Annie Thorisdottir Becomes a Key Investor in Yerbae, Joins Board
The two-time CrossFit Games champion has further expanded her business portfolio. Annie Thorisdottir has become an investor in Yerbae, the clean beverage company that combines yerba mate with loose leaf tea to create a caffeinated drink stronger than coffee or black tea.
The details: Iceland Annie first signed with Yerbae to become a brand ambassador the day before the 2021 CrossFit Games, becoming the first athlete to join forces with founders Karrie and Todd Gibson.
- Six weeks after agreeing to become a Yerbae ambassador, Thorisdottir took on an even larger role as an investor that would include a spot on the board.
One big thing: While CrossFit Games athletes have held various ownership roles, partnerships or co-founder statuses, Thorisdottir’s investment is unique and possibly a first of its kind for a Games athlete. Her financial investment in an outside company is closer aligned to moves being made in other pro sports like Lebron James and Steph Curry, who have both invested millions in a growing portfolio of companies.
- Athletes like Rich Froning and Jason Khalipa have gone on to build empires around the gym brands CrossFit Mayhem and NCFIT.
- Josh Bridges built a direct-to-consumer coffee start-up, Good Dudes Coffee.
- Mat Fraser launched his own training app, HWPO.
- Margaux Alvarez launched her own wine-making business, The Vine Yard.
- Jacob Heppner launched several start-ups, one of which was just acquired by PushPress.
The bottom line: We don’t know the financial specifics, but this is unique, and potentially the start of a new wave of Games athlete investors setting themselves up for a future beyond the competition floor that doesn’t include their gym or programming.