Joggy
Joggy Energy, LLC is a Boulder, Colorado-based organic energy drink company founded by Ty Haney, selling USDA Organic, no-added-sugar energy drinks formulated with AmaTea Max caffeine and L-Theanine DTC online and through 140-plus natural-grocery retailers in the Western US.
- Company typePrivate
- Founded2014
- HeadquartersDover, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Joggy does
Joggy Energy, LLC is a privately held organic energy drink company founded by Ty Haney (previously the founder of Outdoor Voices) in 2022 and headquartered in Boulder, Colorado, operating under Arizona governing law. The company sells a single product line, "Joggy Energy," consisting of three USDA Organic certified flavors — Cherry Lime, Solar Mango, and Pineapple Crush — plus a $8.99 Variety Pack sampler. The beverages are formulated with premium caffeine sourced from AmaTea Max (Organic Guayusa Extract, a trademarked ingredient of Applied Food Sciences, Inc.) combined with L-Theanine for "smooth, crash-free energy," contain no added sugar, and are positioned as clean-label alternatives to conventional energy drinks like Red Bull.
The business operates a hybrid DTC and wholesale model. Direct e-commerce through getjoggy.com is supported by Autoship subscription tiers (12-pack at $35.99/month, 10% off), a 30-day money-back guarantee, Sezzle pay-in-4 installment plans, and free-shipping promotions. Wholesale and retail distribution spans 140+ natural-grocery and premium health food locations across the Western US, including Erewhon (12+ California stores), Mother's Market, Clark's Nutrition, and numerous independents, with wholesale ordering available via the airgoods.com platform. Marketing is concentrated in organic social (Instagram, TikTok, X), an email/SMS VIP program, and brand-story content on the DTC site.
The company is small (1–10 employees), has raised $3 million in disclosed funding from Boulder-based Sinco Inc. in 2025, and operates with no disclosed institutional PE/VC backers beyond that relationship. A 2025 securities-fraud and breach-of-contract lawsuit filed by Sinco against founder Ty Haney creates a material legal and governance overhang. End customers are health-conscious individual consumers seeking organic, low-sugar functional beverages rather than enterprise B2B accounts.
Joggy firmographics
Firmographics- Name
- Joggy
- Legal name
- Joggy Energy, LLC
- Website
- https://getjoggy.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Joggy Energy, LLC is a Boulder, Colorado-based organic energy drink company founded by Ty Haney, selling USDA Organic, no-added-sugar energy drinks formulated with AmaTea Max caffeine and L-Theanine DTC online and through 140-plus natural-grocery retailers in the Western US.
- Ownership category
- akta.pro rank
Joggy industry classification
Industry- Product category
- Organic Functional Energy Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Energy Drink Production (AFAFAFAA)
- akta.pro secondary industries
- Energy Drinks & Energy Shots (CRADAHAJ), Energy Drink & Energy Shot Production (AFAFABAG), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
Keywords
Where Joggy is headquartered
LocationHeadquarters
- HQ city
- Dover
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Joggy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: One-time purchases and subscription orders fulfilled directly through getjoggy.com. Subscribers receive 10% discount with Autoship options at 7, 14, or 30 day intervals.
- Wholesale/Retail Distribution: Products sold through retail partners including Erewhon, Mother's Market, Clark's Nutrition, and independent natural grocery stores nationwide.
- Sample Pack Sales: Variety pack (3-pack) at $8.99 provides low-friction entry point for new customer acquisition, enabling trial of all three flavors (Cherry Lime, Solar Mango, Pineapple Crush).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 12-Pack (One-Time Purchase) |
| Unit Pricing | Pay-as-you-go | 24-Pack (One-Time Purchase) |
| Subscription | Monthly | Autoship & Save (12-Pack) |
| Unit Pricing | Pay-as-you-go | Variety Pack (3-Pack) |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Joggy product offering
Product offeringCore offering
Joggy sells a single line of USDA Organic energy drinks under the Joggy Energy brand, offered in three flavors (Cherry Lime, Solar Mango, Pineapple Crush) plus a Variety Pack sampler. Each can delivers 150mg of naturally occurring caffeine from AmaTea Max (Organic Guayusa Extract) combined with L-Theanine, with no added sugar and no artificial ingredients, marketed as clean, focused energy without jitters or crash for athletes, professionals, and creative workers.
Product overview
Joggy offers a single product line—Joggy Energy—comprising three organic energy drink flavors (Cherry Lime, Solar Mango, and Pineapple Crush) plus a Variety Pack sampler. The drinks are positioned as clean-energy alternatives to traditional energy drinks, featuring USDA Organic certification, no added sugar, premium caffeine from AmaTea Max, and L-Theanine. The company sells directly to consumers via its e-commerce platform and through retail partners including Erewhon, Mother's Market, and other natural food retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Joggy Energy (Cherry Lime, Solar Mango, Pineapple Crush) USDA Organic certified energy drink sold in 12-pack and 24-pack cans, available in three flavors (Cherry Lime, Solar Mango, Pineapple Crush), delivering 150mg naturally occurring caffeine from AmaTea Max combined with L-Theanine for focused energy without jitters or crash; targeted at health-conscious adult consumers seeking a clean-label alternative to mainstream energy drinks.
- Variety Pack (Sample Pack) 3-pack sampler containing one can each of Cherry Lime, Solar Mango, and Pineapple Crush, priced at $8.99 as a trial-size offering to let new consumers taste all three flavors before committing to a full 12- or 24-pack.
Companies that use Joggy
Customer profileSegments1 record
Ideal customer profiles1 record
Joggy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Joggy partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Joggy competitors and assessment
Company assessmentEmerging players
- G Fuel: DTC-led energy brand built around community/lifestyle marketing — comparable GTM motion (DTC + creator/influencer) to Joggy, though more gaming-skewed.
- Health-Ade Kombucha: Premium functional beverage brand sold across the same natural-grocery channel (including Erewhon) — comparable clean-label, premium-retail go-to-market motion.
- Liquid Death: DTC-born beverage brand that built a distinctive identity and scaled into mass retail — a useful comparable for the brand-led, marketing-driven CPG scaling playbook Joggy is attempting.
- OLIPOP: Premium, better-for-you beverage brand with a strong natural-foods retail presence — comparable premium channel strategy, brand storytelling, and DTC-plus-retail distribution.
- Bloom Nutrition: Female-founded wellness/supplements brand with strong DTC and retail growth — comparable founder-led, female-skewed premium wellness positioning, though focused on greens/protein rather than energy.
Direct peers
- Alani Nu: Premium energy drink brand founded by women and widely distributed across retail and DTC — the closest direct peer in positioning, channel mix, and target consumer.
- Uptime Energy: Premium canned energy drink with clean-label positioning and similar SKU pricing — directly comparable on product format, target consumer, and retail strategy.
Broad incumbents
- Celsius Holdings: Large-scale fitness/clean-energy brand with similar no-jitters/no-crash messaging and broad retail distribution — sets the benchmark for premium functional energy at scale.
- Monster Energy: Mass-market incumbent with deep retail penetration; its trade-spend power and promotional activity directly shape shelf competition for smaller entrants like Joggy.
- Red Bull: Category-defining incumbent that anchors the energy drink shelf everywhere Joggy is listed; sets the marketing, distribution, and pricing benchmark Joggy must outperform against.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Joggy social profiles
Digital presenceJoggy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joggy leadership team
Management profileNumber of profiles
Profiles2 records
Joggy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joggy 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 Joggy
What does Joggy do?
Joggy sells a single line of USDA Organic energy drinks under the Joggy Energy brand, offered in three flavors (Cherry Lime, Solar Mango, Pineapple Crush) plus a Variety Pack sampler. Each can delivers 150mg of naturally occurring caffeine from AmaTea Max (Organic Guayusa Extract) combined with L-Theanine, with no added sugar and no artificial ingredients, marketed as clean, focused energy without jitters or crash for athletes, professionals, and creative workers.
Is Joggy a public or private company?
Joggy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Joggy founded?
Joggy was founded in 2014. It employs 1 to 10 people.
Where is Joggy based?
Joggy is headquartered in Dover, United States, in the North America region.
How does Joggy make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution and sample Pack Sales.
Who are Joggy's main competitors?
Emerging players on record are G Fuel, Health-Ade Kombucha, Liquid Death, OLIPOP and Bloom Nutrition. Direct peers are Alani Nu and Uptime Energy. Broad incumbents are Celsius Holdings, Monster Energy and Red Bull.
Does Joggy have an API?
No public API is recorded for Joggy.
What industry is Joggy in?
Joggy's product category is Organic Functional Energy Beverages. Its primary akta.pro industry code is AFAFAFAA, Energy Drink Production, with a secondary code of CRADAHAJ, Energy Drinks & Energy Shots. Its NAICS code is 312111 and its SIC code is 2080.