Gatorade started it all, but sports drinks continue to evolve. Defy is a sports drink startup company using a hall of fame athlete on the label (and financier). The beverage replaces electrolytes, supplements with B vitamins—and uses “performance spectrum” cannabinoids—CBD and others. Senior editor Todd Runestad gets off the sidelines and into the action with Defy CEO Megan Bushell as they discuss:
- How to navigate distribution, bioavailability concerns, consumer appeal and celebrity backing.
- Why the company selected the suite of “performance spectrum” cannabinoids in addition to CBD.
- How quality concerns up and down the decision tree led the company to its present position