Prime Hydration
- Company typePrivate
- Founded2022
- HeadquartersLouisville, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Prime Hydration does
Prime Hydration, LLC is a Louisville, Kentucky-based functional beverage company founded in 2022 by YouTube creators Logan Paul and KSI. The company produces a portfolio of branded drinks including a flagship electrolyte Hydration line (with coconut water, BCAAs, B vitamins, antioxidants, zero added sugar), a Zero Hydration sugar-free variant, an Energy drink (200mg caffeine, vegan, ages 18+), a Shake protein line (32G protein, lactose-free), a Shake + Creatine variant, and Rapid Rehydration/Hydration+ powder sticks. Formulation is built around conventional functional beverage ingredients rather than proprietary technology, with no AI/ML components in the product stack.
The business operates a hybrid distribution model combining direct-to-consumer e-commerce (drinkprime.com US, drinkprime.uk UK), Amazon marketplace, and broad retail distribution including Costco-exclusive 18-pack varieties, Casey's-exclusive Strawberry Swirl, and verified product availability across 55+ countries. Go-to-market is anchored on creator-led influencer marketing, limited-edition flavor drops, a collegiate ambassador program, and exclusive sponsorships such as the Babe Ruth League partnership supporting 505,000+ youth athletes. The company targets youth athletes, active lifestyle consumers, and creator/influencer enthusiast segments.
Financially, Prime remains private with no disclosed institutional funding. Its UK subsidiary (the only disclosed financials) reported turnover of £32.8m in its most recent fiscal year, down 70.7% from £112.2m the prior year, with net profit down 91.6% to £312,393 — a sharp post-viral correction that triggered a board-led strategic review in 2025 to restore sustainability. The company continues to pursue product line extension, channel exclusivity, and partnership-based community building as defensive and offensive levers.
Prime Hydration firmographics
Firmographics- Name
- Prime Hydration
- Legal name
- PRIME Hydration, LLC
- Website
- https://drinkprime.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Prime Hydration industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Functional Hydration & Electrolyte Water Production (AFAFAFAH)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates) (AFAFAGAI)
Keywords
Where Prime Hydration is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Markets served
Prime Hydration business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Beverage Product Sales: Direct-to-consumer and retail sales of hydration drinks, zero hydration, energy drinks, protein shakes, and rapid rehydration sticks. Products sold in single units, multi-packs (12-pack, 15-pack, 18-pack) through company e-commerce and Amazon, with retail distribution through major retailers including Costco and Casey's.
- UK Operations Revenue: UK subsidiary generated £32.8m turnover (down 70.7% YoY) with net profit of £312,393 (down 91.6%) in recent filings. Company conducted strategic review following decline from peak viral hype period in 2023.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Prime Hydration product offering
Product offeringCore offering
Prime Hydration develops, manufactures, and sells a portfolio of functional beverages under the PRIME brand, including electrolyte-enhanced hydration drinks, zero-sugar hydration variants, caffeinated energy drinks, protein shakes, and portable hydration powder sticks. The products are sold directly to consumers through the company's e-commerce storefronts (drinkprime.com and drinkprime.uk), on Amazon, and through major retail and convenience store partners across more than 55 countries.
Product overview
PRIME is a multi-product beverage brand founded by Logan Paul and KSI, offering a portfolio of functional drinks built around hydration, energy, and protein. The core offering is the Hydration line of electrolyte-enhanced drinks, complemented by a ZERO Hydration zero-sugar variant, an Energy drink line with caffeine, a Shake protein beverage line, and two portable formats: Rapid Rehydration Sticks and Hydration+ Sticks for on-the-go use. An additional Shake + Creatine line combines protein with creatine supplementation. The brand launched its first product (PRIME Hydration) in 2022 and has expanded across multiple product categories and flavor varieties.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydration Electrolyte-enhanced hydration drink line available in multiple flavors including Strawberry Banana, Cherry Freeze, Meta Moon, Strawberry Watermelon, Lemonade, Ice Pop, Blue Raspberry, Tropical Punch, and Lemon Lime. Contains antioxidants, electrolytes, 10% coconut water, BCAAs, B vitamins; caffeine-free with zero added sugar. For general consumers seeking functional hydration.
- ZERO Hydration
Quantifiable outcome
- 505,000+ youth athletes supported through Babe Ruth League partnership
Companies that use Prime Hydration
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Prime Hydration technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Prime Hydration partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Babe Ruth LeaguecorePrime Hydration became the exclusive hydration partner for Babe Ruth League, supporting over 505,000 youth athletes across the United States. The partnership includes fundraising opportunities, branding visibility, and community engagement initiatives for local baseball and softball leagues nationwide.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Prime Hydration competitors and assessment
Company assessmentDirect peers
- Gatorade: PepsiCo-owned flagship sports hydration brand and category-defining incumbent. Directly competes with Prime's Hydration and ZERO Hydration lines on electrolyte positioning, retail distribution, and youth/athlete marketing channels.
- BodyArmor: Sports hydration brand owned by Coca-Cola, formulated with coconut water and electrolytes. Closely comparable to Prime's hydration positioning and shares similar influencer-athlete marketing playbook, competing in identical retail aisles.
- Liquid Death: Canned water and functional beverage brand built on a distinctive creator-led, edgy brand identity and heavy social media marketing. Comparable to Prime in relying on founder-driven brand equity and viral-led go-to-market rather than traditional CPG marketing.
- Celsius: Functional energy/fitness beverage brand with strong presence in fitness and active-lifestyle channels. Direct overlap with Prime's Energy line and similar target demographic of fitness-conscious younger consumers, distributed through similar retail and convenience channels.
- Alani Nu: Energy and hydration brand popular with female fitness consumers, founded by influencer entrepreneurs. Comparable to Prime in founder-led brand origin, social-media-driven demand, and product portfolio spanning energy plus functional formats.
- Ghost: Supplement and beverage brand built on lifestyle/influencer partnerships with a comparable community- and ambassador-led GTM motion. Overlaps with Prime's protein shake and functional beverage positioning.
- C4 Energy (Cellucor): Energy and pre-workout beverage line from established supplement maker Cellucor. Directly comparable to Prime's Energy line in caffeine content, target consumer (active lifestyle/fitness), and retail channel mix.
- Electrolit: Electrolyte hydration drink positioned for recovery and rehydration. Closely comparable to Prime Hydration's electrolyte-forward formulation and similar over-the-counter pharmacy and convenience-store distribution.
- Bloom Nutrition: Influencer-founded hydration and greens supplement brand built off a creator following and viral social marketing — directly comparable to Prime's Logan Paul/KSI origin story and target demographic of younger female consumers.
Emerging players
- OLIPOP: Functional beverage brand expanding into hydration-adjacent functional drinks with strong DTC and natural-channel distribution. Comparable in next-generation functional positioning but with a different primary category (soda).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Prime Hydration social profiles
Digital presencePrime Hydration financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prime Hydration leadership team
Management profileNumber of profiles
Profiles2 records
Prime Hydration funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prime Hydration 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 Prime Hydration
What does Prime Hydration do?
Prime Hydration develops, manufactures, and sells a portfolio of functional beverages under the PRIME brand, including electrolyte-enhanced hydration drinks, zero-sugar hydration variants, caffeinated energy drinks, protein shakes, and portable hydration powder sticks. The products are sold directly to consumers through the company's e-commerce storefronts (drinkprime.com and drinkprime.uk), on Amazon, and through major retail and convenience store partners across more than 55 countries.
Is Prime Hydration a public or private company?
Prime Hydration is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Prime Hydration founded?
Prime Hydration was founded in 2022. It employs 251 to 500 people.
Where is Prime Hydration based?
Prime Hydration is headquartered in Louisville, United States, in the North America region.
How does Prime Hydration make money?
Two revenue lines are on record. Beverage Product Sales are the primary driver. The others are UK Operations Revenue.
Who are Prime Hydration's main competitors?
Direct peers on record are Gatorade, BodyArmor, Liquid Death, Celsius, Alani Nu, Ghost, C4 Energy (Cellucor), Electrolit and Bloom Nutrition. OLIPOP is listed as an emerging player.
Does Prime Hydration have an API?
No public API is recorded for Prime Hydration.
What industry is Prime Hydration in?
Prime Hydration's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAH, Functional Hydration & Electrolyte Water Production, with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 31211 and its SIC code is 2080.