Our Story
In the heart of innovation and expertise, our company was born from a unique convergence of minds and passions. Each of us, recognized as a thought leader in our respective fields, found our paths interwoven through a rich tapestry of friendships, professional collaborations, and shared victories on the sports field. It was these serendipitous connections, formed over years of mutual admiration for each other's work, that laid the foundation for what would become not just a company, but a groundbreaking collective poised to redefine the Sideline Hydration Equipment industry.
Our journey began as a series of conversations — some over coffee, others during exhilarating sports matches, and many within the collaborative spaces of our professional lives. These interactions, fueled by a shared vision for excellence and innovation, gradually evolved into a compelling idea: to combine our diverse expertise into a singular force that could tackle challenges no one of us could face alone. From these ideals, our company emerged as a testament to what can be achieved when like minds unite under a shared goal, driven by the desire to create, innovate, and deliver the next generation of sideline hydration equipment and on-field services.
Joel Gould
Equipment Innovation
Chief Innovator of the next generation of sideline hydration equipment and on-field hydration management services.
Aaron Hillegass
Engineering and Technology
Aaron's leadership in engineering, machine learning, data science, and software development ensures our equipment meets the highest standards.
Tony White
Operations & Manufacturing
Specializing in growth and innovation through strategic planning, service design, process improvement, and relationship management.
Cindy Feinauer
Retail & Online
A passion for delivering compelling GTM strategies, and differentiated product offerings that drive revenue and profit growth.
Ko Yamamoto
Team Travel & Logistics
Expert in the Hospitality Industry, Event Management, and Complex Transportation including Mid to Large Jet Charter Programs.
Hein van Der Heijden
Creative
Talented creative visionary, over 30 years of experience with industry recognized solutions in graphic
design and creative direction.
Our Team
At the core of our mission lies a deep-seated commitment to revolutionizing sideline hydration for athletes, athletic trainers, and hydration brands alike. Our approach is rooted in an unwavering dedication to understanding and serving the intricate needs of these three pivotal groups. By integrating feedback from athletes who demand reliability in the heat of the moment, trainers who seek efficiency and effectiveness in their protocols, and hydration brands looking for innovative ways to deliver their products, we ensure our solutions are as comprehensive as they are cutting-edge.
Our philosophy is built on the foundation of consultation and innovation. We believe that by focusing on the intersection of the needs of athletes, trainers, and brands, we can create a synergy that elevates the performance and satisfaction of all involved. This holistic approach allows us to design and manufacture hydration equipment and services that not only support but enhance the athletic experience, ensuring optimal hydration is never a hindrance but a seamless part of the game. Through continuous research, collaboration, and refinement, we are setting new standards in the industry, ensuring that our products are not just tools, but pivotal components of athletic success on the field and brand success with the consumer.
Our Approach
Us in Numbers
$100M+
What our Clients Have Sold in Sideline Hydration Equipment
6
Activated Equipment for FIFA WCs
55
Equipment Activations at Large Strategic Events Including FIFA WC, Summer and Winter Olympics, UEFA EURO, and March Madness,
27
Years of Experience