Drinking water isn’t exactly high-tech, at least not historically. Lately, though, new technology such as $80 “smart” water bottles that monitor your water intake and give you reminders to drink water and companies that use electrolytes and other nutrients to gussy up water have emerged. But one company, El Segundo-based FluidLogic, just raised $15 million to go beyond that and give water the 21st-century touch.
Last week the company announced a $15 million extension to its series A funding round led by the private equity firm Solyco Capital. The company declined to disclose how much it raised in total.
Solyco Capital is joining a rather active roster of investors – some of FluidLogic’s early backers include Jrue Holiday, a two-time National Basketball League All-Star and Paris 2024 Olympic gold medalist. Also on that roster are soccer player and Olympic medalist Lauren Holiday and NASCAR championship winner Jimmie Johnson.
Perhaps the sports-studded investing team has to do with the product’s origin story. FluidLogic was cofounded in 2016 by motorsports enthusiast and off-road motorcyclist Ed Jaegar. The company was founded on the idea of active hydration – instead of depleting your energy and hydrating afterward, or by aestheticizing water consumption through stainless steel $50 Stanley cups, what if you could stay hydrated and remain at peak performance all the time?
“We get ourselves into a state of dehydration and then we need special tools to get us out of that. And those have the electrolytes and they have the salts and they have the sugars,” said Sara Blackmer, the chief executive at FluidLogic. “And those recovery supplements are really focused around the fact that you’ve got yourself to that state. Active hydration is the premise that if we help you stay hydrated from the beginning, you never get into a state of dehydration.”
FluidLogic is different from high-tech water bottles and electrolyte-packed drinks. Blackmer,…
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