Our story
BUILT FOR THE 88%.
Even a serious athlete training 20 hours a week is only in that athletic state about 12% of the time. The average adult? Under 2%. Yet the entire hydration industry was built for that sliver of life — and sold to all of it.
THE CATEGORY THAT DIDN'T EXIST.
Water is the baseline. Sports drinks are trapped in the gym. Wellness shots are a quick fix. None of them were built for the way people actually live — workdays, workouts, travel, focus, stress, recovery, and everyday energy.
Lifestyle Hydration™ is the category we created to fill that gap: a daily hydration ritual designed for mind and body, built around clean ingredients, balanced electrolytes, functional benefits, and simple routines people can use every day.
FitDrate™ is the performance expression of that category — The Healthy Alternative® to salt-forward sports drinks. The same clean, balanced foundation, powered by our Electrolibrium™ electrolyte blend and the Balanced 88 Gold Sodium™ standard, with EAAs added for people who train hard and live harder.
WHAT LIFESTYLE HYDRATION™ IS — AND ISN'T.
IT IS
- A daily ritual — drinkable, repeatable, built for every day
- Hydration for mind & body — focus, energy, recovery, balance
- Clean — balanced electrolytes, zero sugar, functional ingredients
- Performance-ready — EAAs and endurance support when you train
IT ISN'T
- A sports drink — the use case is all-day life, not just athletic performance
- A supplement — the behavior is simple and drinkable, not a pill routine
- Plain water — modern life calls for hydration with purposeful benefits
- A wellness shot — this is a daily ritual, not a quick fix
THE MANIFESTO
"The old category asks: how do we replace what you lost?"
"The new category asks: how do we help you live better before you feel depleted?"
Your whole day is the event. Hydrate like it.
Try the Free Sampler