our story

It Started With My Sister

My name is Robbie Michel, and I have a very personal reason for wanting to see a world free of Multiple Sclerosis.

My sister, Judy, was diagnosed with Primary Progressive MS in 1980. At that time, there were no disease-modifying therapies available to slow the progression of the disease. She struggled with MS for years, and in 1995 she succumbed to complications from the disease.

Watching what Judy and our family went through left a lasting impression on me.

No one should have to go through what she and her family endured.

That belief is at the heart of AZ Crush MS.

The Inspiration

In 2024, I established AZ Crush MS as an approved DIY (do-it-yourself) fundraiser on behalf of the National Multiple Sclerosis Society.

The idea was inspired by Kevin Reid and Julie Hare, who began an annual wine-tasting fundraiser in Napa Valley in 2014 called Crush MS (www.crushms.org). Their event has raised more than $1 million to support the search for a cause and cure for MS.

I wanted to bring that same spirit to Arizona: an event where people could come together, have a wonderful time, and make a meaningful difference for people living with MS.

The National Multiple Sclerosis Society approved my request to keep a portion of the money raised locally so it could be used to provide financial assistance to people living with MS in our local chapter.

Our First Event

During the fall of 2024, we reached out to the Arizona winery community and asked them to donate wine to our event, and their response was overwhelming.  Nine wineries graciously donated their time and their wines.  Their contributions were instrumental in the success that we experienced, and we are forever grateful for their generosity.

On April 19, 2025, we held the inaugural AZ Crush MS Wine Tasting at Chicken N Pickle in Glendale.

The response was incredibly encouraging. Chicken N Pickle generously donated its upstairs space, and we were honored to have Kevin Reid attend our first event. Our keynote speaker was Jon Strum, creator of the award-winning Real Talk MS podcast (www.realtalkms.com).

But something even more important came out of that first event.

We established a grant committee and created the AZ Crush MS Relief Fund, putting approximately $3,500 into the fund from the event proceeds.

Over the following 12 months, every dollar in that fund was used to provide financial assistance to people living with MS in our chapter.  They applied, the committee reviewed and approved, and lives were changed for the better.

We had taken an idea and turned it into something that was directly helping people.

Becoming AZ Crush MS

In August 2025, AZ Crush MS received official recognition from the IRS as a 501(c)(3) nonprofit organization.

What began as a fundraising effort had become an organization with a mission of its own—and a growing community behind it.

Growing the Mission

The success of our first event—and the wonderful feedback from our guests—encouraged us to do it again.

On April 11, 2026, we held our second annual Wine Tasting at the Creighton University Ballroom in Phoenix.

And this time, our community showed us just how much was possible.

We raised $50,000.

Approximately $9,000 went to the AZ Crush MS Relief Fund to provide financial assistance to people living with MS in our chapter. Another approximately $20,000 was sent to the National Multiple Sclerosis Society to support its work, including research toward finding a cure for MS. The remaining funds covered event-related expenses.

That growth means more than dollars.  It means more people we can help. More families we can support. And more hope for a future without MS.

And Now We're Looking Ahead

The 2027 event is already taking shape—and we're planning to make it bigger, better, and more impactful than ever.

But our goal isn't simply to create a bigger wine tasting.

Our goal is to raise more money, help more people living with MS, support the search for a cure, and build a community that refuses to accept MS as the future.

I don't know exactly where this story will lead.

But I do know this:

With a caring and generous community behind us, AZ Crush MS can continue to grow—and together, we can change the lives of families affected by MS.

And maybe someday, we will be able to say that MS is no longer part of anyone's story.

Until then, we'll keep crushing MS.