The Untold Truth Of Bodyarmor Sports Drink

Wherever there is sports, it seems like big business pops up around it, competing for their share of the market. From the clothes and gear, to how they fuel their bodies, athletes, both pro and wannabes, spend a lot of money on the things that help them obtain optimal performance and recovery. So, it should come as no surprise that the competition among sports drinks, beverages created to rehydrate and restore lost electrolytes through sweating, is fierce. 

In 2015, sales of sports drinks in the United States exceeded $8.5 billion with Gatorade, which is owned by Pepsi, and Powerade, which is owned by Coca-Cola, vying for the top two spots (via Statista). Together, they make up 90 percent of the sports drink market (via Grand Stand Central). But in 2015, a new kid on the sports drink block flexed its muscles. Bodyarmor, a sports drink created in 2011 by the co-founder of Vitaminwater, Mike Repole, and with backers that included the late NBA legend Kobe Bryant and NFL quarterback Andrew Luck, earned $100 million in revenues (via Fortune). 

What makes Bodyarmor sports drink unique

Bodyarmor's stellar showing certainly teed up the company for success. Their market performance didn't go unnoticed. In 2018, the Coca-Cola Company came knocking and purchased a minority stake in the sports drink. Repole remained the largest shareholder, and Kobe Bryant, who invested about $6 million in the company, found his shares jumping to an estimated worth of $200 million with the soft drink giant's backing (via ESPN).

While many may have initially viewed Bodyarmor as an underdog in the sports drink market, the rising star is clearly positioned to be a game changer. Repole, Bodyarmor's CEO, is a true competitor, so much so, he has set a goal of being number one in the sports drink arena by 2025 (via Sports Business Daily). And it may just happen. According to Fox Business, Bodyarmor could surpass $1 billion in retail revenue by the end of 2020. Repole credits Bryant for this meteoric rise, acknowledging the sports drink scoreboard would look quite different if it hadn't been for his support and stake in the company — a stake that his wife, Vanessa, and his daughters have now inherited.

Bodyarmor markets itself as a better choice than competitors

According to the Bodyarmor website, their sports drink is healthier than its competitors because it contains natural flavors and sweeteners and no colors from artificial sources. It does come in a bevy of enjoyable flavors, including strawberry banana, blackout berry, berry lemonade, and pineapple coconut — and quite a few more (via Bodyarmor).

In 2017, the company launched two new drink varieties: a lighter, even healthier version of their sports drink called Bodyarmor Lyte, which has the same benefits but features just 20 calories and 2 grams of sugar per bottle. They also debuted their designer water called Bodyarmor SportWater, which has the added bonus of a performance pH 9+ and electrolytes. All of this has helped with their growing profits, but whatever the company is doing, they're clearly on a path to claim that number one spot in the sports drink competition.