What Nooma does

NOOMA (standing for "No More Artificials") is a Cleveland, Ohio-based functional beverage company founded in 2013 by brothers Brandon and Jarred, both former professional hockey players. The company develops and sells organic, plant-based sports drinks, performance energy drinks, daily wellness sodas, and electrolyte mixes formulated with no added sugars, no artificial ingredients, and non-GMO inputs. Product technology centers on a low-osmolality electrolyte formulation (505 mg sodium/potassium/magnesium in sports drinks and 760 mg in electrolyte mixes) for fast absorption, plus clean caffeine (120 mg from organic green coffee bean extract) combined with lion's mane and ginseng for sustained energy, and adaptogens (turmeric, ginger, tart cherry, ashwagandha) plus vitamin C and zinc for recovery and immune support.

NOOMA sells through two primary channels: a direct-to-consumer Shopify storefront at drinknooma.com with a 15% subscription discount and free shipping, and a wholesale program that has scaled to 1,000+ fitness-center and retail accounts with no minimum order requirements. The company also operates an Infinity Rewards loyalty/referral program and a small apparel and merchandise line. Pricing is unit-based across 12-pack cases (roughly $32–$37 retail, $27–$31 on subscription) and a 20-stick bag format for electrolyte mixes ($29.99 retail, $25.49 on subscription). Wholesale pricing is quote-based with a 5% subscription discount and free shipping on orders of $70+.

NOOMA is a privately held, bootstrapped company with no disclosed institutional funding, no parent company, no M&A activity, and no patents or trademarks disclosed in the available data. Headcount is in the 11–50 range, the company reports a consumer base of 100,000+ customers and 3,500+ five-star reviews, and operations are entirely U.S.-domestic with no international expansion signals in the source material.

Name

Nooma

Legal name

NOOMA

Website

https://drinknooma.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

NOOMA is a Cleveland-based, bootstrapped functional beverage company that makes organic, plant-based sports drinks, energy drinks, wellness sodas, and electrolyte mixes. It sells direct-to-consumer online and through 1,000+ wholesale fitness and retail accounts.

Ownership category

akta.pro rank

Headquarters

HQ city

Cleveland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through drinknooma.com Shopify platform. Products sold in cases of 12 drinks or 20-stick bags. Subscription model provides 15% recurring discount with free shipping.
2. Wholesale Distribution: B2B sales to 1,000+ wholesale accounts including fitness centers and retail stores. No minimum order requirements. 5% recurring discount on subscription wholesale orders.
3. Apparel and Merchandise: Apparel line including t-shirts, hoodies, crewnecks, hats, and gym bags sold through the same e-commerce platform

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

NOOMA is a functional beverage company that manufactures and sells organic, plant-based sports drinks, energy drinks, wellness sodas, and electrolyte mixes through a direct-to-consumer e-commerce platform (with subscription) and a wholesale program serving 1,000+ fitness and retail accounts. All products are free from artificial ingredients and added sugars, formulated with functional ingredients such as electrolytes, nootropics, adaptogens, and antioxidants, and packaged in sustainable Tetra Pak and recyclable cans.

Product overview

NOOMA (standing for 'No More Artificials') is a functional beverage company offering four product lines: Performance Energy Drinks (4 flavors), Hydrating Sports Drinks (5 flavors), Daily Wellness Sodas (3 flavors), and Hydrating Electrolyte Mixes (3 flavors). All products are characterized by clean-label formulations with zero added sugars, organic ingredients, non-GMO verification, and plant-based sourcing. The company also offers a Sampler Pack for trying all products and branded apparel merchandise. Founded by former professional hockey players Brandon and Jarred, the brand emphasizes functional ingredients including electrolytes, adaptogens, nootropics, antioxidants, and immune-supporting vitamins.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Energy Drinks (12-pack cases) Performance energy drink line providing 120mg clean caffeine from organic green coffee bean extract plus lion's mane mushroom and ginseng, designed to deliver sustained energy and focus without jitters or crash. Sold in 12-pack cases across four flavors, targeted at athletes, fitness enthusiasts, and consumers seeking a cleaner alternative to conventional energy drinks.
• Hydrating Sports Drinks (12-pack cases) Clean-label sports hydration drink line with 505mg electrolytes sourced from coconut water and Himalayan pink salt in a low osmolality formula for fast absorption and effective rehydration. Sold as 12-pack cases across five flavors, targeted at athletes and active individuals needing replenishment during and after workouts.
• Daily Wellness Sodas (12-pack cases) Functional wellness soda line formulated with adaptogens, antioxidants, and immune-supporting vitamins including tart cherry juice, turmeric, ginger, ashwagandha, vitamin C, and zinc, with only 2g total sugar. Sold as 12-pack cases across three flavors, targeting health-conscious consumers seeking everyday recovery and immune support in place of conventional sodas.
• Hydrating Electrolyte Mixes (20-stick bags) Convenient powdered electrolyte stick packs delivering 760mg electrolytes from organic evaporated coconut water, magnesium citrate, and Himalayan pink salt in a low osmolality formula for rapid hydration on the go. Sold in 20-stick bags across Chocolate, Mixed Berry, and Citrus flavors, targeted at active consumers needing portable hydration.
• Variety Pack: Energy Drinks Sampler 12-pack containing all four NOOMA Performance Energy Drink flavors (Dragon Fruit, Pineapple Mango, Lemon Lime, Tangerine), intended for first-time buyers who want to try multiple flavors or households that prefer variety.
• Variety Pack: Sports Drinks Sampler 12-pack featuring all five NOOMA Hydrating Sports Drink flavors (Chocolate Mint, Lemonade, Watermelon Lime, Blueberry Peach, Mango), intended for first-time buyers or households that prefer assortment across the hydration line.
• Variety Pack: Wellness Sodas Sampler 12-pack containing all three NOOMA Daily Wellness Soda flavors (Cherry Cola, Coconut Lime, Fruit Punch), intended for first-time buyers or households wanting to experience the full wellness soda lineup.
• NOOMA Sampler 12-Pack Comprehensive 12-drink sampler pack combining 4 energy drinks, 5 hydrating sports drinks, and 3 wellness sodas, designed to introduce new customers to the full NOOMA product range across all three primary beverage lines at a single price point.
• NOOMA Apparel and Merchandise Brand apparel and merchandise line including t-shirts, hoodies, crewnecks, hats, and gym bags featuring NOOMA branding and slogans such as "No More Artificials," sold through the company's direct-to-consumer e-commerce platform to deepen brand affinity and community.

Quantifiable outcome

• Zero artificial ingredients, zero added sugars across all products

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• OLIPOP: OLIPOP is a clean-label functional soda brand selling DTC via subscription and wholesale into natural/retail channels. Closely comparable to NOOMA's Wellness Soda line in clean-label positioning, functional ingredient narrative (adaptogens/prebiotics vs. NOOMA's adaptogens/tart cherry), and identical D2C + wholesale go-to-market.
• Celsius Holdings: Celsius is the leading clean-label energy drink brand, distributed via fitness, convenience, and grocery with strong D2C presence. Directly comparable to NOOMA's Performance Energy Drink line (120mg organic caffeine, no artificials) on product, target customer (athletes/active), and channel mix.
• Alani Nu: Alani Nu is a clean-label energy and hydration brand founded by fitness influencers, sold D2C and through fitness retail. Highly comparable to NOOMA in founder-led authenticity, clean-label positioning, energy drink SKU, and fitness-channel wholesale distribution (very similar to NOOMA's 1,000+ fitness-center accounts).
• Liquid IV: Liquid IV is a leading electrolyte/sugar-free hydration mix brand (now owned by Unilever). Directly comparable to NOOMA's Hydrating Electrolyte Mix line on product format (powder sticks), clean-label narrative, and D2C + retail distribution.
• Nuun Hydration: Nuun is a tablet/powder electrolyte hydration brand with strong presence in fitness and endurance-sport channels. Comparable to NOOMA's electrolyte and sports drink lines on the functional hydration thesis, low-sugar positioning, and wholesale penetration in running/cycling/fitness retailers.

Broad incumbents

• Gatorade (PepsiCo): Gatorade is the dominant incumbent in performance/sports hydration owned by PepsiCo. Comparable as the category benchmark NOOMA positions against on hydration science and distribution; broad incumbent with overlapping sports-drink SKU rather than a direct niche competitor.
• BODYARMOR Sports Drink: BODYARMOR is a premium-positioned sports drink owned by Coca-Cola. Comparable to NOOMA as a broader-incumbent competitor in clean-label-leaning sports hydration with broad retail distribution; overlaps with NOOMA's premium-clean positioning but at massive scale.

Emerging players

• Liquid Death: Liquid Death is a canned-water-and-beverage brand that built a strong DTC-led, bold-branding identity before expanding into retail. Comparable to NOOMA in D2C-first brand-building, canned/Tetra-Pak packaging emphasis, and use of founder narrative as content engine.
• GHOST Lifestyle: GHOST is a fitness-lifestyle supplement and ready-to-drink brand sold D2C and through fitness channels. Comparable to NOOMA in athlete/fitness-community targeting, supplement-meets-beverage positioning, and wholesale penetration into specialty fitness retail.
• AG1 (Athletic Greens): AG1 is a premium daily-wellness supplement brand with a strong D2C subscription model and clean-label, founder-driven marketing. Comparable to NOOMA in the 'functional wellness' D2C narrative, subscription retention mechanics (15% subscription discount parallels AG1's), and premium ASP positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/drinknooma

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Nooma