Josh Lange ’93 Pours His Passion into Business and Community Building

Josh Lange ‘93, a proud alumnus of CRMS and a successful entrepreneur, used many lessons he learned as a CRMS student and competitive ski racer to become a multifaceted business owner. With ventures like Just Squeezed Juice, La Luz Coffee, and Mountain Heart Brewing, his story is one of hard work and aspiration. 

At CRMS, the adventures outside the classroom stood out most for Josh. He flourished in the school’s outdoor education programs, relishing his first Wilderness trip at 14. Key experiences like kayaking on the Yampa River and serving as a Wilderness Assistant with Peter Mueller left a lasting impression, instilling the values of collaboration, perseverance, and joy in challenging situations.  “I remember my work crews – dish crew with the Hobart and ranch crew building and repairing fences.  Work crew taught me the importance of teamwork and being a part of something.”  Josh credits CRMS and skiing for teaching him the importance of structure and routine. His time participating in rigorous training as a ski racer exposed him to grit,  resilience, and the ability to face and learn from failure. These lessons would later translate seamlessly into his professional life as an entrepreneur.

In 1998, at just 22, Josh opened Just Squeezed in Santa Fe. The humble lemonade cart soon grew into a brand synonymous with summer festivals nationwide. With his love for skiing driving his entrepreneurial spirit, he created a business model to support his desired lifestyle—the freedom to travel and “chase the snowstorms.” Josh has spent the off-season traveling the world, highlighting great winters spent adventuring in British Columbia and Switzerland. “I wanted to explore the world and live my life,” he states, reflecting on the determination that pushed him to build Just Squeezed from the ground up.  Josh found like-minded people who wanted to work hard for half the year to have the other half of the year do what they wanted. With this fantastic team,  Just Squeezed now supports festivals across the country. Its success has allowed him to explore other interests in the beverage industry. 

During the pandemic, when many businesses struggled, Josh saw an opportunity. He brought his best people from Just Squeezed and opened La Luz, a coffee shop in Albuquerque. The shop became a popular gathering place for the community. This venture allowed him to pivot his business strategy and fueled his vision of creating communal spaces that unite people. 

Upon returning to Carbondale in 2022, Josh seized the chance to start Mountain Heart Brewing. His commitment to fostering community remains steadfast despite the challenges of launching a new venture. He sponsors local events like the Mountain Fair, Carbondale Arts Fashion Show, and Basalt’s summer concert series, underscoring his dedication to the towns he calls home.

Josh recently opened a second Mountain Heart location in Basalt, CO. He loves seeing his space filled with happy people connecting with the space and each other.  This new location has a coffee shop up front and a taproom/ sandwich shop in the back, allowing people to connect over coffee or beer.  As he continues expanding his businesses, Josh dreams of creating a perfect blend of indoor and outdoor spaces for beer and coffee in Carbondale. His vision is clear—he aims to see local businesses thrive, nurturing gathering spaces that foster community ties. “It’s all about building a team that cares about the business &  our community,” he reflects, recognizing the challenges locals face in the Roaring Fork Valley, where many juggle multiple jobs to make ends meet. Yet, his unwavering determination to inspire those around him shines brightly.

Beyond his professional accomplishments, Josh treasures his role as a father. With a five-year-old son, he cherishes their adventures in the great outdoors, passing on his love for nature and exploration. “Dad life is the most rewarding part of my work,” he shares with a smile. His desire to be present for his son while building a life filled with community connection speaks volumes about his values. 

Josh Lange’s journey from CRMS to a successful entrepreneur is a powerful reminder of the impact of hard work, community, and a love for the outdoors. His endeavors enrich his life and those around him, proving that we can create something truly special for our communities when we chase our passions.