GoodSport

What GoodSport does

GoodSport Nutrition, LLC is a Chicago-based, privately held CPG company that develops, markets, and distributes a dairy-based electrolyte sports drink under the GoodSport® brand. The product is built on a patent-pending formula in which ultrafiltered milk permeate — a nutrient-rich byproduct of dairy protein production normally discarded — is used as the primary ingredient to deliver a naturally sourced profile of electrolytes (sodium, potassium, calcium, chloride, magnesium, phosphorus totaling 1,600mg+ per bottle), B vitamins, and a glucose-galactose carbohydrate blend, with 0g added sugar and no artificial flavors, sweeteners, or dyes. Four peer-reviewed studies conducted by independent university research teams at Penn State and Arizona State University's Hydration Science Lab validate superior hydration versus water and leading sports drinks, producing a Beverage Hydration Index of 1.54.

The company sells four core SKUs (Strawberry Lemonade, Fruit Punch, Lemon Lime, Wild Berry) packaged in 12-count multi-packs at $34.99 list / $21.00 promotional, plus a complementary line of branded accessories (sweat towels, squeeze bottles, insulated coolers, hats). Distribution runs through a hybrid direct-to-consumer e-commerce storefront on goodsport.com, regional grocery partners (Jewel-Osco, Mariano's, Central Market), online marketplaces (Amazon, Instacart), and a B2B wholesale channel targeting sports teams and facilities. The brand is supported by a Scientific Advisory Council chaired by Dr. Bob Murray (former co-founder/director of the Gatorade Sports Science Institute) and a roster of professional athlete ambassadors including Jonathan Owens, Terron Armstead, Jake Ferguson, and Thaddeus Young. GoodSport was founded by Michelle McBride in 2021 and operates as a 1-10 employee LLC headquartered at 1288 N. Hermitage Ave., Chicago.

Name

GoodSport

Legal name

GoodSport Nutrition, LLC

Website

https://goodsport.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

GoodSport is a Chicago-based CPG company that sells a dairy-based electrolyte sports drink made from ultrafiltered milk permeate. It targets competitive athletes, professional sports teams, and health-conscious consumers via DTC e-commerce, regional grocery, and online marketplaces.

Ownership category

akta.pro rank

Product category

Sports Nutrition Beverages

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro industry

PRIMARYCRADAHAK

Sports Drinks & Hydration Beverages

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Non-Alcoholic Beverages (Coffee, Tea, Soft Drinks, Water)

SECONDARYAFAFABAF

Sports Drink Production (Isotonic/Hypotonic)

Agriculture & Food Production/Beverage Production/Non-Alcoholic Beverage Production (Soft Drinks, Juice, RTD)

Keywords

• Natural sports drinks
• Electrolyte beverages
• Milk permeate hydration
• Dairy-based sports nutrition
• Functional fitness drinks

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: GoodSport sells its sports drinks and merchandise directly to consumers through its e-commerce website goodsport.com. Products include 12-count variety packs of sports drinks in four flavors (Strawberry Lemonade, Fruit Punch, Lemon Lime, Wild Berry) and sports gear (sweat towels, squeeze bottles, cooler bags, hats).
2. Wholesale/Retail Distribution: GoodSport distributes through wholesale channels to retailers including Jewel-Osco, Mariano's, Central Market, and through online marketplaces like Amazon and Instacart. The company targets retailers, teams, and sports facilities for bulk purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

GoodSport manufactures and sells natural dairy-based electrolyte sports drinks made from ultrafiltered milk permeate, providing 1600mg+ of naturally sourced electrolytes, 0g added sugar, and B vitamins per bottle. The brand also sells complementary sports gear accessories (sweat towels, squeeze bottles, insulated coolers, hats) to active consumers. Distribution is through DTC e-commerce, grocery retail, Amazon, Instacart, and B2B wholesale to sports teams and facilities.

Product overview

GoodSport is a dairy-based sports nutrition beverage company that offers a line of natural hydration drinks and branded sports accessories. The core product line consists of four electrolyte sports drink flavors (Strawberry Lemonade, Fruit Punch, Lemon Lime, and Wild Berry), all made from milk permeate using ultrafiltration to extract naturally occurring electrolytes, B vitamins, and carbohydrates. Each bottle contains over 1600mg of electrolytes with 0g added sugar. The product portfolio is complemented by branded sports gear accessories including sweat towels, squeeze bottles, insulated coolers, and hats.

Differentiator

Problem solved

Functional benefit

Products and services

• GoodSport Electrolyte Sports Drink (4-flavor line: Strawberry Lemonade, Fruit Punch, Lemon Lime, Wild Berry) A natural dairy-based electrolyte sports drink made from ultrafiltered milk permeate, delivering 1600mg+ of naturally sourced electrolytes, 0g added sugar, and B vitamins per bottle. Sold in 12-count multi-packs across four flavors (Strawberry Lemonade, Fruit Punch, Lemon Lime, Wild Berry). Designed for competitive athletes, active consumers, and sports teams seeking superior hydration without artificial ingredients.
• GoodSport Sweat Towel Premium workout towel made with a lightweight cotton and polyester blend, sized 16 x 24 inches, designed to absorb sweat during training. Machine washable and intended for athletes and active consumers purchasing GoodSport-branded gear.
• GoodSport Squeeze Bottle Refillable 32-ounce squeeze bottle designed for efficient hydration during workouts. Dishwasher safe (hand wash recommended). Targeted at athletes and active consumers using GoodSport beverages for training and competition.
• GoodSport Insulated Cooler Bag Soft-sided, insulated cooler bag with a water-resistant surface designed to keep GoodSport beverages cold during transport. Surface washable. Targeted at athletes, sports teams, and active consumers needing portable hydration.
• GoodSport Hat Classic baseball-style hat made of 65% polyester and 35% cotton with adjustable closure, high crown, six panels, and eyelets. Targeted at athletes and GoodSport brand consumers seeking branded athletic apparel.

Quantifiable outcome

• BHI (Beverage Hydration Index) score of 1.54 - 54% greater fluid retention than water
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Chicago SkyflagshipGTM or Marketing PartnerChicago Sky WNBA team partnership as official hydration partner. The partnership includes team ambassador Ann Crosby (Strength and Conditioning Coach) and positions GoodSport as the preferred hydration solution for the professional basketball organization.
• Jonathan OwensflagshipGTM or Marketing PartnerPro football player (Chicago Bears) partnered with GoodSport as the face of the natural hydration drink brand. Owens is husband of Simone Biles and has sickle cell traits requiring proper hydration management.
• Terron ArmsteadcoreGTM or Marketing PartnerPro football player and GoodSport partner and ambassador, featured in product imagery and promotional content.
• Jake FergusoncoreGTM or Marketing PartnerPro Football Player and GoodSport ambassador, featured drinking the product on sidelines and in promotional materials.
• Thaddeus YoungcoreGTM or Marketing PartnerPro basketball player and GoodSport partner and ambassador, representing the brand in basketball contexts.
• Duke ManyweatherminorGTM or Marketing PartnerPro offensive lineman trainer (OL Masterminds) partnered with GoodSport for athlete hydration endorsement.
• Hilton AlexanderminorGTM or Marketing PartnerPro wide receiver trainer (RouteKing) partnered with GoodSport as hydration partner.
• Dare2TriminorGTM or Marketing PartnerTriathlon organization partnered with GoodSport as hydration partner.
• Dallas Soccer AllianceminorGTM or Marketing PartnerSoccer organization in greater Dallas metro area partnered with GoodSport for athlete hydration.
• Logan EwingminorGTM or Marketing PartnerCrossFit Athlete partnered with GoodSport as hydration brand ambassador.
• Jewel-OscocoreChannel Partner/ Reseller/ DistributorRetail grocery chain carrying GoodSport products in stores, representing major retail distribution channel.
• Mariano'scoreChannel Partner/ Reseller/ DistributorRetail grocery chain (part of Kroger) carrying GoodSport products in stores.
• Central MarketcoreChannel Partner/ Reseller/ DistributorPremium grocery chain (part of H-E-B) carrying GoodSport products in stores.
• AmazoncoreChannel Partner/ Reseller/ DistributorOnline marketplace distribution through Amazon for broad e-commerce reach.
• InstacartcoreChannel Partner/ Reseller/ DistributorGrocery delivery platform partnership enabling same-day delivery of GoodSport products from partner retailers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gatorade (PepsiCo): The dominant sports drink brand owned by PepsiCo. Directly competes with GoodSport in the same product category (isotonic electrolyte sports drinks) for the same athlete and active-consumer target market, with vastly greater distribution and marketing scale.
• BodyArmor Sports Drink: Premium sports drink brand owned by Coca-Cola. Directly competes with GoodSport in natural/clean-label positioning for athletes and active consumers, with a much larger marketing budget and broader retail penetration.

Broad incumbents

• Powerade (Coca-Cola): Mass-market sports drink owned by Coca-Cola. Competes in the same isotonic sports drink category targeting athletes and active consumers, with broad retail distribution that overlaps GoodSport's grocery channel.
• Pedialyte (Abbott): Established electrolyte/rehydration brand owned by Abbott. Sells into the hydration category with comparable electrolyte positioning, increasingly marketed to adult athletes alongside its pediatric medical positioning.
• Propel Water (PepsiCo): Fitness-oriented flavored water with electrolytes, owned by PepsiCo. Competes for the same health-conscious active consumer seeking light hydration, often in adjacent cooler sets to sports drinks in retail.

Emerging players

• Liquid IV: Fast-growing hydration multiplier brand owned by Unilever. Competes with GoodSport in the functional hydration category emphasizing electrolyte delivery and clean-label ingredients, with powder-based format that may attract similar health-conscious consumers.
• LMNT: Premium electrolyte drink mix positioned around optimal sodium-potassium balance without sugar. Closely comparable to GoodSport's value proposition on electrolyte science, targeting athletes and low-carb/keto consumers.
• Nuun: Tablet-based hydration brand (now part of Nestlé Health Science). Competes in the functional hydration space with portable, low-sugar electrolyte products targeting endurance athletes and active consumers.
• Skratch Labs: Sports hydration brand founded by a sports dietitian, focused on real-food-based, clean-label electrolyte drinks and mixes for endurance athletes. Comparable to GoodSport on clean-ingredient positioning and athlete-targeted marketing.

Others

• Bai: Better-for-you flavored beverage brand (owned by Monster Beverage). Shares the clean-label, antioxidant-positioned beverage space with GoodSport and competes for similar natural-channel retail placement, though in flavored water/tea rather than sports drinks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoodSport