Hosted during Austin’s F1 Week, Willpower Week is a two-day experience uniting brand leaders, athletes, and performance innovators.
Day 1 features the Catalyst Series: Winning Cultural Tentpoles — a deep dive into how brands create lasting relevance, with leaders from Kendra Scott, LALO Tequila, and Caraway Home sharing how they build connection and momentum around major moments.
Day 2 continues with the Willpower World of Sports & Human Performance — an immersive experience uniting F1 performance minds, neuroscientists, and the leaders shaping the next era of recovery, apparel, and human optimization, hosted at Austin’s premier padel facility, Padel 39.
Day 1: Catalyst Series — Winning Cultural Tentpoles
The evening dives into how modern brands build cultural relevance and capture attention during major tentpole moments like F1 and SXSW — sharing the playbook behind storytelling, timing, and community that turns participation into longevity.
Featured Speakers:
- Courtney McHugh | VP of Marketing, Kendra Scott
- Greg Reintjes | SVP of Marketing, LALO Tequila
- Kyle Turadek | Sr. Director of Growth & E-Commerce, Caraway Home
Guests will step into a curated brand activation experience featuring AG1, Kin Euphorics, Yellowbird Hot Sauce, Onnit, Supergut, Surely, Saps, Magic Milk, Everyday Dose, David Energy Bars, and more — plus a pop-up bar by LALO Tequila and limited-edition Willpower F1 Week tote bags available exclusively to attendees.
Presented in partnership with Klaviyo, TIE, J.P. Morgan, Domaine, and Rivo.
Day 2: Willpower World of Sports & Human Performance
A full-day immersive experience exploring the future of human potential, uniting leaders across sports, science, defense, and wellness to redefine how we move, think, and recover.
Featured speakers include:
- Divya Goel | VP of Fan Engagement, FanCapital/Williams Racing
- Craig Lyon | SVP of Marketing, Nutrabolt
- Tommy Wood | Head Neuroscientist, F1 Drivers + Associate Professor, University of Washington
- Antti Kontsas | Performance Director, Hinsta Performance
- Sten Stray-Gundersen | Professor of Exercise Science, University of South Carolina
- Steve Tidball | Founder, CEO, Vollebak
- Lauren Betzing | Chief Strategy Officer, Evolve
- Rob Insinger | Co-Founder + Chief Revenue Officer, Ammortal
- Bill Powell | Co-Founder, Anthropy Partners
Guests will take part in open padel play, interactive discussions, and live demonstrations showcasing the connection between mind and body.
The Recovery & Recharge Zone brings together leading performance-tech innovators, Hyperice, Rally, Neuronic, Shiftwave, Neurable, and Arctop, alongside functional partners AG1, Nutrabolt, Athletic Brewing, and SAPs.
Together, they’re offering hands-on access to the latest in recovery and wellness, from cognitive training and AI-driven feedback to functional nutrition and hydration. A complimentary lunch by Gardencup rounds out the experience, fueling both mind and body.
In partnership with Klaviyo.
Willpower is a community-driven platform at the intersection of wellness, performance, and consumer innovation. Based in Austin, it connects founders, leaders, and creators through experiences, storytelling, and events that bring culture and industry together.
From wellness pop-ups with emerging CPG brands to human performance summits with NASA, Willpower builds spaces where ideas move fast, collaboration runs deep, and brands grow through community.
bill@willpowerhq.com
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