Just Live

What Just Live does

Just Live (JSLV BRAND, LLC) is a US-based, athlete-founded direct-to-consumer wellness brand founded in 2020 by four professional athletes: NBA champion Klay Thompson, Olympic soccer player Alex Morgan, FMX legend Travis Pastrana, and professional skateboarder Paul Rodriguez. The company sells premium hydration drink mixes and a full line of THC-free broad spectrum and CBD isolate products including gummies, topicals, tinctures, and supplements, plus branded apparel, accessories, and gift cards. Its signature technology is a proprietary Biology-Backed Hydration formula combining electrolytes, vitamins, and minerals with clinically studied CherryPURE Tart Cherry Extract (sourced from Montmorency orchards near Traverse City, Michigan) positioned for anti-inflammatory and recovery benefits; CBD products are manufactured from US-grown organic hemp with third-party Certificates of Analysis.

The business operates primarily through a Shopify-powered DTC storefront at justlive.com, with secondary presence on Amazon and a wholesale channel for retailers ([email protected]). Pricing is positioned at a premium consumer tier: hydration units at $24.99, CBD roll-ons $29.99-$99.99, and apparel $30-$60, with tiered discounts and a Subscribe & Save program (powered by Recharge Payments) offering 20% savings and free shipping on 4/6/8-week recurring cadences. A community-led go-to-market combines athlete endorsement, a Grin-managed ambassador program (free product plus 15% commission), an Impact-powered affiliate program (15% commission, 30-day cookie), an active wellness blog, and PR earned media from Forbes, Yahoo Sports, Business Insider, Discover Magazine, and 30+ additional outlets. The company ships US-only from a warehouse in Orange County, California, with a customer experience and corporate team in San Clemente, California.

Operationally, the company is a private LLC with 11-50 employees, no disclosed institutional funding, and no disclosed revenue. The customer base is fragmented long-tail DTC consumers plus small wholesale accounts, with athletes serving as brand equity rather than paying customers. Medical and product credibility is anchored by Chief Medical Director Dr. Brad Thomas, MD, a former Liquid I.V. CMO with 25+ years of orthopedic and Olympic team physician experience. The business is exposed to the structural risks of the US CBD regulatory environment (2018 Farm Bill compliance), consumer churn on a non-subscription-heavy mix, and dependency on a small set of high-profile athlete founders whose personal brands are central to the company's marketing proposition.

Name

Just Live

Legal name

JSLV BRAND, LLC

Website

https://justlive.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Just Live is a US-based, athlete-founded DTC wellness brand (founded 2020 by Klay Thompson, Alex Morgan, Travis Pastrana, and Paul Rodriguez) selling premium hydration drink mixes with Tart Cherry Extract and a full line of CBD gummies, topicals, tinctures, and supplements through Shopify, Amazon, and wholesale to consumer and wellness-oriented customers.

Ownership category

akta.pro rank

Product category

Sports Nutrition and CBD Wellness

NAICS

Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Sports Drinks & Hydration Beverages (CRADAHAK)

akta.pro secondary industries

CBD/Hemp Wellness & Supplements Retail (CRANAHAC), CBD/Hemp Topicals & Beauty Retail (CRANAHAB), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

Keywords

• CBD wellness products
• Hydration supplements
• Athletic recovery
• Tart cherry extract
• Athlete-founded nutrition

Headquarters

HQ city

Hallandale

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, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of hydration products, CBD wellness products (gummies, topicals, tinctures, supplements), and branded apparel through justlive.com. One-time purchase options available for all products.
2. Subscribe & Save Subscription: Recurring subscription program offering 20% savings plus free shipping. Customers select delivery frequency (every 4, 6, or 8 weeks) and receive automatic deliveries. Provides predictable recurring revenue and customer retention.
3. Wholesale: Wholesale accounts for retailers and partners interested in carrying Just Live products. Contact [email protected] for account setup and support.
4. Apparel and Merchandise: Branded merchandise including apparel (t-shirts, hoodies) and accessories (insulated water bottles) sold alongside core wellness products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Just Live is an athlete-founded wellness brand that sells proprietary hydration drink mixes (with electrolytes and clinically studied Tart Cherry Extract) and a full line of hemp-derived CBD performance and recovery products (gummies, topicals, tinctures, supplements) directly to US consumers via its Shopify e-commerce storefront. The company also offers branded apparel, accessories, gift cards, and a Subscribe & Save subscription program, and supplies retailers through a wholesale channel.

Product overview

Just Live is an athlete-founded wellness company offering a portfolio of CBD-infused and hydration products. The core product lines include Active Hydration drink mixes (Dragon Fruit, Sour Watermelon, Strawberry Lemonade, Berry Blast) formulated with electrolytes and Tart Cherry Extract; and Performance & Recovery CBD products including gummies (Sleep, Calm, Immunity, Energy, Focus, Vitamin C), topicals (Freeze Therapy Roll-On, Pain Relief Cream), tinctures (Broad Spectrum and Isolate in mint and natural), and supplements (softgels and capsules for sleep, pre-workout, and post-workout). The company also sells branded apparel and accessories including insulated water bottles and gift cards. Products are marketed as all-natural, vegan, and third-party tested for quality.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 75% of Americans are Chronically Dehydrated
• +2 more outcomes

Named customers7 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

Integration8 records

Feature4 records

Partnerships

Two partnerships are on record, tiered minor and core.

• SuplmntminorOEM/ Whitelabel/ Licensing PartnerPartnership with Suplmnt for exclusive Just Live branded insulated water bottles. Product features double-wall vacuum insulation, dishwasher-safe, leak-proof design with flexible lanyard. Sold exclusively through justlive.com in Black and White colors at $29.99.
• CherryPURE® (Tart Cherry Supplier)coreOthersSource of clinically studied Tart Cherry Extract from Montmorency tart cherries. Can be traced to orchards surrounding Traverse City, Michigan. Forms core ingredient in Just Live's Biology-Backed Hydration formula for anti-inflammatory and recovery benefits.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Gatorade (PepsiCo): Dominant sports hydration incumbent with massive distribution, marketing budget, and athlete endorsements. Represents the scale leader against which Just Live positions its premium hydration SKU.
• Athletic Greens / AG1: Subscription-led daily nutritional supplement brand with a strong DTC and influencer/athlete marketing model. Adjacent to Just Live's hydration/supplement portfolio and competing for the same wellness-oriented consumer wallet.

Direct peers

• Liquid I.V. Direct competitor in powdered functional hydration, now owned by Unilever. Just Live's CMO previously served as Liquid I.V.'s Chief Medical Director, and both brands target hydration and recovery with electrolyte drink mixes sold via DTC, retail, and subscription.
• Hydrant: Direct-to-consumer hydration mix brand offering effervescent and powdered electrolytes with subscription model. Competes head-to-head on functional hydration claims and online acquisition channels.
• Cure Hydration: Plant-based electrolyte hydration powder competing directly with Just Live's Active Hydration line. Targets similar active-lifestyle and wellness consumer with clean-ingredient positioning and DTC + retail distribution.
• Charlotte's Web: Largest US hemp-CBD wellness brand offering tinctures, gummies, topicals, and capsules. Direct competitor to Just Live's CBD product portfolio with similar product formats and wellness positioning.
• Skratch Labs: Sports nutrition brand specializing in hydration and recovery mixes used by endurance athletes. Overlaps with Just Live's athlete-targeted positioning and electrolyte formulation focus.
• Medterra: CBD wellness brand selling tinctures, topicals, gummies, and capsules with third-party testing and isolate/broad-spectrum formulations. Direct overlap with Just Live's CBD line.
• Laird Superfood: Plant-based functional foods and hydration products with strong DTC and subscription presence. Comparable as a wellness brand bridging hydration, supplements, and superfood categories.

Emerging players

• Nuun Hydration: Effervescent hydration tablet brand targeting active consumers with clean-label positioning. Comparable product format alternative to Just Live's powder sticks and similar athlete/recovery messaging.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/justlivebrand
• YouTubeyoutube.com/channel/UCNDCF2iWXCw5rZVzkxneskQ/featured
• Facebookfacebook.com/justlivewellness
• LinkedInlinkedin.com/company/justlive
• Instagraminstagram.com/justlive

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Just Live