How Phizz is Leading the UK's Hydration, Vitamin and Electrolyte Boom | Dan Cray

Discover the remarkable journey of Daniel Cray, the Australian entrepreneur who left his advertising career to revolutionise hydration with Phizz – a three-in-one tablet that's changing how we think about wellness. Born from Dan's personal struggle with dehydration during long-haul flights, Phizz has evolved from a bootstrapped startup to the UK's leading electrolyte brand used by everyone from Premier League footballers to international travellers.

This conversation reveals the audacious "go big or go home" mindset that drove Dan and his co-founders to relocate from Australia to London without connections or guaranteed funding. You'll hear how they strategically built credibility through partnerships with prestigious brands like Emirates Airlines and W Hotels before eventually breaking into retail and experiencing explosive growth – expanding from £250,000 to nearly £10 million in annual revenue.

Dan offers fascinating insights into the science of hydration, explaining how proper electrolyte balance affects not just athletic performance but everyday energy, focus, decision-making, and even immune defence. He shares why Phizz maintains scientific integrity by including glucose in their formula despite "sugar-free" trends, and how they've created an entirely new retail category of "hydration enhancers" that's transforming wellness habits across the UK.

The episode also explores pivotal challenges, from manufacturing mishaps to navigating co-founder transitions, illuminating the resilience required to build a successful consumer brand. As Phizz expands into Middle Eastern and European markets, Dan's story demonstrates how identifying an underserved category, maintaining scientific credibility, and executing strategic retail expansion can transform a personal problem into a global wellness solution.

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Apple Podcast

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