See how a tea recipe crafted for a mountaineer became a packaged brand

What is your background and how did SUPERBOLT come to be?

Back in 2018, I was working for a production company and running my own small boutique branding agency in Hawaii while simultaneously running a food truck as a side business. The food truck specialized in selling single origin coffee from the Big Island, as well as teas and sandwiches. It was during this period that my father shared with us a tea he had developed with his team in the late 80's for mountaineer legend Ed Veisturs. He suggested that we offer this tea in our food truck.

After a few months, I was surprised by the number of endurance-based athletes who frequented our truck before their surfing, running, or cycling sessions. They found our tea to be a cleaner source of energy without the jitters or crash commonly associated with other products. This realization alongside my experience in branding and content creation served as the catalyst for starting an athletic performance tea company, which we now know as SUPERBOLT.

What is the particular reason behind targeting the athlete audience and what aspects of the brand tend to most appeal to this audience?

The decision to target the athlete audience stemmed from recognizing a void in the market for teas specifically tailored to their needs. Many energy products in this category are laden with sugar and high levels of synthetic caffeine. Our aim was to create a brand that offered zero-calorie, all-natural products that athletes of all levels could trust, from casual joggers to Olympic-level endurance athletes.

There is a prevalent misconception in this industry that equates high caffeine with energy, but that is not the case. Our team set out to develop products that combine natural levels of caffeine with adaptogens and superfoods. These ingredients assist in managing internal stress while providing mental and physical performance benefits. Key ingredients, such as Siberian Ginseng and Yerba Mate, combined with the mild levels of slow releasing caffeine from tea is what makes our products unique and effective.

Our goal at SUPERBOLT is to not only cater to professional athletes but anyone looking to maximize their performance both physically and mentally whether it's a mom working a late night shift in the film industry who relies on long lasting energy or the high school athlete looking to develop healthier habits.

How did you come to curate the ingredients for SUPERBOLT's tea blend?

The process of curating the ingredients for our tea blend was a meticulous one. It originated from Ed Viesturs' request for a clean product with an abundance of ingredients that would trick his body into thinking it was consuming food. When operating at high elevations of 8000+ meters, meticulous care must be taken regarding consumption, as any stomach issues, jitters, or anxiety can significantly impact an expedition's outcome.

Hence, our core tea blend contains carefully selected teas for caffeine content, accompanied by a thoughtfully curated addition of eight superfoods and adaptogens. For our other products, we follow the same philosophy, creating different blends tailored to different parts of the day, including two focused on energy and two on recovery. Throughout our product development, we prioritize sourcing the highest quality organic ingredients available to us.

What does the packaging process with local businesses look like for SUPERBOLT?

I personally handle all local orders within Canada in-house. I pack the orders with hand-written notes, often including stickers or athletic-related gifts, and then deliver them to the local post office.

Shipping rates within Canada tend to be high due to the country's vast geographical nature. However, we strive to keep it affordable for our customers by offering a flat fee of $5 for shipping anywhere within Canada and free shipping over $40.

As for orders within the United States, we have established a partnership with a third-party logistics provider (3PL) based in Nevada. This collaboration has been fantastic as it allows us to offer FREE shipping to our customers in the USA. While many consumers now expect free shipping due to the influence of conglomerates like Amazon, we endeavor to compete and provide the best service we can.

How do you differentiate SUPERBOLT from other companies in the tea industry in terms of innovation, and how does it exceed the lack of innovation that is present?

SUPERBOLT sets itself apart from other companies in the tea industry through its dedication to innovation. Our products are 100% organic and zero calories, with our tea bag product certified organic by the USDA. We prioritize the creation of unique blends that provide both physical and mental stimulation, focusing on harnessing the benefits of individual ingredients rather than relying solely on high levels of caffeine.

Our vision is to contribute to a world that is free from refined sugar, high fructose corn syrup (HFCS), sucrose, fruit juice concentrates, and synthetic ingredients. By offering teas that are naturally energizing and incorporate adaptogens and superfoods, SUPERBOLT, along with its invaluable partners, aim to lead the marketplace in innovative, healthy beverages. We believe in the power of nature and strive to provide athletes and individuals with a healthier, more sustainable choice for their performance and wellness needs. Through our commitment to quality, organic ingredients and our dedication to creating innovative blends, we aim to redefine the tea industry and empower individuals to perform at their best, both physically and mentally.