We recently connected with Maxx Holdrieth and have shared our conversation below.
Alright, Maxx thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
Yes, Troov is the only energy drink to our knowledge that features clinical dosages of functional ingredients. We ensure that each batch of Troov has the clinical dosage of nitrates, caffeine, and l-citrulline proven to increase exercise performance.
Much of the energy drink market is different variations of flavored caffeine, mixed with some ingredient buzzwords. While the drinks may contain ingredients that are good for you, the dosages are far lower than what actually delivers benefits.
Coming from an exercise science background, it was extremely important to us that we featured a clean label — 100% natural ingredients — and delivered them in the recommended dose to actually aid in performance.
Our goal with Troov is to deliver clean energy today, that doesn’t steal from tomorrow.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My background is in Personal Training and Health Coaching. After a series of autoimmune issues, I discovered functional medicine and the power that changing one’s diet and lifestyle can have in helping one heal oneself. This shifted my focus from performance only to health, wellness, and sustainability.
Despite healing my autoimmune issues I have continued to eat a diet rich in whole foods, staying away from processed foods as best I can and opting for gluten and dairy-free options 99% of the time.
This space in the natural food channel has exploded over the last 5 years but the one item I could never find was an energy drink / RTD pre-workout I felt comfortable consuming on a regular basis or recommending to my clients.
Through a series of chance encounters, I found a beverage formulator and ingredient suppliers to whom I pitched my idea. Once I started getting samples of my own formulation I was hooked on the process and have continued iterating ever since. The product has evolved some and I am sure it will continue to. But we will always keep ingredients, dosages, and exercise performance as the ethos of our brand.
Have any books or other resources had a big impact on you?
Our brand’s tagline is “Fuel Your Flow” which is meant to inspire others to find their flow state.
I am a huge fan of Mihaly Csikszentmihalyi and Steven Kottler who are some of the key researchers of the psychological state.
Their books “Flow”, “The Art of the Impossible”, & “Stealing Fire” have had a great impact on how I view time management, habits, life, and entrepreneurship.
Alex Hormozi has a great podcast called “The Game” and Guy Raz’s “How I Built This” are staples in my everyday listening.
We’d love to hear about how you met your business partner.
The original investor in Troov and my first executive board member was a personal training client of mine for 7 years.
Contact Info:
- Website: www.drinktroov.com
- Instagram: https://www.instagram.com/drinktroov/
- Linkedin: https://www.linkedin.com/in/entreprenuer-onlinefitness-optimalhealth/
Image Credits
none needed.