Chocolate Industry

GoodSport CEO tells the story of new milk-based sports drink

Good sports drink

Source: Good sport

It all started as a secret between Michelle McBride, her son Beau, and the business idea derived from the consumption of milk.

McBride, 48, is the founder of GoodSport, a hydrating sports drink based on dairy elements. The beverage company launched in February, and after a solid start, GoodSport will seek up to $ 15 million in its funding round.

In an interview with CNBC, McBride said his product was a “really effective hydrating” sports drink made from cow’s milk. The company’s early investors include Major League Baseball legend Ken Griffey Jr. and former San Francisco 49ers icon Ronnie Lott.

“I wasn’t trying to do anything cool with milk,” McBride said. “I made it from milk because it is the vehicle that allows us to provide superior hydration because it is filled with electrolytes, vitamins and carbohydrates. There is nothing else like it. . “

The Chocolate Milk Theory

McBride, a former lawyer, said she was looking for sports drinks that did not contain artificial ingredients. His son Beau is a young athlete who worries about his hydration when playing baseball in high temperatures. McBride wanted to be careful. After failing to find a sports drink they both loved, McBride searched and found chocolate milk. hydration aid in athletes. So she started giving it to Beau after baseball practice.

“When I did the research, I learned that it was filled with electrolytes,” McBride said. “I didn’t know that, and not many people know, because that’s not what people focus on when it comes to milk.”

Good Sport Founder Michelle McBride

Source: Good sport

While chocolate milk may be a good choice, it still hasn’t met other expectations.

The protein in milk is not good when playing sports. It is found in the stomach of an athlete and can cause discomfort during exercise. And it is not very refreshing to drink milk after exercise, although it helps with hydration.

Returning from Beau’s basketball training, McBride pitched the idea of ​​creating a sports drink – a more refreshing version of milk. Beau approved, and the two agreed to keep it a secret.

“I said, ‘Don’t tell anyone,'” McBride recalls, adding that even her husband, Jim, hadn’t known about the secret for months. “We called it ‘Sports Milk’.”

Eventually that name became GoodSport.

McBride quit his job at a nonprofit organization and began research and development on the beverage. GoodSport ultrafilters the elements of milk, removing any protein left over after the farmers’ initial filtering. Essentially, this is the part of the milk that farmers do not need. McBride calls it “the goodness of milk”.

“You have a clear portion of the milk left that is packed with electrolytes, vitamins and the right balance of carbohydrates that we can use to make a sports drink,” she said. “I didn’t start in the dairy industry,” McBride added. “I was a real consumer in need and wanted a natural sports drink that provided really effective hydration. Milk just happened to make that possible.”

The secret is revealed

McBride collaborated with the former director of the Gatorade Sports Science Institute, Dr Bob Murray, and the Center for Dairy Research at the University of Wisconsin to develop GoodSport. The company is now based in Chicago and wants to grow.

GoodSports has six employees, is distributed locally and launched on in March. There are currently four flavors available, and a 12-pack of GoodSport, at 16.9 ounces, is priced at $ 34.99 on the website. McBride did not provide financial information on the company, but said sales have been “excellent so far” and “consumer feedback has been overwhelmingly positive.”

McBride said retail stores have expressed “excitement” about GoodSport, adding “they like the idea and the taste.”

She sent samples of the product to CNBC. One notable difference: GoodSport tastes less salty than other leading sports drinks. And you don’t feel like you’re drinking milk. It’s refreshing and lactose free.

GoodSport wants to expand into the Midwestern states and use the new capital to launch additional flavors and fund “up-front costs such as production, distribution and marketing.”

McBride said Griffey Jr. and Lott are good partners, noting that former athletes “understand the product, the size of the market and our fit with it. But they are aligning and embracing the ethos of the brand.” .

Former MLB star Ken Griffey Jr. chats with players from the National League team in the fourth inning against the American League team during the All-Stars Futures Game at Progressive Field on the 7th July 2019 in Cleveland, Ohio.

Jason Miller | Getty Images

Learn from the past

The sports drink market is expected to reach $ 36 billion by 2028, according to at global research firm Fortune Business Insights.

The US market is dominated by Pepsiowned by Gatorade and Coca Cola some products. But, athletes, including National Basketball Association star Giannis Antetokounmpo and NFL star Aaron Donald (Ready Nutrition), also joined the space. So McBride knows the field is competitive. She uses her experience in the practice of law to navigate the industry.

“Legal education gives you a perspective and perspective to identify issues that need to be resolved and then come up with plans to resolve them,” McBride said.

“I am fully aware that there are not a lot of female sports drink founders,” she added. “It’s a tough category, but the whole process itself – turning the milk into a sports drink – was tough. That’s not going to put me off.”

At this time, GoodSport has no plans to attempt a vegan line with popular oat milk products. McBride also doesn’t try to compete with the best brands. Going nationwide and carving out a niche in the sports drink industry will suffice.

“Even if we have a small share of it (market share), we’ll have a very successful business,” McBride said. “We will hit our numbers. We will be a great investment opportunity.”