BrainTree Nutrition

What BrainTree Nutrition does

BrainTree Nutrition is a privately held, Austin, Texas-based direct-to-consumer nutritional supplement company founded in 2020 by former NFL safety Andrew Sendejo after a 12-year professional football career. The company formulates sugar-free nootropic and electrolyte drink mixes combining ingredients such as L-Tyrosine, Taurine, Choline Bitartrate, and a full electrolyte profile with Pink Himalayan Salt, and has since extended its portfolio into capsules (Brain Energy), creatine, sleep formulas (Sleep Peptide), and oral focus pouches. Manufacturing is performed at an NSF Certified for Sport, cGMP, FDA-registered facility in Texas, with third-party batch testing and Certificates of Analysis for every lot — a positioning the company leverages heavily against both sugary electrolyte drinks and traditional coffee/energy drinks.

The business model is omnichannel but DTC-anchored: primary revenue flows through a Shopify e-commerce storefront with a Subscribe & Save subscription tier offering 35-50% recurring discounts and a bundle-builder tool that scales discounts up to 40% across multi-bag purchases, supplemented by an Amazon storefront, regional wholesale through 50+ GNC stores and 80+ pharmacy/health food locations in Texas and Oklahoma, and a GovX-verified military and first-responder discount channel. Pricing is premium, anchored at approximately $1.06 per serving on subscription and $2.24-$2.55 per serving for variety packs at one-time retail.

Customer acquisition is heavily athlete-driven, with NFL (Harrison Smith), UFC (Eryk Anders), Olympic (Austin Krajicek), and MLS (Luke Haakenson) ambassadors providing credibility in the performance and recovery category, alongside clinician endorsement through frontrowMD (1,145+ verified clinicians). Marketing is amplified by earned media in Forbes, Bloomberg, Apple News, and Yahoo Finance. The company is bootstrapped — no disclosed funding rounds, parent company, or institutional investors — operates with a 1-10 employee team, and has begun to expand into adjacent brands, evidenced by the Brain Peptides sub-brand at braintreenutritionlabs.com.

Name

BrainTree Nutrition

Legal name

BrainTree Nutrition

Website

https://braintreenutrition.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

BrainTree Nutrition is an Austin, Texas-based DTC supplement company founded in 2020 by former NFL player Andrew Sendejo, formulating sugar-free nootropic and electrolyte drink mixes plus capsules, creatine, sleep formulas, and focus pouches, sold via Shopify, Amazon, GNC, and regional pharmacies to athletes, executives, and high-performers.

Ownership category

akta.pro rank

Product category

Nootropic Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

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

Keywords

• Nootropic supplements
• Electrolyte drink mixes
• Cognitive support beverages
• Functional hydration products
• Sports nutrition supplements

Headquarters

HQ city

Austin

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales through owned e-commerce storefront (braintreenutrition.com) with Shopify platform. Primary revenue stream from Focus + Hydration drink mixes and complementary products. Subscription (Subscribe & Save) model offers 35% recurring discount, generating predictable recurring revenue.
2. One-Time Product Purchases: Individual one-time purchases of drink mixes, bundles, and supplements at full retail price without subscription commitment.
3. Amazon Marketplace Sales: Sales through Amazon storefront, providing additional distribution and revenue channel for customers preferring third-party marketplace purchases.
4. Wholesale Distribution: Wholesale sales through retail partners including GNC stores, pharmacies (Alive + Well Pharmacy, People's RX), health food stores, and gyms across Texas and other states.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

BrainTree Nutrition formulates, manufactures, and sells sugar-free nootropic and electrolyte drink mixes, capsules, and oral pouches combining electrolytes, amino acids, adaptogens, and proprietary brain-health ingredients (Cognizin, Peak ATP, Enfinity, PeptiSleep, CherryPure, goBHB, Pürest Creatine) for cognitive performance, hydration, focus, energy, sleep, and recovery. The flagship Focus + Hydration soluble powder mix is sold direct-to-consumer through a Shopify storefront with a Subscribe & Save subscription model, plus Amazon and wholesale retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Focus + Hydration Nootropic Electrolyte Drink Mix

Quantifiable outcome

• 4.8/5 average rating from 1,700+ verified reviews
• +5 more outcomes

Named customers5 records

Segments5 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

Feature8 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NeuroGum: NeuroGum is a nootropic chewing gum brand combining caffeine, L-theanine, and B vitamins for focus. It directly competes with BrainTree's Focus + Energy Pouches in the on-the-go, fast-onset nootropic delivery format for the same high-performer customer.
• LMNT: LMNT is a sugar-free electrolyte drink mix brand built around sodium, potassium, and magnesium ratios for hydration. It directly overlaps with BrainTree's Focus + Hydration product in formulation, format (powder stick packs), and target market of athletes and high-performers.
• Onnit (Alpha Brain): Onnit markets Alpha Brain, a flagship nootropic supplement, alongside a broader fitness and nutrition portfolio. It competes with BrainTree for the same cognitive-support customer and shares the science-backed, athlete-endorsed marketing approach.
• Liquid IV: Liquid IV is a hydration multiplier drink mix using Cellular Transport Technology, sold through DTC, Amazon, and mass retail. It is BrainTree's closest direct competitor in the electrolyte drink mix format with comparable pricing and broad consumer reach.
• Thesis: Thesis is a nootropics brand offering personalized supplement blends targeted at cognitive performance, focus, and clarity. It overlaps directly with BrainTree's nootropic positioning and shares the same e-commerce, science-backed, premium DTC marketing playbook.
• Momentous: Momentous is a premium sports and cognitive nutrition brand offering creatine, nootropics, and recovery supplements marketed to elite athletes and high-performers. It competes directly with BrainTree's Brain Energy, Creatine, and Sleep lines for the same professional athlete customer segment.
• Neurohacker Collective (Qualia): Neurohacker Collective produces the Qualia line of nootropic supplement stacks with clinically-dosed branded ingredients. It competes with BrainTree on the same cognitive-support value proposition using similar patented ingredient technologies.
• AG1 (Athletic Greens): AG1 is a leading daily nutritional drink mix founded by Chris Ashenden, combining vitamins, minerals, probiotics, and adaptogens into a single serving. Like BrainTree, it sells premium subscription-based drink powders through DTC e-commerce targeting high-performance consumers, and competes in the same cognitive/wellness positioning.

Emerging players

• Muse: Muse is a nootropic beverage brand offering sparkling drinks with functional ingredients for focus and calm. It is an emerging direct competitor in the cognitive-support beverage category but operates in a ready-to-drink rather than powder format.
• Kin Euphorics: Kin Euphorics is a functional non-alcoholic beverage brand using adaptogens and nootropics for mood and relaxation. It is adjacent to BrainTree's positioning as a premium functional beverage brand targeting performance-oriented consumers seeking alternatives to alcohol and traditional energy drinks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/braintree-nutrition

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&A

Investments

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

Frequently asked questions about BrainTree Nutrition