Today, I’m joined by Evan Quinn, co-founder and CEO of hiyo.
A non-alcoholic social tonic with adaptogens, nootropics, and botanicals, hiyo has expanded from DTC to 11K+ retail locations nationwide.
In this episode, we discuss building a new category around non-alcoholic social wellness.
We also cover:
- Music and culture partnerships
- The household penetration opportunity
- Creating a proprietary “float” feeling from functional ingredients
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Chapters:
(00:00) Introduction
(04:00) Company and founder story
(05:25) College inspiration and founding
(06:50) Social Tonic category definition
(08:35) Avoiding mocktail positioning
(10:45) Straddling three industries
(12:20) The float concept
(15:05) Early traction and social proof
(16:30) D2C to wholesale transition
(17:45) Retail expansion strategy
(21:00) Music and culture partnerships
(23:00) Ingredient philosophy
(25:01) Staying disciplined on innovation
(28:30) Regulatory compliance and quality
(29:16) Category constriction and white space
(31:30) Household penetration opportunity
(34:00) Red Bull comparison and hiyo lifestyle
(35:45) Meaning and ritual in wellness
(36:30) Where to find
(38:00) Conclusion
