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.
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