SAN ANTONIO – Throttle Before the Bottle is building a national network around mental health awareness, healthier outlets and conversations that are often hardest to begin.
Army veteran Noah Gradillas founded the movement, which uses motorcycle culture as a kick-start for a broader message: People need something healthy to reach for before alcohol or other substances become the way they cope.
“The bottle is a symbol. The choice is the point,” Gradillas said. “Your throttle may be a motorcycle, the gym, music, hiking, wrenching, creating or calling a friend. What matters is having something worth choosing.”
Throttle Before the Bottle has assembled its Original 25 Founding Riders from communities around the country and grew to more than 1,500 Instagram followers during its opening weeks. Riders are invited to share their #WhyIRide stories and represent a culture built on encouragement and checking on one another.
The organization is also building practical support around its message. Its website provides crisis direction and educational resources.
Motorcycle gear company EKON has joined Throttle Before the Bottle as a founding partner and has offered product support for future community campaigns, giveaways and rides. Throttle Before the Bottle continues to pursue relationships with dealerships, veteran-serving organizations, mental health groups and other motorcycle brands.
Throttle Before the Bottle publicly commits 20% of profits to mental health awareness initiatives and 90% of direct donations received to the mission. Its Giving Policy explains how those commitments work and how the remaining portion supports operations.
“I want someone to see the message on a bike, a sticker or a shirt and realize it is OK to say they are not doing well,” Gradillas said. “Sometimes the first win is simply giving somebody a reason to start the conversation.”
