Today we’d like to introduce you to Brandin Cohen.
Brandin, can you briefly walk us through your story – how you started and how you got to where you are today.
My story begins with a golf scholarship at Loyola Marymount University. My plan to play professionally was halted during senior year by a shoulder injury, so I went to the dean of the school of business pleading to join the entrepreneurship program, and despite my lack of prerequisites, he gave me a shot. I ended up winning the “Entrepreneur of the Year” that year, sending over 20,000 meals to the children of Haiti, following the devastating earthquake in 2010. This experience later became a big inspiration to me in my current business.
After graduating, I began working with the Arizona Diamondbacks in sales and marketing and discovered that all the players on the team were consuming unhealthy, chemically-filled baby hydration drinks and I thought, “Why are all the best athletes in the world drinking this crap?” After moving back to LA, I discovered all my young professional friends were also drinking similar hydration solutions for their active, fast-paced lifestyles.
There was clearly a void in the market for a truly effective, healthy hydration product for active adults and I wanted to fix that problem so people could live better lives. Partnering with world-renowned scientists, we developed a revolutionary science called Cellular Transport Technology, which allows people to hydrate 2-3x faster and more efficiently than water alone!
We got into one local Whole Foods and within 3 months, became the top-selling item in the Whole Body department. Because of the excitement around the product, Whole Foods quickly expanded us into 12 stores… and before we knew it, everyone wanted LIV! We were voted “Best New Product of 2016” by all the top retailers in the world and all of the sudden (seemingly) we were carried on over 20,000 stores across the country!
Now we are able to help people around the world struggling with dehydration… I couldn’t be more proud of our team and our mission to defeat dehydration globally!
Has it been a smooth road?
When I first got going with the business, I was about to get my MBA on the east coast. Liquid I.V. was a side project, but an interested investor said that he would only take the plunge if I would go full time into Liquid I.V. My friends thought this was ridiculous.
One, in particular, laughed in my face and said, “You’re going to work on that stupid drink thing instead of going to get your MBA?” Ultimately, I decided to take the risk, and he’s a big fan now, but I still hear his laugh in my head every day and it always motivates me. Most people aren’t going to believe until it becomes a real thing. You must have so much belief in yourself and your product because you’re going to hear so many “NO’s” along the way.
Probably the most challenging part of starting a business is trying to have some semblance of balance in my life. Balancing investors, retailers, employees, family, and friends is like nothing I’ve ever experienced. No one teaches you that.
We’d love to hear more about your business.
Liquid I.V.’s Hydration Multiplier is a great-tasting, Non-GMO electrolyte drink mix that utilizes the breakthrough science of Cellular Transport Technology (CTT)™ to deliver hydration to your bloodstream faster and more efficiently than water alone. 1 Liquid I.V. can provide the same hydration as drinking 2-3 bottles of water.
There are a few things that I’m proud of. First, the effect our product has on people’s lives. It makes me extremely proud when I read the thousands of reviews and direct messages from all the people that LIV is helping and changing their lives for the better.
I’m proud of our team and the selfless culture that we have created. It’s really cool for me to see how much they’ve grown to care for each other and for the brand.
Lastly, I’m so proud of our give back mission and how we’ve gotten our feet on the ground to help people in underdeveloped nations around the world, like Uganda and Haiti, where they struggle with hydration and clean water. We have sent over 100,000 servings of our product around the world… and most exciting of all, the more we grow, the more people we can help!
Is our city a good place to do what you do?
I feel like LA is the perfect place to start a business! I’ve been able to connect with investors, like-minded entrepreneurs and innovators all in one centralized place. Plus, I’m constantly connecting with people from the entertainment, wellness, and health industry, which has allowed me to develop and cultivate really strong, genuine relationships. Many of these contacts have become a core part of my support system today.
It also helps that LA has the best scenic backdrop for content creation… from sandy beaches to snowy mountains, we can pretty much cover every seasonal activity by just driving a short distance. Liquid I.V. attracts people who lead a healthy, active lifestyle, so it’s cool to be able to generate content that speaks to that wide audience.
Silicon Beach is a start-up hotspot and it’s exciting to be a part of that energy and buzz! Even as you look to east LA, the infrastructure that’s been built in warehouse and office spaces is really amazing. It’s awesome to think how much this city can offer to businesses! I would definitely recommend someone starting out to consider Los Angeles as their home base. It’s done well for me and Liquid I.V.!
- Hydration Multiplier in Lemon Lime is $24.99 for a 16-pack
- Hydration Multiplier in Limited Edition Açai Berry flavor is $29.99 for a 16-pack
- Hydration Multiplier Combo-Pack is $26.99 for 16-pack
- Subscribe to our LIV Everyday GIVE Everyday 32-pack monthly supply for $37.49
- Address: 4136 Del Rey Ave, Marina del Rey, CA 90292
- Website: www.liquid-iv.com
- Instagram: Liquid I.V.: @liquidiv / Brandin Cohen: @brandin_cohen
- Facebook: @liquidiv