Brandin Cohen - Founder of Liquid I.V. | Always On | Cuts

Summary

Brandon Cohen, founder of Liquid IV, shares his inspiring journey from aspiring professional athlete to creating a blockbuster health drink company, which was recently acquired by Unilever. Initially developed as a healthier alternative to traditional sports drinks, Liquid IV quickly became a top seller in Whole Foods and expanded to thousands of stores nationwide. Cohen's drive stems from a desire to make a lasting positive impact, and his 'Mamba Mentality' inspired by Kobe Bryant helped him navigate challenges. The company's success also enabled them to donate millions of servings to those in need globally.

Takeaways

• 🚀 Brandon Cohen founded Liquid IV at the age of 24, which was recently acquired by Unilever in a significant deal.
• 🏌️‍♂️ Cohen initially aspired to be a professional athlete but injuries led him to work in sports, where he discovered the hydration benefits of Pedialyte.
• 💡 Inspired by Pedialyte, he conceptualized a healthier version with science-backed sodium, glucose, and potassium for athletes and active individuals.
• 🤫 He secretly started his business while telling his parents he was studying for an MBA to avoid their disapproval.
• 🏪 Within three months, Liquid IV became the top-selling item in the Whole Foods' whole body department, leading to rapid expansion.
• 📈 After five years, Liquid IV was in 35,000 stores across the country, generating hundreds of millions in revenue.
• 🌍 Cohen's entrepreneurial goal is to leave a lasting positive impact on the Earth for generations to come.
• 💡 Entrepreneurs often seek Cohen's advice on overcoming the various reasons not to start a business, and his advice is to just get started.
• 🦄 Kobe Bryant and the 'Mamba Mentality' greatly inspired Cohen, especially during challenging times, to remain unflinching and focused.
• 💼 Cohen grew a half-a-billion-dollar business from his 800 square foot apartment, emphasizing the importance of singular focus on growth.
• 😭 The acquisition's magnitude was so great that it led to emotional reactions from those involved, including a friend who invested when he had little to spare.
• 🌏 Liquid IV's philanthropic efforts include donating over 10 million servings to people in need in countries like Nepal, Uganda, and Haiti, aligning with the company's mission to help others.

Q & A

Who is Brandon Cohen and what is his claim to fame?

Brandon Cohen is the founder of Liquid IV, a health supplement company that was acquired by Unilever in a significant deal. He is known for creating a healthier version of an electrolyte drink and growing the business to a nationwide presence.

What was the initial inspiration behind Liquid IV?

The initial inspiration for Liquid IV came from the observation that professional baseball players were drinking Pedialyte to hydrate. Cohen thought of creating a healthier version of this drink with a focus on sodium, glucose, and potassium for athletes and active individuals.

How did Brandon Cohen manage to keep his business idea a secret from his parents initially?

Brandon told his parents that he was studying for an MBA because he knew they might not support his decision to start a business on the side, which he considered a 'crazy kind of business'.

What was the growth trajectory of Liquid IV like after its initial success in Whole Foods?

After becoming the top-selling item in the Whole Body department of a Whole Foods store, Liquid IV expanded to 10 stores in Southern California and, within five years, was available in 35,000 stores across the country, generating hundreds of millions of dollars in revenue.

What is the entrepreneurial philosophy that Brandon Cohen lives by?

Cohen's entrepreneurial philosophy is about making a lasting, positive impact on the earth that lasts for generations. He aims to be involved in ventures that truly make an impact on people's lives every day.

What advice does Brandon Cohen give to aspiring entrepreneurs who are hesitant to start?

Cohen advises aspiring entrepreneurs to overcome their hesitations and just get started, regardless of the reasons they have for not starting.

Who was a significant inspiration for Brandon Cohen during challenging times?

Kobe Bryant and the 'mamba mentality' were significant inspirations for Cohen, especially during challenging times in 2020. He studied Bryant's approach to handling adversity and adopted a similar mindset of being unflinchingly focused.

How did the acquisition by Unilever impact the lives of those who invested in Liquid IV at the beginning?

The acquisition turned small initial investments into significant returns. For instance, one of Cohen's best friends, who invested when he had no money, saw his $5,000 investment turn into a seven-figure sum, which led to an emotional reaction.

What was the living situation of Brandon Cohen while he was growing the business?

Cohen grew the business from his 800 square foot apartment, focusing singularly on business growth without upgrading his lifestyle or having the means to do so at the time.

How did Liquid IV's success allow for giving back to the community?

Liquid IV's success enabled the company to donate over 10 million servings to people in need in places like Nepal, Uganda, and Haiti, rounding out the business's mission to help people every day, both in the U.S. and globally.

What scientific development did Liquid IV utilize in its formulation?

Liquid IV utilized a science developed by the World Health Organization in its formulation, which was a key factor in the company's early days and its commitment to helping those less fortunate.