O2 Founder on Scaling a Product Business: “Hardship is actually a great thing because it makes you better”

September 27, 2022 by
Photo Credit: Dave Colina

O2, named appropriately for the super oxygenated processing of the beverage, is a community-first sports recovery drink company that, while founded in 2014, significantly grew in popularity during the onset of the pandemic in 2020 when they piloted a profit-sharing program with gyms. 

The next year, 2021 was a more challenging year for the business, but they’ve continued to innovatively find ways to stay profitable in a crowded retail and wholesale industry. 

Founder and CEO Dave Colina, who has been CrossFitting since 2011, didn’t have a CFO in March of 2020 when he made the bold decision to sell cases of O2 online to individuals who weren’t going to (or not allowed to go to) public gyms, with the opportunity to credit their box with 50 percent of the profits.

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