2THIRTY

Why I started it

I spent every day on a gym floor watching people drink whatever was closest to the register. The hydration category was either loaded with sugar or tasted like medicine, and almost nothing was built for someone who trains hard and reads a label.

2THIRTY launched in 2022 with stick packs — portable, no cup required, easy to keep in a gym bag. The format let people try it without committing to a full tub, which is exactly what a new brand needs.

From stick packs to tubs

Once repeat orders proved the flavor system worked, I expanded into wellness tubs across the flavor line. Tubs raised average order value and made a subscription program worth building, because a customer buying a tub is telling you they have made the product part of a routine.

The brand sells direct through Shopify and through Amazon. Email marketing carries the relationship between orders, and the subscription program drives the repeat revenue that makes a consumables business work.

What I own

Product formulation decisions, packaging, pricing, the storefront, the ad and email calendar, and the fulfillment relationships. Running a direct-to-consumer brand alongside a gym has been the fastest education in unit economics I could have asked for — every decision shows up in margin within a week.