What UnTapped does

UnTapped is a privately held Vermont-based athletic nutrition company that manufactures and sells maple-syrup-based endurance fuel products. Founded in 2013 by former World Tour cyclist Ted King and the Cochran/Brown family (originators of Slopeside Syrup), the company uses 100% pure Vermont maple syrup as the exclusive carbohydrate source across its product line, eliminating maltodextrin and synthetic ingredients that dominate conventional energy gels. Its core product portfolio spans six categories: UnTappeds Energy Gels (100 calories per packet in flavors including Maple, Coffee, Mint, Salted Raspberry, Salted Cocoa, Salted Citrus, and Salted Cinnamon Spice), Mapleaid Hydration drinks, Maple Waffles (stroopwafels), a new Recovery Drink Mix line launched in 2026, Pure Vermont Maple Syrup, and Gear & Accessories.

The business operates through three primary revenue channels: direct-to-consumer e-commerce via its WooCommerce storefront (untapped.cc) with free shipping on US orders over $75; wholesale distribution to independent bike shops, ski shops, and outdoor gear retailers at approximately 40% retailer margin; and on-site event sales and sampling at premier endurance races including the American Birkebeiner, Unbound, Sea Otter Classic, and Big Sugar Gravel. An affiliate program through AvantLink (8-12% commission) and a community-driven Maple Fanatic athlete ambassador program support a community-led, product-led growth model. Pricing is unit-based across SKUs ranging from $2.49 single-serve packets to $49.95 32oz bulk bottles, with wholesale quantity discounts of 2-15% based on order size and payment terms.

The company serves endurance athletes (runners, cyclists, gravel racers, cross-country skiers, triathletes), outdoor enthusiasts, and health-conscious consumers seeking natural alternatives to synthetic sports nutrition. Its operations are supported by a small team of 1-10 employees headquartered in Richmond, Vermont, with raw materials sourced from family-owned Vermont maple farms. The company is independently owned with no disclosed venture capital or institutional investment, and its advisory and brand face is built around Olympic medalists and World Tour professionals within the Cochran family and extended athlete network.

Name

UnTapped

Legal name

UnTapped, LLC

Website

https://untapped.cc

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

UnTapped is a privately held Vermont-based athletic nutrition company that manufactures maple-syrup-based energy gels, hydration drinks, waffles, and recovery mixes, selling direct-to-consumer and through specialty outdoor retailers to endurance athletes seeking natural alternatives to synthetic sports nutrition.

Ownership category

akta.pro rank

Product category

Athletic Nutrition

NAICS

Sugar and Confectionery Product Manufacturing (3113), Flavoring Syrup and Concentrate Manufacturing (31193), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Sugar & Confectionery Products (2060), Bakery Products (2050)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Sports & Isotonic Drink Production (AFAFAFAB), Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC), Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)

Keywords

• Athletic nutrition products
• Maple energy gels
• Endurance sports fueling
• Natural sports supplements
• Maple hydration drinks

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Revenue from direct-to-consumer sales through the company website. Customers purchase individual products, variety packs, and bulk options with free shipping on orders over $75 in the US.
2. Wholesale/B2B Distribution: Revenue from wholesale accounts including retailers, bike shops, ski shops, and outdoor gear stores. Offers quantity discounts (2-15% based on order size and payment terms) with approximately 40% margin for retailers.
3. Affiliate Referrals: Commission-based revenue through AvantLink affiliate network where partners earn 8% commission on sales (12% for first-time purchasers) with 30-day cookie window.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

UnTapped manufactures and sells a portfolio of maple-syrup-based athletic nutrition products, including 100-calorie portable energy gels, stroopwafels (Maple Waffles), maple-based hydration drinks (Mapleaid), and post-workout recovery drink mixes, all sweetened exclusively with Pure Vermont Maple Syrup. The company also retails Pure Vermont Maple Syrup, variety/sample packs, gear and accessories, and gift cards. Products are sold primarily direct-to-consumer via the company's e-commerce site, with secondary distribution through specialty wholesale and endurance event sales.

Product overview

UnTapped is a maple-based athletic nutrition company offering a portfolio of products centered around Pure Vermont Maple Syrup as the primary ingredient. The core product lines include UnTappeds Energy Gels (100-calorie portable energy packets), Maple Waffles (maple stroopwafels), Mapleaid Hydration (electrolyte drinks), and Recovery Drink Mix (post-workout supplements). Additional offerings include Pure Vermont Maple Syrup, Sample & Variety Packs, Gear & Accessories, and Gift Cards. All products share a common ingredient philosophy using maple syrup and maple sugar as the exclusive sweetener base, emphasizing natural, limited-ingredient formulations. The company sells directly to consumers via e-commerce and through wholesale/retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Mapleaid: Maple syrup-based hydration drink delivering electrolytes, vitamins, and minerals without artificial additives.
• UnTappeds
• Maple Waffles

Products and services

• UnTappeds Energy Gels

Quantifiable outcome

• Low-glycemic energy: Sustained energy release vs. quick crash from maltodextrin-based products
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor.

• SkidaminorChannel Partner/ Reseller/ DistributorSkida produces alpine hats, bandanas, neckwarmers, and other winter accessories that are sold through the UnTapped website. UnTapped serves as a retail channel for Skida products, reaching their athlete customer base.
• Hedley & BennettminorStrategic or Co-development PartnerCollaborative product development resulting in the UnTapped x Hedley & Bennett apron ($110). Combines both brand identities in a co-branded product offering.
• Stunt PuppyminorChannel Partner/ Reseller/ DistributorStunt Puppy's Everyday Collar dog accessories sold through UnTapped's gear and accessories section, reaching the active dog-owning athlete demographic.
• HydraPakminorOthersUnTapped-branded HydraPak hydration flasks sold through UnTapped website. Co-branded product for endurance athletes needing hydration solutions.
• SockguyminorOthersUnTapped-branded socks (SGX socks by Sockguy) sold through UnTapped's gear section. Co-branded athletic socks targeting cyclists and runners.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GU Energy Labs: Direct competitor in the endurance sports energy gel category. GU is the category-defining brand and the primary benchmark for gel packaging, flavor variety, and race-day distribution. UnTapped explicitly positions itself against GU's maltodextrin-based formulation.
• Honey Stinger: Direct competitor producing honey-based energy gels, chews, waffles, and protein bars for endurance athletes. Closest natural-ingredient analog to UnTapped's maple-based lineup, competing head-to-head in the clean-label endurance nutrition niche.
• Tailwind Nutrition: Direct competitor offering endurance-specific fuel (drink mix) and recovery products for ultra runners, cyclists, and triathletes. Competes in the same fueling-during-exercise use case with a different format (powdered drink vs gel) but identical end-user.
• Skratch Labs: Direct competitor in clean-label sports hydration and fueling, founded by a sports nutritionist. Comparable positioning around real-food ingredients, similar premium DTC + specialty wholesale distribution, and overlap on hydration (Mapleaid vs Skratch drink mix).
• Huma Chia Energy Gels: Direct competitor in chia-based real-food energy gels for endurance athletes. Closely analogous positioning as a natural, plant-based alternative to synthetic maltodextrin gels, targeting the same niche consumer with a different whole-food carbohydrate source.
• Spring Energy: Direct competitor in real-food energy gels and fueling products for ultra-endurance athletes. Targets the same use case (avoiding gut rot, sustained energy) with a different whole-food formulation philosophy (rice-based) — overlaps directly with UnTapped's positioning.
• Bonk Breaker: Direct peer in real-food energy products including bars and gels for endurance and active lifestyle. Comparable size, premium positioning, and natural-ingredient philosophy to UnTapped, with overlapping endurance-sport distribution channels.

Broad incumbents

• Clif Bar: Broader incumbent sports nutrition brand (owned by Mondelez) with energy bars, gels, and chews. Competes indirectly through mass-market presence and broader distribution; its acquisition of GU Energy Labs makes it a portfolio competitor across the entire endurance fueling category.
• Nuun Hydration: Broader incumbent in the sports hydration sub-category with tablet-based electrolyte drinks. Overlaps with UnTapped's Mapleaid Hydration line in the use case of electrolyte replacement during exercise but uses a different format and broader mainstream positioning.
• Science in Sport (SiS): Broader incumbent endurance sports nutrition brand (UK-listed) offering gels, hydration, and bars. Comparable product mix across fueling phases; relevant for international benchmarking and as a potential acquirer given UnTapped's clean-label differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/untappedmaple
• Facebookfacebook.com/untappedactivenutrition
• Instagraminstagram.com/untappedmaple

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 UnTapped