciality coffee properly. That obsession stuck. These days Dan's into fitness, wellbeing, and the functional mushroom movement. So he built his own drinks and decided to share them with the world. Crazy Goat exists because Dan got tired of average. Still is.

Matt Bentley — Head of Operations & Marketing

Runs the brand. Leads the revolution. Drinks espresso martinis when no one's watching.

Amelia Munnelly — Head of Retail Operations

Started as a pot wash at 14. Learned every role. Left to work at Soho House. Came back to run the show.

Leanne Bradley — Account Manager

Keeps clients happy. Builds relationships. Gets things done.

Tina Wakeling — Manager

Heart of the coffee shops. Eye for detail. Won't serve anything she wouldn't eat herself. Also happens to be the love of Dan's life — the coffee brought them together.