Honey Stinger
Honey Stinger is a Steamboat Springs-based sports nutrition company that makes certified organic, honey-based energy waffles, chews, gels, and protein bars for endurance athletes, team sport athletes, and active consumers, selling direct-to-consumer online and through US and Canadian retail.
- Company typePrivate
- Founded2003
- HeadquartersSteamboat Springs, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Honey Stinger does
Honey Stinger is a privately held American sports nutrition company founded in 2003 and headquartered in Steamboat Springs, Colorado. The company produces a focused portfolio of organic, honey-based energy products built around four core formats: energy waffles (the original honey-sandwich waffle and the company's flagship invention), energy chews, energy gels (including caffeinated and electrolyte variants), and whey-protein recovery bars. All products are certified organic, and most are gluten-free and dairy-free, with formulations using organic honey, organic tapioca syrup, organic cane sugar, and natural flavors rather than artificial sweeteners. The portfolio is organized around a "Prepare, Perform, Recover" framework that maps products to pre-activity, mid-activity, and post-activity fueling stages.
The business operates a hybrid go-to-market combining direct-to-consumer e-commerce on honeystinger.com with distribution through thousands of US and Canadian retail doors. DTC pricing ranges from roughly $7.99 for mini waffles to $44.99 for a 15-pack of protein bars, with a Subscribe & Save program offering 15% off on 30, 45, or 60-day recurring delivery. Wholesale partners and a store locator extend the physical footprint. Customer acquisition leans heavily on athlete community-building through The Hive (350,000+ enrolled athletes), sponsorship of 2,000+ professional and college teams, and a paid programmatic layer targeting live college sports streaming.
Revenue is generated almost entirely from physical product sales; the company has raised only one disclosed funding round of $2M in October 2020 and operates with a lean team of 11-50 employees. End customers are split across four personas: endurance athletes, team sport athletes, active fitness enthusiasts, and youth athletes, with professional and collegiate team endorsements functioning as the primary brand authority mechanism rather than as direct enterprise revenue.
Honey Stinger firmographics
Firmographics- Name
- Honey Stinger
- Legal name
- Honey Stinger
- Website
- https://honeystinger.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Honey Stinger is a Steamboat Springs-based sports nutrition company that makes certified organic, honey-based energy waffles, chews, gels, and protein bars for endurance athletes, team sport athletes, and active consumers, selling direct-to-consumer online and through US and Canadian retail.
- Ownership category
- akta.pro rank
Honey Stinger industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Nonchocolate Confectionery Manufacturing (31134), Cookie and Cracker Manufacturing (311821), Snack Food Manufacturing (31191), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sugar & Confectionery Products (2060), Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where Honey Stinger is headquartered
LocationHeadquarters
- HQ city
- Steamboat Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Honey Stinger business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct E-commerce Sales: Honey Stinger generates revenue through direct online sales via honeystinger.com. Products are sold at published retail prices with free shipping on orders over $50. Subscription options provide 15% savings with free domestic shipping using code 'SUBSHIP'. Products are shipped to US and US territories only.
- Subscription/Recurring Revenue: Honey Stinger offers Subscribe & Save program allowing customers to set up recurring orders with 15% discount. Subscribers can choose delivery cadence (30, 45, or 60 days) and easily modify, swap, or cancel subscriptions. Sampler packs are not eligible for subscription orders.
- Retail Distribution: Revenue generated through distribution to thousands of retail stores nationwide. Company maintains a store locator for consumers to find local dealers. Products can also be found in US and Canada through wholesale partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Energy Waffles - Box of 16 |
| Unit Pricing | Pay-as-you-go | Energy Chews - Box of 12 |
| Unit Pricing | Pay-as-you-go | Energy Gels - Various Pack Sizes |
| Unit Pricing | Pay-as-you-go | Protein Bars - Box of 15 |
| Unit Pricing | Pay-as-you-go | Sampler Packs |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Honey Stinger product offering
Product offeringCore offering
Honey Stinger manufactures and sells honey-based sports nutrition products — including Energy Waffles, Energy Chews, Energy Gels, and Protein Bars — targeted at endurance athletes, team sport athletes, fitness enthusiasts, and youth athletes. The portfolio is structured around a Prepare / Perform / Recover use-case framework and is offered through a direct-to-consumer e-commerce site, retail partners, and a wholesale/team sponsorship program.
Product overview
Honey Stinger is a sports nutrition company offering a portfolio of organic, honey-based energy products for athletes. The product lineup centers on three core formats—Energy Waffles (original sandwich-style honey waffles in Classic, Gluten-Free, and Nut Butter variants), Energy Chews (bite-sized fruit-flavored gummies in Classic and Caffeinated versions with 50-100mg caffeine options), and Energy Gels (liquid fuel packets in Classic, Caffeinated, and Electrolyte formulations). Protein Bars featuring whey protein and 30% honey provide post-workout recovery. The portfolio follows a 'Prepare, Perform, Recover' philosophy, with Waffles serving pre-activity fuel needs, Chews and Gels supporting mid-activity energy, and Protein Bars facilitating post-exercise recovery. Sampling and Variety Pack bundles enable customer exploration across the flavor portfolio.
Differentiator
Problem solved
Functional benefit
Products and services
- Energy Waffles
Quantifiable outcome
- Products are trusted by 100% of Men's Pro Football, Hockey, and Baseball teams, and 87% of Men's Pro Soccer teams
- +3 more outcomes
Companies that use Honey Stinger
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Honey Stinger technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Honey Stinger partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Grain GroupminorGrain Group, an advertising agency, partnered with Untapped Growth to execute a programmatic advertising campaign for Honey Stinger using Magnite's platform. The campaign targeted live sports streaming audiences during Big 10 and SEC college sports matchups.
- Untapped GrowthminorDigital marketing agency that worked with Grain Group to execute Honey Stinger's programmatic advertising campaign targeting sports audiences through live streaming platforms.
- InstacartminorHoney Stinger was featured on Instacart's 2024 Fastest Growing Emerging Brand List, highlighting notable growth achieved on the platform. Instacart offers advertising solutions including new-to-brand campaigns, free gift sampling offers, and recipe-based merchandising for CPG brands.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Honey Stinger competitors and assessment
Company assessmentDirect peers
- GU Energy Labs: GU Energy Labs is the dominant sports nutrition gel and chew brand, directly competing with Honey Stinger in energy gels, chews, and recovery products for endurance athletes. Both companies target runners, cyclists, and triathletes with similar format and positioning.
- Clif Bar & Company: Clif Bar produces energy bars, gels, and sports nutrition products with similar distribution through sporting goods, running, and cycling retail. Both brands target endurance and active lifestyle consumers, with overlapping product formats in bars and chews.
- Tailwind Nutrition: Tailwind Nutrition focuses on endurance fuel mixes and energy drinks for ultra-endurance athletes, competing head-to-head with Honey Stinger gels and chews among the same running, cycling, and triathlon customer base.
- Skratch Labs: Skratch Labs makes sport hydration drinks, energy bars, and recovery products using real food ingredients, overlapping directly with Honey Stinger's clean-label energy and hydration positioning for endurance athletes.
- PROBAR: PROBAR produces organic, plant-based protein and energy bars competing in the same natural foods and sporting goods channels as Honey Stinger. Both brands emphasize whole-food ingredients and target active lifestyle consumers.
- Nuun: Nuun (now part of Nestlé Health Science) makes electrolyte tablets and hydration products that compete with Honey Stinger's electrolyte energy gels in the hydration-focused sports nutrition segment.
Broad incumbents
- PowerBar: PowerBar is an established sports nutrition brand owned by Post Holdings, with energy bars and gels targeting the same athlete and active consumer base as Honey Stinger but with broader legacy distribution and mass-market positioning.
- KIND Snacks: KIND Snacks (Mars-owned) produces protein bars and snack bars that overlap with Honey Stinger's protein bar and energy bar offerings in grocery and convenience retail, though KIND focuses more broadly on snacking occasions.
Emerging players
- UnTapped Maple: UnTapped makes maple-based energy gels and waffles aimed at endurance athletes, directly paralleling Honey Stinger's natural-sweetener-based gel and waffle product concept in a smaller, emerging brand form.
- Spring Energy: Spring Energy produces natural, rice-based energy gels for endurance athletes using real food ingredients, competing with Honey Stinger's clean-label gel positioning in the same running and cycling channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Honey Stinger social profiles
Digital presenceHoney Stinger financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honey Stinger leadership team
Management profileNumber of profiles
Profiles3 records
Honey Stinger funding detail
Funding detailFunding overview
Funding rounds3 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honey Stinger M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Honey Stinger
What does Honey Stinger do?
Honey Stinger manufactures and sells honey-based sports nutrition products — including Energy Waffles, Energy Chews, Energy Gels, and Protein Bars — targeted at endurance athletes, team sport athletes, fitness enthusiasts, and youth athletes. The portfolio is structured around a Prepare / Perform / Recover use-case framework and is offered through a direct-to-consumer e-commerce site, retail partners, and a wholesale/team sponsorship program.
Is Honey Stinger a public or private company?
Honey Stinger is a private company. It is classified as venture growth investor backed and is currently operating.
When was Honey Stinger founded?
Honey Stinger was founded in 2003. It employs 11 to 50 people.
Where is Honey Stinger based?
Honey Stinger is headquartered in Steamboat Springs, United States, in the North America region.
How does Honey Stinger make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription/Recurring Revenue and retail Distribution.
Who are Honey Stinger's main competitors?
Direct peers on record are GU Energy Labs, Clif Bar & Company, Tailwind Nutrition, Skratch Labs, PROBAR and Nuun. Broad incumbents are PowerBar and KIND Snacks. Emerging players are UnTapped Maple and Spring Energy.
Does Honey Stinger have an API?
No public API is recorded for Honey Stinger.
What industry is Honey Stinger in?
Honey Stinger's product category is Sports Nutrition. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars). Its NAICS code is 31134 and its SIC code is 2060.