JOCKO FUEL

About JOCKO FUEL

Jocko Fuel operates in the sports nutrition and lifestyle products market, offering consumables to a performance-driven consumer base. The company was conceptualized in 2017 through a partnership between decorated retired Navy SEAL Jocko Willink and Pete Roberts, the founder of apparel and gear manufacturer Origin USA. Brian Littlefield is also a co-founder, serving as the company's Chief Product Officer. The venture began as an extension of Origin, which was already known for its Made-in-the-USA manufacturing, and officially launched its first product, Joint Warfare, in 2018.

Willink's background as a 20-year Navy SEAL, commander in the Battle of Ramadi, and recipient of the Silver and Bronze Stars, underpins the brand's ethos of discipline and performance. After retiring, he co-founded the leadership consulting firm Echelon Front and became a best-selling author and popular podcaster, using his platform to advocate for a disciplined approach to life and fitness. This foundation provided a built-in audience for Jocko Fuel. Co-founder Brian Littlefield, the self-described "Mad Scientist," brings over a decade of experience in nutraceuticals and a personal passion for creating clean, healthy supplements, a journey influenced by witnessing his brother's battle with childhood cancer. CEO Pete Roberts founded Origin with a focus on reviving American manufacturing, a principle that extends to Jocko Fuel where possible.

The company manufactures and sells a range of nutritional products, including "MÖLK" protein powders, "Jocko GO" ready-to-drink energy drinks, pre-workout powders, and various supplements in capsule form. A key differentiator is the commitment to using clean ingredients, with products being free from artificial sweeteners, flavors, or chemical preservatives; the energy drinks, for example, use nootropic ingredients and monk fruit as a sweetener. This focus on clean labels addresses a market gap for health-conscious consumers. Revenue is generated through a multi-channel sales model that includes direct-to-consumer sales via its website, a significant presence on Amazon, and retail partnerships with stores like The Vitamin Shoppe and Wawa. This strategy proved effective, with the company doubling its sales annually for several years and receiving a $30 million minority investment from Goode Partners in March 2022 to accelerate growth.