He wanted coffee lovers to explore new countries through every cup. How Michael Shewmake built a $22 million coffee subscription business

Michael Shewmake saw an opportunity to make coffee more interesting, instead of selling customers the same familiar blends, he wanted them to try coffee from different parts of the world and learn about where it came from. This lead to the creation of Atlas Coffee Club, a subscription business he started in 2015 with $5,000.

By 2023, Atlas had reached $22 million in annual recurring revenue, as per a business profile published by Callum’s Newsletter in March 2024.

A Coffee Shop Visit Gave Shewmake the Idea

The idea came after a visit to a coffee shop in Malibu, California. Shewmake enjoyed the coffee, and a barista explained how its origin and processing methods affected its taste, as per Starter Story.


That conversation got him thinking about how much there was to learn about coffee. He saw a chance to help other people discover different varieties without having to search for them individually.

Shewmake started Atlas Coffee Club while living in his parents’ basement. The subscription service sent customers coffee sourced from different countries, allowing them to try something new with each delivery.

Atlas Coffee Club’s Revenue Reached $22 Million

The business started small. Atlas recorded $30,000 in revenue in 2015, its first year. Revenue rose to $180,000 in 2016, $650,000 in 2017 and $2 million in 2018, as reported by Callum’s Newsletter. By 2019, it had reached $6 million.

Revenue climbed to $15 million during the pandemic before annual recurring revenue reached $22 million in 2023, according to Callum’s Newsletter.

Annual recurring revenue, or ARR, is the annualised value of recurring income. It is not the same as profit, and the reported figure does not reveal how much Shewmake personally earned. The figures come from a published business profile rather than audited financial statements.

Each Delivery Introduced Customers to a New Coffee Origin

Atlas wanted customers to know more about the coffee they were drinking. Its subscriptions featured beans from different countries, with accompanying materials explaining their origins and flavours.

The company’s colourful packaging and its use of postcards, flavour notes and brewing guides help the company stand out. The materials also introduced customers to the agricultural traditions and history of the regions featured in their deliveries.

Shewmake told Daily Coffee News, “We try to take the spotlight off of us and keep it on the coffee. You won’t see our brand name anywhere on the front,” adding, “We could be the hundredth roaster that uses an off-brown colored bag with little meta-descriptions of where it’s from, or we could make it really all about the country, and all about the region. We wanted to be more colorful and tell that story.”

The idea was to give subscribers a new coffee to try and a little more information about what made it different.

How Atlas Built Its Subscription Business

Atlas built its business around monthly coffee deliveries, offering subscribers single-origin coffee from different parts of the world. The company wants to help customers discover new varieties and learn about their origins

Atlas Coffee Club website says, "Each month features 12 ounces of freshly-roasted coffee, flavor notes, a postcard, and coffee history. The world of coffee delivered fresh to your door," adding, "Think of us as your coffee tour guides, sending you amazing & exotic coffees you can't find anywhere online or on the shelf."