What IMPOSSIBLE does

IMPOSSIBLE is a privately-held, founder-owned performance lifestyle brand headquartered in Austin, Texas, operating a direct-to-consumer e-commerce and apparel business with 1-10 employees. The company sells two science-backed functional supplement products — Impossible Sleep (a sleep and recovery drink containing 350mg magnesium and 150mg L-theanine, positioned as a clean alternative to melatonin) and Impossible Energy (a zero-sugar energy drink mix with 200mg caffeine, 1g taurine, 500mg L-carnitine, 150mg L-tyrosine, and 50mg L-theanine) — alongside an athletic apparel line featuring custom tri-blend shirts, hoodies, hats, beanies, and muscle tanks. The portfolio also includes branded accessories (shaker bottles, flags, patches, stickers) and limited-edition collaborations with Ten Thousand and Outway.

The target customer is elite athletes and high performers, with a horizontal segmentation approach emphasizing clean-ingredient formulation and transparent dosing rather than proprietary blends. Distribution runs through a Shopify-powered storefront (impossible.co) and the Amazon marketplace, with a subscription model offering a 10% discount, free US shipping, and a Sleep Reset Welcome Kit on supplement orders to drive recurring revenue; a free Energy Sampler Pack (pay shipping only, promo code TRYIMPOSSIBLE) functions as a low-friction acquisition lever. Marketing is content-led via an extensive health blog with research guides on individual ingredients (magnesium, L-theanine, taurine, tyrosine, apigenin, melatonin side effects), active presence across Instagram, Facebook, TikTok, YouTube, Twitter, and Snapchat, and documentary-style video content such as "TOUGH - Inside the Insane World of Death Diving."

The business is bootstrapped with no disclosed funding rounds; founder Joel Runyon, an ultra-endurance athlete, leads the company. Notable corporate actions include the December 2019 acquisition of MoveWell and ongoing limited-edition apparel collaborations. The company is registered as IMPOSSIBLE LLC with the IMPOSSIBLE® trademark in force.

Name

IMPOSSIBLE

Legal name

IMPOSSIBLE LLC

Website

https://impossible.co

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

IMPOSSIBLE is a founder-owned Austin, Texas-based DTC performance lifestyle brand selling science-backed sleep and energy supplements alongside athletic apparel to elite athletes and high performers via Shopify and Amazon.

Ownership category

akta.pro rank

Headquarters

HQ city

Austin

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, Operations, Personnel

Revenue model

1. Performance Supplements: Sale of Impossible Sleep and Impossible Energy drink mixes. Products available as one-time purchases or subscription. Subscriptions offer 10% discount and free Sleep Reset Welcome Kit on first order.
2. Apparel Sales: Sale of branded performance apparel including shirts, hoodies, hats, beanies, and limited edition collaborations. One-time purchase model.
3. Accessories and Merchandise: Sale of branded merchandise including shaker bottles, flags, patches, and stickers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

IMPOSSIBLE is a performance lifestyle brand that designs and sells science-backed nutritional drink mixes (Impossible Sleep for recovery and Impossible Energy for clean energy) alongside a line of athletic apparel and branded merchandise. Products are sold direct-to-consumer through its Shopify storefront at impossible.co, with secondary distribution on Amazon. Revenue is split between one-time apparel/accessory purchases and recurring supplement subscriptions.

Product overview

IMPOSSIBLE is a performance lifestyle brand combining science-backed nutritional supplements with performance apparel. The core supplement portfolio includes Impossible Sleep (a sleep and recovery drink mix with magnesium and L-theanine) and Impossible Energy (a clean energy drink mix with taurine, L-carnitine, and caffeine). The apparel line features men's and women's shirts, hoodies, beanies, and collaboration pieces like the IMPOSSIBLE x Outway Performance Merino Sock. Additional offerings include accessories such as shaker bottles, flags, patches, and stickers. The brand targets elite athletes and high performers, emphasizing science-backed formulations and research-driven ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Impossible Sleep™ Performance sleep and recovery drink mix with 350mg magnesium and 150mg L-theanine; designed to help elite athletes and high performers fall asleep faster and recover more deeply, positioned as a clean alternative to melatonin-based supplements.
• Impossible Energy Clean energy drink mix with 200mg caffeine, 1g taurine, 500mg L-carnitine, 150mg L-tyrosine, and 50mg L-theanine; zero sugar, no crash, in convenient stick pack format.
• Energy Sampler Pack Trial pack of Impossible Energy with 2 Sour Apple and 2 Tropical Punch flavor packets; offered free (customer pays shipping) with promo code TRYIMPOSSIBLE to acquire new customers.
• Impossible Shirt (Men's) Men's classic t-shirt redesigned with athletic fit and custom tri-blend material (marketed as the softest in the wardrobe); available in Navy, Grey, and Military Green.
• Impossible Shirt (Women's) Women's version of the classic Impossible shirt with custom tri-blend material, built for athletic fit and everyday comfort.
• Impossible Hoodie Performance hoodie designed for comfort during workouts and everyday wear.
• IMPOSSIBLE® Muscle Tank Performance muscle tank built for comfort during high-intensity activities.
• Impossible Hat Black-on-black cap with 'Push your limits' stitched on the inside; available in Blackout and White Logo variants.
• Impossible Beanie Branded IMPOSSIBLE beanie for everyday wear and training.
• Impossible x Ten Thousand Limited Edition Limited edition collaborative performance apparel piece with Ten Thousand, marketed under the IMPOSSIBLE x Ten Thousand co-brand.
• IMPOSSIBLE x Outway Performance Merino Sock Performance merino wool sock co-developed with Outway for athletes, combining Outway's merino wool expertise with IMPOSSIBLE branding.
• Impossible Limited Editions Limited edition apparel pieces with special designs, serving as collectible/collaborative drops under the IMPOSSIBLE brand.
• Impossible Shaker Bottle Shaker bottle for mixing supplement drinks, priced at $20.
• Impossible Flag Branded IMPOSSIBLE flag merchandise item starting at $32.
• Branded Blender Bottle Branded blender bottle accessory for mixing supplement drinks on the go.
• Impossible Patch Velcro-backed patch displaying the IMPOSSIBLE brand, sold in sets of 2 patches.
• Transfer Sticker Branded IMPOSSIBLE transfer sticker merchandise item starting at $10.

Quantifiable outcome

• 60 reviews with 4.2/5 rating for Impossible Sleep product
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Ten ThousandminorStrategic or Co-development PartnerLimited edition collaboration product 'IMPOSSIBLE x Ten Thousand' featuring performance apparel. Product priced at $65.00 with 3 reviews, originally discounted from $27.00 indicating a special release.
• OutwayminorStrategic or Co-development PartnerCollaboration on 'IMPOSSIBLE x Outway Performance Merino Sock' - a performance sock product utilizing Outway's merino wool expertise combined with IMPOSSIBLE branding for athletes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Onnit: Austin, Texas-based supplement and wellness brand offering functional drinks, nootropics, and fitness content. Shares IMPOSSIBLE's Texas roots, supplement-led hero products, and lifestyle brand positioning aimed at high-performer consumers.
• Athletic Greens (AG1): Premium daily foundational nutrition drink mix sold via DTC subscription. Competes directly with Impossible Energy and Sleep as a foundational/functional drink-mix product targeting performance-minded consumers.
• TB12: Tom Brady-founded performance lifestyle brand selling nutritional supplements alongside athletic apparel and recovery gear. Closest analogue to IMPOSSIBLE in combining science-positioned supplements with branded athletic apparel for high-performance consumers.
• Laird Superfood: Functional food and beverage brand with plant-based supplements and branded apparel. Comparable multi-category DTC model (drink mixes + apparel/accessories) targeting active-lifestyle consumers.
• Ten Thousand: Premium men's training apparel brand positioned for high-performance athletes. Already an IMPOSSIBLE collaboration partner, and competes in the same performance-shirt category with similar price points ($30-65 range).

Emerging players

• Alpha Lion: Supplement brand targeting serious athletes and lifters with energy, pump, and recovery formulations. Direct competition in the athlete-focused energy drink mix segment with similar pricing and DTC distribution.
• Rhone: Premium men's performance apparel brand with strong DTC and content marketing engine. Comparable to IMPOSSIBLE in the high-performance men's shirt category and in content-led brand building, though without the supplement layer.
• Beam: Functional beverage and supplement brand with CBD-infused recovery/sleep products. Overlaps with Impossible Sleep in the recovery/sleep drink mix category and competes for the same wellness-oriented athlete consumer.
• Momentous: Premium human-performance supplement brand (sleep, recovery, energy) with athlete endorsement base. Comparable science-backed positioning to Impossible Sleep and Energy, with similar price points and DTC-led distribution.

Broad incumbents

• Gymshark: Global athletic apparel incumbent that has expanded into supplements (Gymshark64, vitamins). Comparable DTC + athlete-brand model but at materially larger scale and broader product breadth than IMPOSSIBLE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/impossiblehq
• YouTubeyoutube.com/impossiblehq
• Facebookfacebook.com/impossiblehq
• Instagraminstagram.com/impossiblehq
• TikToktiktok.com/impossible
• LinkedInlinkedin.com/company/impossible

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IMPOSSIBLE