Innovation

NOOMA is the inspiration of Brandon and Jarred Smith, two brothers and former professional hockey players, who were dissatisfied by drinking sugary and mass-produced sports drinks. These existing market offerings were overly (and artificially) sweetened, caused acid reflux issues, and lacked the "clean label" that elite athletes typically seek. Through conversations with eventual co-founder, Chris Cummins, this duo decided to develop something better.

In their first year, the Smith brothers worked with manufacturers, dietitians, and flavor specialists to determine the frontiers of science. Soon, the original NOOMA formulation was developed, providing the base for a better sports drink. But, the brothers did not stop with an innovative product. They also brought NOOMA directly to consumers, executing “sweaty samplings” -- offering free samples at gyms and active-lifestyle events to solicit consumer feedback. Market testing was pivotal to the growth of the brand, and it provided NOOMA with a grounded focus. Jarred Smith, Co-Founder and Head of Brand & Strategy, explained, “[Other] people looking to be healthy had the same pain points – we were able to stay ahead of things by focusing on them and not us.”

The final version of the NOOMA Organic Electrolyte Drink is the result of this consumer-first strategy, directed toward the pursuit of healthy hydration. Their brand-image philosophy focuses on five key pillars: 1) Natural Electrolytes, 2) Organic Ingredients, 3) No Added Sugar, 4) Superior Hydration, and 5) Smart Packaging. Each pillar incorporates a single element toward ensuring a clean, high-quality hydration product that promotes making healthy choices that minimize environmental impact.

Inspiration

While NOOMA has developed into a refined, differentiated, and consumer-focused product, it flourished from simple and humble origins. “It started [by recognizing] different personal issues with sports drinks, and knowing we could do something different,” Jarred Smith explains. “It really happened organically, without us trying to make it happen.” Over time, this initial motivation developed into a grander vision.

Brandon and Jarred quickly realized that other athletes and active-lifestyle enthusiasts both faced the same issue and were passionate about addressing it. Initial market research provided rich feedback that helped developed both the product formulation and NOOMA's mission. Consumers sought products that utilized quality ingredients, hydrated efficiently, and considered the mitigation of environmental impact. They also wanted to advocate for the product, and to exude passion toward the company developing it.

Customer evangelism allowed NOOMA to grow beyond their product offering. The management team now inspires people to embrace healthy lifestyles and helps them achieve their fitness goals. As the first Certified B-Corp in their market, they have developed a trusted and "ultra-clean" product that integrates directly into their customers' community. “We made [NOOMA] to have an impact,” Jarred describes. “[We’re] bringing positivity to people. They’re doing a fundraiser at their gym, and you’re involved in that.” This passion for innovation has drawn customers toward both NOOMA's products and, more importantly, its purpose.

Overall impact

NOOMA incorporates passion and people around its products and vision. While their solution addresses a significant problem, they also catalyze a community of athletes and fitness enthusiasts toward peak performance and healthier hydration. In return, customers also reciprocate partnership with the brand. NOOMA’s “sweat squad” is a coalition of passionate consumers who evangelize their products with friends, gyms, and workout clubs. Squad members receive drinks, exclusive content, and promotional products. NOOMA also works with brand ambassadors and gym/studio partners to nurture mutually beneficial relationships that help build and expand their brand.

Overall, NOOMA provides a high-quality solution that addresses the issue of hydration and also creatively advocates for an active and healthy lifestyle. It has cultivated a community of believers who help each other while evangelizing the product -- compelling evidence that NOOMA has strongly impacted customers through a combination of products and purpose. NOOMA continues to promote transparency, environmental mindfulness, and care for its community. Jarred Smith warrants that at NOOMA they are most proud of “having a company that was worthy of the B-Corp and standing for something instead of just selling.”

Business benefit

NOOMA's business is built upon a unique formulation innovation, but its strong growth reflects a customer-oriented philosophy. The sports drink market is highly fragmented with high barriers to entry, and many entrenched competitors make gaining "voice share" difficult for innovative upstarts. NOOMA has successfully navigated the entrepreneurial process to develop a product that consumers love and, more importantly, a brand that consumers evangelize. This foundation provides the company with a path for robust growth and clear opportunities for future product development and innovation.

Social and environmental benefit

NOOMA’s social benefit is clear. They have developed a product that both solves a problem and encourages consumer activism toward a healthier and happier lifestyle. They challenge industry norms by formulating their sports drink to incorporate electrolytes with "clean" ingredients and no added sugars. They remain mindful of their environmental impact, which is clear from their careful supply chain management and Tetra Pak packaging. Overall, NOOMA has built a holistically-minded product, business, and community strongly positioned for future growth.

Interview

Jarred Smith, Founder, Head of Brand & Strategy