Our Story

Built for the Disciplined

First Rep Coffee was started by a track coach.

Twenty-plus years on the infield teaches you something about mornings. The work happens before anyone is watching — before the stands fill, before the meet, before most of the world is up. The first rep is the one nobody claps for. It's also the one that decides everything after it.

That's who this coffee is for. Coaches at 5 a.m. Parents in the stands at seven. Athletes putting in work before school. Anybody whose day starts before the day starts.

What we actually do

We source coffee from growing regions around the world — single origins from Peru, Mexico, Colombia, Ethiopia, Guatemala and Bali, plus house blends built for people who need the cup to do its job. Every bag is roasted and ground to order after you buy it. Nothing sits on a shelf waiting.

You choose the grind — whole bean, standard, espresso, or coarse for cold brew — and the size, from a 12 oz bag up to a 12 lb case for teams, offices, and anyone feeding a crowd.

The standard

We'd rather be the coffee you reorder without thinking about it than the one you try once. If a bag ever shows up and it isn't right, tell us. We'll fix it. That's the whole policy.

— Coach E, Founder