We caught up with the brilliant and insightful Alex Murray a few weeks ago and have shared our conversation below.
Alright, Alex thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for my business, W.O.W Ice, was born out of one of the most heartbreaking and life-changing moments of my life. On June 12, 2016, I lost my younger sister, Akyra Murray, during the Pulse Nightclub shooting in Orlando. Akyra wasn’t just my sister—she was my best friend, my light, and my constant source of joy. Her laughter and her favorite word, “Wow,” stuck with me. In the aftermath of such a devastating tragedy, I felt an overwhelming need to honor her life and carry her legacy forward in a meaningful way.
W.O.W Ice started as a dream, literally. I had a vivid dream of Akyra smiling and enjoying a frozen treat with “Wow” written on it. That moment planted the seed, and the more I thought about it, the more it made sense. Growing up in Philadelphia, I always loved frozen treats, but I noticed there wasn’t anything on the market that really spoke to me as a healthier, plant-based, and flavor-forward option. I knew I wanted to create something special—not just ice cream or sorbet, but experiences that would bring smiles, connection, and joy, just like Akyra did.
Why This Was a Worthwhile Endeavor
The logic behind W.O.W Ice was simple yet powerful. I saw a gap in the market for frozen desserts that weren’t just delicious but also vegan, accessible, and creative. So many products felt generic or overly processed. I wanted to bring a unique approach by crafting vegan gelatos, sorbets, and alcoholic frozen treats that celebrated bold flavors, cultural diversity, and healthy ingredients.
But it wasn’t just about the product—it was about the story and the mission. Every scoop of W.O.W Ice represents resilience, love, and transformation. I knew this was worth pursuing because it wasn’t just solving a product gap; it was creating something that could uplift people emotionally.
What Excited Me Most
The idea of honoring Akyra’s memory while building something that could bring people together got me fired up. I imagined families sharing a pint, friends bonding over bold flavors, and even strangers connecting at events where W.O.W Ice was being served. I was excited to craft flavors that told stories—like “Arié’s Pumpkin Dream” for my daughter or our “Strawberry Bliss” that celebrates life’s special moments.
What sealed the deal for me was the realization that W.O.W Ice was more than a business—it was a movement. It was about turning pain into purpose, giving back to the community, and showing that even in the face of tragedy, beauty and joy could emerge.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
For those who may not be familiar with my story, my name is Alex Murray, and I’m the Founder and CEO of W.O.W Ice, a Black-owned frozen treat company based in South Florida. I’m also a proud Philadelphia native, a vegan entrepreneur, and a passionate advocate for turning pain into purpose. My journey into this industry started from a deeply personal place and grew into something far bigger than I could have ever imagined.
How I Got Into the Industry
The idea for W.O.W Ice began after the tragic loss of my younger sister, Akyra Murray, in the 2016 Pulse Nightclub shooting. Akyra was only 18, full of life, and her favorite word was “Wow.” In the years that followed, I searched for a way to honor her memory while channeling my own grief into something positive. I had always loved frozen treats growing up in Philly, but I realized there wasn’t much out there that felt innovative, healthy, and personal. I wanted to create products that weren’t just about indulgence but about connection, celebration, and creativity.
What We Offer
W.O.W Ice provides vegan gelatos, sorbets, and ice creams that are crafted with bold flavors and top-tier ingredients. Our flavors are tailored to specific regions and occasions, like the tropical vibes of Miami or the comforting flavors of fall in Philadelphia.
What sets us apart is our commitment to creativity, quality, and storytelling. Each flavor tells a story, like our “Strawberry Bliss,” which celebrates life’s milestones, or “Arié’s Pumpkin Dream,” inspired by my daughter’s love for fall. We aim to not just sell frozen treats but create moments of joy and connection.
What Problems We Solve
We solve a few key problems for our customers:
1. Flavor Diversity: Many frozen treats feel repetitive. We’re bringing bold, unique, and culturally inspired flavors that stand out.
2. Dietary Inclusivity: All our products are vegan, and we ensure they cater to people with dietary restrictions without sacrificing taste.
3. Celebration Options: Through our Arié’s Pumpkin Dream and other offerings, we provide elevated options for parties, celebrations, and personal indulgence.
What I’m Most Proud Of
What I’m most proud of is the impact W.O.W Ice has made—not just as a product, but as a brand with purpose. I’m honored to keep Akyra’s memory alive through this work, and it fills me with pride to see the joy our products bring to people. Whether it’s a family enjoying a cup together or someone discovering their new favorite flavor, those moments remind me why I started this journey.
What I Want You to Know
I want people to know that W.O.W Ice is more than just frozen desserts—it’s a movement. It’s about resilience, innovation, and celebration. Every scoop is designed to make you smile and to remind you to cherish the sweet moments in life. Whether you’re discovering our unique flavors or supporting a Black-owned business rooted in love and creativity, you’re part of our story.
To my potential clients, followers, and fans: this journey wouldn’t be possible without you. I’m committed to bringing you the most delicious, high-quality frozen treats while honoring my sister’s legacy and building a brand that inspires.
Can you tell us about a time you’ve had to pivot?
When I launched W.O.W Ice, I was filled with passion and a clear vision, but I quickly faced challenges I couldn’t have anticipated—starting a new business during the pandemic shutdown. Suddenly, the traditional ways of engaging customers and building momentum were off the table. I was operating out of a small commercial kitchen warehouse, and I had to figure out how to not only survive but grow during a time of restrictions and uncertainty.
I pivoted by rethinking my approach entirely. First, I adapted by offering direct delivery services, allowing customers to enjoy our frozen treats from the comfort and safety of their homes. I also explored new partnerships with hotels, stadiums, and event services, which helped expand our reach to larger audiences.
The biggest pivot came when I realized that to scale my business effectively, I needed to move from my own small kitchen space to collaborating with a larger facility. Partnering with a co-packer allowed me to produce W.O.W Ice at a higher volume, maintain quality, and meet the demand of these larger partnerships. It was a humbling moment, but also an empowering one—I learned that flexibility and collaboration were key to success.
This pivot not only helped me overcome the challenges of the pandemic but also positioned W.O.W Ice to thrive in ways I hadn’t even imagined. It taught me that sometimes, the best growth comes from rethinking your approach and trusting in the power of partnerships.
We’d love to hear the story of how you built up your social media audience?
Building an engaged audience on social media didn’t happen overnight—it required intentional effort and a genuine commitment to connecting with people. Early on, I realized that people won’t just engage with you; you have to take the first step. I spent hours every day during my downtime engaging with the accounts I followed—commenting, liking, and building authentic connections. That personal touch turned many of them into followers and, eventually, into loyal customers.
One thing that really set us apart was treating every follower like family. I made it a point to interact with every customer who engaged with us, whether it was through a like, comment, or DM. This approach created a strong sense of community and led to over 14,000 followers with incredible engagement on each post.
Another strategy I used was directly messaging people whenever I posted new content. I’d ask them to engage with or support our W.O.W Ice posts. Surprisingly, about 75% of the people I DM’d would respond, engage, and even become consistent supporters. Over time, these same people didn’t need reminders—they started following along and supporting our journey organically.
My biggest advice for anyone just starting is to be authentic, consistent, and proactive. Social media is a two-way street—show love to others, and they’ll show love back. Respond to comments, share customer stories, and build relationships that feel real. It’s not just about selling a product; it’s about creating a community around your brand. And most importantly, always return the support—celebrate the people who support you.
Contact Info:
- Website: https://www.wowiceco.com
- Instagram: https://www.instagram.com/wowiceco/profilecard/?igsh=bWdxZHZxYW0wbjY3
- Facebook: https://www.facebook.com/share/15CPRZxPCf/?mibextid=LQQJ4d
- Linkedin: https://www.linkedin.com/in/alex-murray-15bba1b0?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Youtube: https://youtube.com/@thewowfamilyy?si=xuIqWVLRvSjA1JzN
- Other: www.sincerelypatience.com My Emmy nominated show
Image Credits
Along side my wife (Patience MurRay) in picture 3 and 4