Electro

About Electro

Electro is a health and wellness brand creating functional chewing gum for athletes and high-performers. The company developed Electro Gum, a product featuring a patented liquid core that delivers electrolytes through buccal absorption in the mouth. This delivery mechanism is designed to work in 5-10 minutes, bypassing the digestive system for faster uptake compared to traditional hydration drinks.

The concept for the company, originally named ElectroChew, came from co-founder Cary Vick. The idea emerged after an illness prevented him from keeping liquids down, leading him to wonder if electrolytes could be delivered through chewing gum. Before launching, Vick, who graduated from Florida Gulf Coast University with a degree in Entrepreneurship, validated the product with athletes across various professional and collegiate sports, including the NBA, NFL, and NCAA, receiving positive feedback. The gum is sugar-free, vegan, and compliant with NCAA and FDA standards.

Electro's business model is primarily direct-to-consumer (DTC) with a subscription option. The company markets its products by establishing a large network of athlete ambassadors. It has built a network of over 4,200 college athlete ambassadors and collaborates with professional athletes, leveraging Name, Image, and Likeness (NIL) opportunities to empower athletes and build its brand.