Eric Gricus grew tired of relying on over-the-counter pain relievers like Tylenol and Advil to address inflammation, aches and pains after a day on the mountain skiing or afternoon rafting down the river.
So, Gricus, who spent years focused on economic development through entrepreneurship, decided to launch his own recovery brand. He founded Louisville-based Amari, a plant-based sports recovery drink, in April 2020.
Amari originally sold powder supplements, similar to Emergen-C packets, intended to keep consumers hydrated and kick-start their post-activity recovery. Earlier this year, the startup pivoted its product from powder supplements to ready-to-drink beverages offering the same benefits.
Gricus said the pivot is a result of customer feedback. He noticed he sold more Amari products when he made the drink in front of people be it at a demonstration table at the grocery store or at an event.
The tipping point for Amari’s switch took place at Salida’s whitewater festival FIBArk and a pickleball tournament in 2022.
Gricus had a table set up at FIBArk but wasn’t selling much of Amari’s powder supplements. Across the street, he saw a 10-year-old selling lemonade in droves. The following weekend, Amari sponsored its first pickleball tournament. At the tournament, Gricus took a note out of the 10-year-old's playbook and sold Amari recovery lemonades. At the time, that meant mixing Amari recovery powder with Country Time lemonade.
“It was a hit,” Gricus said. “I had a line around the corner.”
From February to March 2023, Amari beta tested its new ready-to-drink line and launched it at the tail end of ski season.
Its new, non-sparkling recovery sports drinks come in two flavors — tangerine and berry lemonade. The drinks include turmeric, ashwagandha and 30 milligrams of CBD.
Gricus said Amari is a “better for you” sports drink that addresses inflammation rather than sugar and protein levels like other sports drinks on the market. Its target audience is pickleball players and “off-the-couch everyday athletes” who want to be active with family and friends.
Amari’s new products are available to order online or purchase at more than 40 retail locations, such as Lucky’s Market in Fort Collins, Breckenridge Market & Liquor and Village Market in Edwards.
The Louisville-based company plans to launch lemon-lime, raspberry hibiscus and blackberry grapefruit flavors within the next year.
