What Hydraid® does

Hydraid® is a DACH-focused sports hydration brand operating under the legal entity True Sports Labs GmbH, founded in Munich in 2021 by co-managing directors Dominik Winter and Fabian Winter. The company sells carbohydrate-electrolyte hydration powder sticks under the Hydration Helper® line, formulated on the sodium-glucose co-transporter mechanism and slightly hypotonic to optimize water absorption during exercise. Each stick mixes with 400–500 ml of water and delivers over 1,000 mg of electrolytes (sodium, potassium, chloride, magnesium) with under 2 g of sugar per 100 ml — roughly 60% less sugar than typical German sports drinks. The portfolio spans a core 8-flavor range, two 2024-launched extension lines (Energy with 100 mg caffeine and L-Theanine; Immunity with vitamins, zinc, Echinacea, and beta-glucans), multi-flavor starter sets, and a reusable Tritan hydration bottle. All products are made in Bavaria, Germany, and certified under the Kölner Liste® for doping-free professional sport use since 2024.

The business operates a hybrid DTC-plus-retail model. The primary channel is the company's own Shopify-powered e-commerce store at hydraid.com, offering the full SKU range with one-time purchase pricing (€9.99–€63.96) and direct shipping to Germany, Austria, and Switzerland. Physical retail is selective — only 6-pack Lemon and Berry formats are stocked at dm, Rossmann, and Müller in Germany and dm and Billa PLUS in Austria — functioning as a top-of-funnel trial mechanism rather than the primary revenue channel. A B2B channel handles bulk orders for sports clubs, studios, teams, and corporate accounts via email inquiry. Marketing combines content marketing on hydration science, Instagram and Facebook organic and paid social via Meta Pixel, Klaviyo email with double opt-in, WhatsApp customer support, and an athlete ambassador program of 20+ professionals including Olympic long jump champion Malaika Mihambo. Event sponsorships at Marathon München and Pace Race plus an official hydration partnership with FC Bayern Basketball anchor the brand's performance-sport positioning.

At scale, the company reports 200,000+ customers, 20 million sticks sold cumulatively, and a 4.7-star rating across 100,000+ verified reviews. No external funding rounds, parent companies, or institutional investors are disclosed; ownership commentary describes an independent, founder-led private company. The brand is registered as a trademark, Kölner Liste® certified, and operates from two Munich addresses — Isarwinkel 2a (registered office) and Fäustlestraße 7 (operational office). Revenue, headcount, and ARR are not publicly disclosed.

Name

Hydraid®

Legal name

True Sports Labs GmbH

Website

https://hydraid.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Hydraid® is a Munich-based sports hydration brand, founded in 2021, that sells sodium-glucose co-transporter-formulated electrolyte powder sticks under the Hydration Helper® line to everyday athletes across Germany, Austria, and Switzerland via DTC e-commerce, selective drugstore retail, and event sponsorships.

Ownership category

akta.pro rank

Product category

Sports Hydration Powders

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Sports Drinks & Hydration Beverages (CRADAHAK)

akta.pro secondary industries

Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Functional Hydration & Electrolyte Water Production (AFAFAFAH)

Keywords

• Sports nutrition powders
• Electrolyte hydration supplements
• Carbohydrate electrolyte drinks
• Athletic performance hydration
• Functional hydration sticks

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

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

Revenue model

1. Direct E-commerce Sales: One-time purchase model for powder sticks through own online store. Products sold as starter sets (6-36 sticks) and individual doybag refills (20-30 sticks). Subscription option not explicitly mentioned.
2. Retail Distribution: Sale of select SKUs (6-pack Lemon and Berry) through retail partners in Germany (dm, Rossmann, Müller) and Austria (dm, Billa PLUS).
3. B2B/Enterprise Sales: Bulk ordering for sports clubs, studios, teams, and companies with individualized pricing available upon request at [email protected].

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hydraid® manufactures and sells carbohydrate-electrolyte hydration powder sticks under the Hydration Helper® brand, designed to be mixed with 400–500 ml of water for rehydration during and after physical activity. The portfolio spans the core Hydration Helper® line (8 flavors), Hydration Helper® Energy with natural caffeine and L-Theanin, and Hydration Helper® Immunity with vitamins, zinc, and Echinacea, plus starter set bundles and a reusable hydration bottle accessory. Products are sold direct-to-consumer through hydraid.com and through select retail partners in Germany and Austria.

Product overview

Hydraid® is a German sports hydration brand (True Sports Labs GmbH, Munich, Bavaria) founded in 2021, selling smart hydration stick products for everyday athletes. The core offering is the Hydration Helper® line — carbohydrate-electrolyte powder sticks that mix with water to create a hypotonic hydration drink. This is complemented by two add-on modules: Hydration Helper® Energy (with added caffeine and L-Theanin for focus) and Hydration Helper® Immunity (with added vitamins, zinc, Echinacea, and beta-glucans for immune support). Starter sets provide entry bundles for each product line. A reusable Tritan hydration bottle is also offered as a companion accessory. The complete portfolio is available via direct-to-consumer online shop (shipped to Germany, Austria, and Switzerland) and selected retail partners (dm, Rossmann, Müller in Germany; dm, Billa PLUS in Austria). The company has certified its products through the Kölner Liste® for doping-free athletic use and is endorsed by 20+ professional athletes including Olympic long jumper Malaika Mihambo.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydration Helper® Flagship carbohydrate-electrolyte hydration powder in stick format that mixes with 400–500 ml of water to create a slightly hypotonic drink with 1,000+ mg electrolytes (sodium, potassium, chloride, magnesium) and under 2 g sugar per 100 ml. Based on the sodium-glucose co-transporter mechanism to support improved water absorption during and after physical activity. Sold as 30-stick doybag refills at €29.99 across 8 natural fruit flavors.
• Hydration Helper® Energy Functional variant of Hydration Helper® enhanced with 100 mg natural caffeine from green and black tea extracts and 150 mg L-Theanin per stick for focus and concentration, combined with the same 1,115 mg electrolyte base and B vitamins and zinc. Available in Iced Tea Peach and Iced Tea Lemon flavors in 20-stick doybags at €29.99. Maximum 2 sticks per day recommended; not suitable for children, pregnant, or breastfeeding individuals.
• Hydration Helper® Immunity Functional variant of Hydration Helper® supplemented with 300 mg Vitamin C, 20 µg Vitamin D3, 10 mg zinc, copper, manganese, selenium, Echinacea purpurea root extract, and beta-glucans from yeast, plus a B-vitamin complex (Niacin, B5, B6, B12, Thiamin, Biotin). Available in Lemon-Ginger and Tangerine flavors in 20-stick doybags at €29.99. Maximum 1 stick per day recommended.
• Hydration Helper® Starter Set Entry trial bundle containing 24 sticks across 8 flavor varieties of the core Hydration Helper® line, priced at €34.99 (reduced from €44.98, ~22% savings vs. individual purchase). Backed by a 30-day satisfaction guarantee.
• Hydration Helper® Starter Set Premium Premium trial bundle containing 36 sticks across 12 varieties of Hydration Helper® flavors, priced at €49.99 (reduced from €63.96, ~22% savings). Designed for new customers who want the broadest flavor exploration before committing to doybag refills.
• Hydration Helper® Starter Set Energy Six-stick trial bundle for the Energy line (3 sticks each of Peach Iced Tea and Lemon Iced Tea), priced at €9.99. Includes the full electrolyte formula plus 100 mg caffeine and 150 mg L-Theanin per stick.
• Hydration Helper® Starter Set Immunity Six-stick trial bundle for the Immunity line (3 sticks each of Tangerine and Lemon-Ginger), priced at €9.99. Includes 1,115 mg electrolytes plus 4 vitamins and zinc per stick.
• Hydraid® Hydration Bottle Reusable drinking bottle made from BPA-free Tritan plastic, lightweight and durable, designed for repeated refilling with Hydraid® stick mixtures during cycling, running, and hiking.

Quantifiable outcome

• Under 2g sugar per 100ml - 60% less than typical German sports drinks (median)
• +4 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• FC Bayern BasketballflagshipGTM or Marketing PartnerOfficial hydration partner for FC Bayern Basketball professional basketball team. The partnership provides brand visibility with one of Germany's most prominent sports clubs and product endorsement through team usage.
• Marathon MünchencoreGTM or Marketing PartnerOfficial hydration partner at Marathon München, one of Germany's major marathon events. Brand presence at the event and product sampling opportunities for endurance athletes.
• Pace RacecoreGTM or Marketing PartnerOfficial hydration partner at Pace Race running events. Event-based marketing activation and product distribution at running competitions.
• Malaika MihambocoreGTM or Marketing PartnerOlympic long jump champion and brand ambassador. Professional athlete endorsement providing credibility in the performance sports segment.
• Marc TortellminorGTM or Marketing PartnerProfessional middle-distance runner and brand ambassador providing testimonial for product effectiveness in endurance performance.
• Julian KösterminorGTM or Marketing PartnerProfessional handball player and brand ambassador. Testimonial highlighting product effectiveness for team sports with high sweat loss.
• Shopify International LimitedcoreTechnology or IntegrationE-commerce platform hosting provider for hydraid.com online store. Shopify provides the technical infrastructure for the direct-to-consumer sales channel.
• Stripe Payments Europe Ltd.coreTechnology or IntegrationPayment processing service for online transactions through Shopify Payments. Handles credit card, Apple Pay, Google Pay, and other digital payment methods.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LMNT: Premium electrolyte drink-mix brand with a science-forward, low-sugar positioning aimed at athletes and low-carb consumers. Comparable to Hydraid® in its stick-powder format, hypotonic formulation emphasis and strong educational content marketing.
• Precision Hydration: Endurance-athlete focused hydration brand with personalized electrolyte mixes. Overlaps with Hydraid® in the high-performance, endurance-sports segment and shares the educational, science-led content approach.
• Nuun: Effervescent tablet-based electrolyte brand that pioneered the portable, low-sugar hydration category. Competes with Hydraid® for the same 'better than sugary sports drinks' consumer occasion and has an established retail presence in sporting goods and natural channels.
• SOS Hydration: Medical-grade electrolyte hydration brand selling portable stick packs and ready-to-drink SKUs. Directly comparable product format and a similar premium, science-credibility brand narrative to Hydraid®.
• Skratch Labs: Sports hydration brand founded by a pro sports scientist, focused on athletes and endurance use cases with a science-led formulation approach. Highly comparable to Hydraid®'s performance-sports positioning and athlete-ambassador strategy.
• Liquid IV: US-based DTC electrolyte powder brand built around a similar hydration-mix stick format with sugar-free and sugar-containing SKUs. Hydraid® mirrors Liquid IV's portable stick positioning, ingredient storytelling and multi-channel retail-plus-DTC GTM, just at a smaller, DACH-focused scale.

Emerging players

• Cure Hydration: Premium, clean-ingredient hydration brand positioned for everyday wellness rather than elite sport. Represents the adjacent 'everyday functional hydration' positioning Hydraid® could evolve into as it broadens beyond the athlete core.

Broad incumbents

• Gatorade (PepsiCo): Global category leader in sports drinks and the dominant incumbent Hydraid® competes against in DACH retail. Sets the price-per-litre benchmark and the shelf-space reality Hydraid® must navigate to grow in drugstore and supermarket listings.
• Powerade (The Coca-Cola Company): Coca-Cola's sports drink brand competing directly with Gatorade and Hydraid® across retail and event channels. Represents the scale competitor any Hydraid® retail expansion must contend with on shelf and pricing.
• Isostar: Established European sports nutrition brand with deep presence in cycling, running and team-sport channels. Particularly relevant competitor in the DACH sporting-goods and event-hydration segment where Hydraid® also operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/hydraid
• Facebookfacebook.com/hydraid

Compliance1 record

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 Hydraid®