Lance Collins is a name that has left an indelible mark on the ever-evolving beverage industry. His journey started in 2007 when he founded Fuze Beverage in his basement, which was later acquired by Coca-Cola for a staggering $250 million. This was just the beginning as Collins went on to sell NOS Energy Drink and CORE Core to Coca-Cola and Keurig Dr Pepper, respectively, for massive amounts. However, his most significant achievement came when he sold sports drink BodyArmor to the beverage giant for a jaw-dropping $5.6 billion. With a total of four major business exits, Collins has proven himself to be a visionary in reshaping the beverage landscape, focusing on health, wellness, and sustainability.
Collins continues to drive innovation with his latest ventures, including ZenWTR, Recover 180, Casa Azul, and Accelerator. ZenWTR stands out as the first alkaline water in the market that utilizes 100% recycled ocean-bound plastic, showcasing Collins’ commitment to sustainability. Recover 180, dubbed as BodyArmor 2.0, is a new age performance beverage that caters to health-conscious consumers looking for better-for-you hydration products. Collins’ ability to identify gaps in the market and create products that resonate with consumers looking for healthier alternatives is a testament to his unwavering passion for the industry.
Collins understands that launching a successful beverage brand requires meticulous planning and execution. He emphasizes the importance of perfecting the product formula, securing legal and intellectual property rights, raising funds, and preparing for the product launch. For Recover 180, Collins spent six months perfecting the formula with organic coconut water, electrolytes, and elderberry, showcasing his dedication to creating high-quality products that meet consumer needs.
Collins’ marketing strategies focus on cultivating high-profile fans and executing bold and creative campaigns. By collaborating with top athletes and influencers, he has enhanced brand credibility and reach for products like Recover 180 and ZenWTR. Memorable campaigns, such as sending a Fuze vending machine to space and partnering with Travis Kelce for the “Find Yours” campaign, have significantly boosted brand recognition. Collins’ emphasis on building relationships with celebrities, athletes, and influencers highlights his understanding of the power of endorsements in the consumer packaged goods (CPG) industry.
While Collins has achieved extraordinary success in the beverage industry, he acknowledges the challenges that come with building a brand. He emphasizes the importance of being prepared for failure and the need to quickly adapt and evolve in a fast-paced market. Collins recognizes that success is not guaranteed and that businesses must be willing to make mistakes and learn from them. His mantra of “it’s not the big that eat the small – it’s the fast that eat the slow” underscores the importance of agility and innovation in staying ahead in the competitive beverage market.
Looking ahead, Collins sees immense opportunities for ZenWTR and Recover 180 as consumer demand for organic, sustainable, and health-focused beverages continues to grow. He credits his incredible teams for bringing his concepts to life and remains committed to driving innovation and reshaping the beverage industry. Collins’ relentless pursuit of healthier alternatives and sustainable practices paves the way for a brighter future in the ever-evolving beverage landscape.