MagNak

What MagNak does

MagNak is the consumer brand of IGH Naturals, LLC, a privately held, California-incorporated company headquartered in Rocklin (Sacramento area) that develops and sells electrolyte hydration products. Founded in 2017, the company was built around a patented Nutrient Co-Transfer Technology (NCT)™, a formulation method that uses a higher magnesium content to amplify the absorption and effectiveness of co-administered electrolytes, addressing a gap in subclinical magnesium deficiency the company estimates affects roughly half of Americans. Two U.S. patents protect the core formula and trademark.

The product line consists of two SKUs: Endurance Mix (also marketed as Speed Sauce), an isotonic electrolyte drink powder combining 100 mg magnesium, 300 mg sodium, 150 mg potassium, 8 g organic sugar, and 60 mg vitamin C per serving for athletes; and HumoLyte, a medical food-grade electrolyte mix with 2'-Fucosyllactose prebiotic targeted at clinical patients with dehydration from chemotherapy, IBD, or gastrointestinal illness. Endurance Mix is priced at approximately $25-$33 per unit, with subscription/auto-delivery discounts. Pricing and distribution are deliberately premium-DTC: free shipping within the 48 contiguous US states, paid shipping to Alaska, Hawaii, and Canada, and parallel Amazon marketplace availability.

MagNak sells primarily direct-to-consumer through drinkmagnak.com with a subscription option and an Amazon storefront, supplemented by a 10% commission affiliate program. Marketing is driven by an educational electrolyte science blog, Instagram and Facebook presence, press coverage, and Official Sports Drink sponsorships with three USL-level professional soccer clubs (Sacramento Republic FC since 2023, Monterey Bay FC since February 2024, California Storm FC) and an endorsement/co-development relationship with endurance athlete James 'The Iron Cowboy' Lawrence. No institutional funding, management roster, headcount, or revenue disclosures are available; the company appears physician-founded and bootstrapped.

Name

MagNak

Legal name

IGH Naturals, LLC

Website

https://drinkmagnak.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

MagNak (IGH Naturals, LLC) is a privately held Sacramento-area D2C brand selling patented magnesium-rich electrolyte drink mixes (Endurance Mix, HumoLyte) to endurance athletes and clinical patients via its own website, Amazon, and subscription.

Ownership category

akta.pro rank

Product category

Sports Hydration Supplements

NAICS

Soft Drink and Ice Manufacturing (31211)

SIC

Sporting & Athletic Goods, Nec (3949), Medicinal Chemicals & Botanical Products (2833)

akta.pro industry

PRIMARYAFAFABAF

Sports Drink Production (Isotonic/Hypotonic)

Agriculture & Food Production/Beverage Production/Non-Alcoholic Beverage Production (Soft Drinks, Juice, RTD)

SECONDARYAFAFABAL

Powdered & Instant Beverage Mix Manufacturing (Drink Mixes)

Agriculture & Food Production/Beverage Production/Non-Alcoholic Beverage Production (Soft Drinks, Juice, RTD)

SECONDARYAFAFAFAH

Functional Hydration & Electrolyte Water Production

Agriculture & Food Production/Beverage Production/Functional & Nutritional Beverage Production (Energy, Sports, Fortified)

SECONDARYAFAFAFAC

Vitamin- & Mineral-Fortified Beverage Production

Agriculture & Food Production/Beverage Production/Functional & Nutritional Beverage Production (Energy, Sports, Fortified)

SECONDARYAFAKAJAE

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars)

Agriculture & Food Production/Food Processing & Manufacturing/Specialty & Functional Foods Manufacturing (Organic, Fortified, Medical Foods)

SECONDARYCRADAHAK

Sports Drinks & Hydration Beverages

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Non-Alcoholic Beverages (Coffee, Tea, Soft Drinks, Water)

SECONDARYCRADAGAI

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Electrolyte drink powder
• Sports hydration supplements
• Medical food hydration
• Magnesium electrolyte mix
• Endurance sports nutrition

Headquarters

HQ city

Rocklin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Direct-to-Consumer): Sale of electrolyte powder products directly to consumers through own e-commerce website with subscription/auto-delivery option. Products include Endurance Mix (powder tubs and stick packs) and HumoLyte (medical food formulation).
2. Marketplace Sales: Products sold through Amazon marketplace for broader distribution reach.
3. Affiliate Program: 10% commission on sales generated through affiliate referral links, managed through affiliate interface with tracking dashboard.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

MagNak (IGH Naturals, LLC) manufactures and sells patented magnesium-rich electrolyte drink powders under two product lines: Endurance Mix (also marketed as Speed Sauce), an isotonic sports hydration powder for athletes to prevent muscle cramps during endurance exercise, and HumoLyte, a sugar-free medical food electrolyte mix with HMO prebiotic for clinical rehydration in patients with diarrhea, chemotherapy, and gut-related conditions. Products are sold directly to consumers via the brand's e-commerce site with subscription options and through Amazon marketplace.

Product overview

MagNak offers a portfolio of electrolyte-based nutritional supplements designed to combat dehydration and prevent muscle cramps. The primary product is Endurance Mix (also marketed as Speed Sauce), an isotonic electrolyte drink powder using patented Nutrient Co-transfer Technology (NCT)™ that combines magnesium, sodium, and potassium in specific ratios. A secondary product, HumoLyte, is a medical food-grade electrolyte mix with prebiotic HMO (2'-Fucosyllactose) designed for clinical patients experiencing dehydration from gastrointestinal issues, chemotherapy, or other conditions. Both products share electrolyte formulation expertise but serve different market segments: athletes and general consumers (Endurance Mix/Speed Sauce) versus clinical/medical patients (HumoLyte).

Differentiator

Problem solved

Functional benefit

Brands

• Endurance Mix: Primary electrolyte powder product for athletes designed to prevent muscle cramps during endurance training using Nutrient Co-Transfer Technology (NCT)™.
• HumoLyte

Products and services

• Endurance Mix Isotonic electrolyte drink powder formulated with Nutrient Co-Transfer Technology (NCT)™ to prevent muscle cramps during exercise. Each serving contains 100mg magnesium (25% RDI), 300mg sodium, 150mg potassium, 8g organic sugar, and 60mg vitamin C. Available in Mixed Fruit Tub ($33.00/tub), Watermelon Tub, and Citrus Mango and Mixed Fruit stick pack formats. Sold to endurance athletes and fitness consumers through own e-commerce site (with subscription/auto-delivery) and Amazon.
• HumoLyte

Quantifiable outcome

• Reduced muscle cramps by clinically significant percentage - published in Journal of Exercise and Nutrition
• +4 more outcomes

Named customers10 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

Partnerships

Four partnerships are on record, tiered core.

• Monterey Bay FCcoreGTM or Marketing Partner · 16 February 2024Official Sports Drink partnership announced February 16, 2024. Includes in-stadium and broadcast/television elements. IGH Naturals' MAGNAK product becomes the official sports drink of Monterey Bay Football Club.
• James 'The Iron Cowboy' LawrencecoreStrategic or Co-development Partner · 1 January 2015Developed in partnership with James Lawrence, 3-time world record holder who completed 50 full-distance triathlons in 50 days (50-50-50 record). Speed Sauce/MAGNAK was created to support his extreme endurance challenges. He continues to endorse and push boundaries with the product.
• Sacramento Republic FCcoreGTM or Marketing PartnerOfficial Sports Drink of Sacramento Republic FC professional soccer team. Partnership spans three seasons with players using MAGNAK during training, matches, and travel. Katie Norton, Director of Sports Performance, leads the implementation. The result has been reduced cramping among players.
• California Storm FCcoreGTM or Marketing PartnerOfficial Sports Drink of California Storm FC professional soccer team.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nuun: Direct competitor in the electrolyte/hydration space, originally known for tablet-format electrolyte drinks for endurance athletes. Overlapping target customer (endurance athletes, fitness consumers) and similar GTM (DTC + retail).
• Skratch Labs: Direct competitor in sports hydration and exercise nutrition formulated for endurance athletes. Targets the same marathons/triathlons/cycling customer base with similar low-sugar, electrolyte-forward products.
• LMNT: Direct competitor selling unflavored electrolyte drink mixes for athletes and keto/low-carb consumers. Competes head-to-head on mineral content, low-sugar positioning, and DTC subscription. Highly comparable to MagNak's Endurance Mix.
• DripDrop: Direct competitor in oral rehydration solutions (ORS) targeting dehydration from exercise, illness, and travel. Closest analog to MagNak's HumoLyte medical food positioning and clinically-validated hydration claims.
• Tailwind Nutrition: Direct competitor in endurance sports nutrition (hydration + fuel mixes) designed specifically for ultra-endurance athletes. Overlapping customer segments (ultra-runners, triathletes) and use cases (cramping, sustained hydration).
• SOS Hydration: Direct competitor in electrolyte hydration powders positioned for both athletic performance and medical/recovery use cases. Strong product overlap with MagNak's dual sports + clinical positioning.
• Liquid IV: Direct competitor in the powdered electrolyte/hydration category sold through DTC, retail, and Amazon. Targets similar use cases (dehydration, workouts, hangover) with a multi-electrolyte, lower-sugar formulation. Closest 1:1 comp on format and positioning.

Broad incumbents

• Pedialyte (Abbott): Incumbent medical-grade electrolyte brand owned by Abbott with broad retail distribution. Competes most directly with MagNak's HumoLyte in the dehydration-from-illness use case, though at a much larger scale.
• Gatorade (PepsiCo): Dominant incumbent in the broader sports drink category. While its core RTD products are largely different format than MagNak's powders, Gatorade's Gatorade Endurance and powder lines target overlapping athletes and use cases.
• BODYARMOR: Incumbent sports drink brand (now Coca-Cola owned) competing for the same athletic and active-lifestyle consumer with a lower-sugar, electrolyte-fortified proposition. Represents a scaled competitor that MagNak must differentiate against in retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/drinkmagnak
• Facebookfacebook.com/drinkmagnak

Revenue estimate

Valuation estimate

Number of profiles

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 MagNak