HOIST
HOIST is a Cincinnati-based hydration beverage company with military origins that sells isotonic, low-sugar drinks across ready-to-drink bottles, powder sticks, and liquid pouches, distributed via DTC e-commerce, Amazon, and major U.S. grocery retailers to athletes, first responders, and military consumers.
- Company typePrivate
- Founded-
- HeadquartersCincinnati, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What HOIST does
HOIST is a Cincinnati-based hydration beverage company with military origins that markets isotonic drinks positioned as IV-level rapid rehydration alternatives to mainstream sports drinks. The company targets military personnel, first responders, athletes, and health-conscious general consumers, leaning on its U.S. Military formulation heritage as a primary brand credential. It operates as a privately held business with 11-50 employees and no disclosed external funding, with founders Ben Schmidt (Co-Founder/VP Sales), Jim Price (co-founder), Kelly Heekin (President/co-founder), and Brett Heekin (CFO).
HOIST firmographics
Firmographics- Name
- HOIST
- Website
- https://drinkhoist.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HOIST is a Cincinnati-based hydration beverage company with military origins that sells isotonic, low-sugar drinks across ready-to-drink bottles, powder sticks, and liquid pouches, distributed via DTC e-commerce, Amazon, and major U.S. grocery retailers to athletes, first responders, and military consumers.
- Ownership category
- akta.pro rank
HOIST industry classification
Industry- Product category
- Sports & Functional Hydration Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Hydration & Electrolyte Water Production (AFAFAFAH)
Keywords
Where HOIST is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Markets served
HOIST business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through Shopify storefront at drinkhoist.com, offering ready-to-drink bottles, powder sticks, and liquid pouches. Subscription model with 15% recurring discount drives recurring revenue.
- Marketplace Sales: Sales through Amazon marketplace with volume-based discounts during Prime Day events
- Retail Distribution: Sales through major retail chains including Harris Teeter, Publix, Kroger, Meijer, QuikTrip, The Fresh Market, Food City, and via Instacart delivery
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hydration Bottles - 12-pack (16 oz) |
| Unit Pricing | Pay-as-you-go | Powder Sticks - 12-pack |
| Unit Pricing | Pay-as-you-go | Liquid Pouches - 24-pack (8 oz) |
| Subscription | Monthly | Subscription Plans - All Products |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels6 records
HOIST product offering
Product offeringCore offering
HOIST produces and sells isotonic hydration beverages across three formats: 16 oz ready-to-drink bottles, single-serve powder sticks, and 8 oz liquid pouches. The military-originated formula delivers 3x the electrolytes of leading sports drinks with half the sugar and no artificial dyes, targeting military personnel, first responders, athletes, and general consumers. Products are sold via the brand's Shopify storefront, Amazon, and a network of U.S. grocery and convenience retailers, with a subscription option delivering automatic reorders at a 15% discount.
Product overview
HOIST is a hydration beverage brand with military origins, offering IV-level rapid hydration products across three distinct formats: Ready-to-drink bottles (16 oz, 8 flavors including Strawberry Lemonade, Peach Mango, Five Star Punch, Blue Raspberry, Blaze Orange, Black Cherry, and Watermelon), Military Hydration Powder Sticks (12-pack single-serve sticks in Fruit Punch, Grape, Peach Mango, Tropical Orange, and Watermelon that mix into 16-20 fl oz of water), and Liquid Pouches (24-pack of 8 fl oz pouches in Grape, Tropical Orange, and Fruit Punch). All products feature a clinically-proven isotonic formula with 3x electrolytes and half the sugar of leading sports drinks, with no artificial dyes or sweeteners. The brand targets military personnel, athletes, first responders, and general consumers seeking rapid rehydration.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydration Bottles (16 oz ready-to-drink, multi-flavor lineup) 16 oz ready-to-drink isotonic hydration bottles with 3x electrolytes and half the sugar of leading sports drinks, no artificial dyes. Sold to military, athletes, first responders, and general consumers via DTC, Amazon, and U.S. grocery retail.
- Military Hydration Powder Sticks (12-pack single-serve) Single-serve powder stick 12-pack hydration mix that combines with water to deliver the HOIST isotonic electrolyte formula in a portable, field-friendly format.
- Liquid Hydration Pouches (24-pack, 8 oz) Compact, grab-and-go 8 fl oz liquid pouches packaged in 24-pack cases, providing the HOIST isotonic electrolyte formula in a portable field format for rapid hydration.
- HOIST Subscription Program Recurring delivery subscription across all HOIST product formats with a 15% discount on every order and flexible 1-, 2-, or 3-month delivery cadence, enabling customer retention.
Quantifiable outcome
- 3x more electrolytes than leading sports drinks
- +1 more outcomes
Companies that use HOIST
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
HOIST technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
HOIST partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- RealtreeminorPartnership with Realtree for camouflage-themed Blaze Orange product packaging and branding, targeting outdoor enthusiasts and hunters.
- AmazoncorePrimary marketplace distribution partner with dedicated Amazon Storefront. Features Prime Day deals and volume discounts. Buy 2 Save 10%, Buy 3 Save 15%, Buy 4+ Save 20% on select products.
- GOVXcoreGOVX ID verification service enables military personnel, first responders, government employees, and teachers to qualify for exclusive discounts through the platform.
- KrogercoreMajor grocery retail partner with nationwide presence across the United States
- PublixcoreSoutheastern U.S. grocery chain partner with significant regional presence
- MeijercoreMidwestern U.S. hypermarket partner with presence in multiple states
- Harris TeetercoreSoutheastern and mid-Atlantic grocery retailer partner
- InstacartminorSame-day grocery delivery partner enabling online ordering from partner retailers
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
HOIST competitors and assessment
Company assessmentBroad incumbents
- Gatorade (PepsiCo): Gatorade is the dominant incumbent sports drink brand owned by PepsiCo, with the largest retail share and category-captain influence. HOIST positions explicitly against Gatorade on electrolytes-per-dollar and sugar content, making it the most natural incumbent benchmark.
- BodyArmor (Coca-Cola): BodyArmor is a Coca-Cola-owned sports hydration brand competing in the same premium sports drink and powder-mix categories as HOIST. Its incumbency and Coca-Cola distribution make it a key incumbent benchmark for shelf, pricing, and marketing dynamics.
- Celsius: Celsius is a fast-scaling functional beverage brand (energy/fitness positioning) that has used similar fitness-community and retail-distribution tactics to break into national chains. It represents a comparable growth playbook in adjacent functional beverage.
Direct peers
- Liquid IV: Liquid IV is the leading direct competitor in the electrolyte/hydration mix category, selling single-serve powder sticks and RTD products with a similar 'rapid rehydration' value proposition. Its acquisition by Unilever validates the category and makes it the most directly comparable peer to HOIST's powder-stick and bottle lineup.
- Pedialyte (Abbott): Pedialyte sells electrolyte/rehydration drinks targeting dehydration recovery and is increasingly used by athletes and general consumers. Its medical-adjacent hydration positioning closely mirrors HOIST's 'IV-level hydration' and rapid-rehydration narrative.
- DripDrop: DripDrop is an ORS (oral rehydration solution) brand with explicit military and first-responder origins, very similar to HOIST's military heritage story. It competes directly in the powder-stick and rapid-rehydration formats.
- Nuun Hydration: Nuun sells effervescent electrolyte tablets and powder mixes for sport, travel, and daily hydration. It competes in adjacent on-the-go hydration formats and serves overlapping endurance athlete and everyday consumer segments.
- LMNT: LMNT is a zero-sugar electrolyte mix brand selling single-serve stick packs with a strong performance/hydration narrative. It targets the same health-conscious athletes and biohacker demographic as HOIST, with a contrasting zero-sugar formulation.
- Skratch Labs: Skratch Labs is a sports hydration brand founded by a sports dietitian, offering sport hydration drink mix and RTD products with a clean-label profile. It targets endurance athletes similarly to HOIST's athletic segment.
- Prime Hydration: Prime Hydration is a hydration beverage brand built on viral social/community-led marketing, sold through retail and DTC. Its GTM motion and RTD hydration positioning closely parallel HOIST's social-led, retail-expanding playbook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
HOIST social profiles
Digital presenceHOIST compliance and trust
Trust signalCompliance4 records
HOIST financial estimates
Financial estimateRevenue estimate
Valuation estimate
HOIST leadership team
Management profileNumber of profiles
Profiles4 records
HOIST funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HOIST 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 HOIST
What does HOIST do?
HOIST produces and sells isotonic hydration beverages across three formats: 16 oz ready-to-drink bottles, single-serve powder sticks, and 8 oz liquid pouches. The military-originated formula delivers 3x the electrolytes of leading sports drinks with half the sugar and no artificial dyes, targeting military personnel, first responders, athletes, and general consumers. Products are sold via the brand's Shopify storefront, Amazon, and a network of U.S. grocery and convenience retailers, with a subscription option delivering automatic reorders at a 15% discount.
Is HOIST a public or private company?
HOIST is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HOIST founded?
HOIST was founded in -1. It employs 11 to 50 people.
Where is HOIST based?
HOIST is headquartered in Cincinnati, United States, in the North America region.
How does HOIST make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and retail Distribution.
Who are HOIST's main competitors?
Broad incumbents on record are Gatorade (PepsiCo), BodyArmor (Coca-Cola) and Celsius. Direct peers are Liquid IV, Pedialyte (Abbott), DripDrop, Nuun Hydration, LMNT, Skratch Labs and Prime Hydration.
Does HOIST have an API?
No public API is recorded for HOIST.
What industry is HOIST in?
HOIST's product category is Sports & Functional Hydration Beverages. Its primary akta.pro industry code is AFAFABAF, Sports Drink Production (Isotonic/Hypotonic), with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 312111 and its SIC code is 2086.