Fueling Trends: What’s Next in Health & Wellness?

Sipping Success: Influencers Redefining the Hydration Market

The ready-to-drink hydration sector is experiencing an influencer-led renaissance. Drinks like Logan Paul & KSI’s Prime Hydration, which reportedly generated over $250M in revenue in its first year, are setting benchmarks. Meanwhile, Lionel Messi's Mas+ targets a health-conscious global audience with its functional, nutrient-rich hydration. Alex Cooper’s Unwell Hydration brings a wellness-first angle with sleek branding, while Robb Wolf’s Sparkling LMNT taps into the low-carb and electrolyte-focused crowd.

These modern ventures echo past successes such as Vitamin Water, which saw a meteoric rise with 50 Cent’s investment, leading to a $4.1B Coca-Cola acquisition, and BodyArmor, which earned Kobe Bryant $400M when it was acquired by Coca-Cola. Yet, with Nielsen reporting a 7% annual growth in the functional beverage category, questions about over saturation arise. Are there too many players in the game?

Experts suggest the market will likely shift toward niche functionality in 2025—hydration drinks tailored for sleep, focus, or gut health may define the next wave. With consumers prioritizing authenticity and scientific backing, the challenge for new entrants will be to stand out in an increasingly crowded landscape.

Unrivaled: A New Era for Women’s Basketball

Women’s sports are gaining unprecedented momentum, and the launch of Unrivaled, a 3x3 basketball league set to debut in January 2025, marks a pivotal moment. This league, featuring high-profile signings, promises a faster-paced format that could draw in a new generation of fans.

The timing couldn’t be better. The WNBA saw a 20% growth in viewership in 2024, alongside record-breaking merchandise sales and sponsorship deals. This trajectory underscores a broader cultural shift toward celebrating women athletes and investing in their platforms. Unrivaled’s format, with shorter games and tournament-style events, aligns with the rising demand for engaging, bite-sized sports entertainment.

The league’s success will likely have ripple effects across women’s sports, driving further investment and creating opportunities for visibility. With brands and broadcasters eager to capture this momentum, 2025 could be a breakout year not just for Unrivaled but for the entire landscape of women’s professional sports.

Frozen Gains: Protein Ice Cream Takes the Stage

For health-conscious Americans, the frozen aisle has transformed into a haven of guilt-free indulgence. The latest star? High-protein ice creams. Gone are the days when Halo Top dominated the market alone. Today, competitors like Favorite Day deliver 20g of protein per pint, while Natty Ice Cream ups the ante with a hefty 40g. Then there’s Smearcase, which reimagines frozen treats with a high-protein, low-fat cottage cheese base packing an impressive 39-44g of protein per serving.

This trend mirrors a larger shift in consumer behavior. Data from IRI shows a 12% increase in high-protein product sales in the last year, as more Americans recognize the role protein plays in supporting weight management, muscle health, and overall vitality. Beyond ice cream, expect to see this trend spill into other categories like snacks, baked goods, and even coffee drinks.

As innovation ramps up and taste profiles improve, protein-enriched products are no longer niche—they’re mainstream. Heading into 2025, brands that balance flavor, nutrition, and accessibility will dominate this growing space.

🌟 Other News

• ⚽ Baller League is coming to the U.S. and U.K. in 2025, led by stars like KSI, Gary Lineker, and Luis Figo. The six-a-side format was co-founded by Felix Starck and football legends Mats Hummels and Lukas Podolski.

• 🕹️ The International Football Association Board approved expanded trials for Football Video Support (FVS), where coaches can challenge referee decisions.

• 🥗 AG1 introduces vending machines to make its popular supplement accessible anytime.

• 🎾 USTA partners with LEAD to fast-track innovation in tennis technology.

• 📺 Samsung Smart TVs now feature F45 Training workouts as part of their fitness programming.

• 🍸 Alex Cooper is launching Popular Vodka, adding another brand to her growing portfolio.

• 💪 Creatine gummies brand Create expands with powder stick packs, offering convenience for athletes.

💰 Money Moves

Wellness Investments:

• 🧠 Roon, an online medical resource, raised $15M in a Series A round to expand its platform.

• 🧪 WellRX acquired Bioreach, strengthening its lab diagnostics capabilities to scale preventative healthcare.

• 🤝 Fello, a peer-support app addressing loneliness, secured $7.3M in seed funding.

• 🍫 Planet A Foods, a sustainable chocolate alternative producer, raised $30M Series B to disrupt the $130B global chocolate market.

Human Performance Investments:

• 🥊 GROWL raised $4.75M for an AI-powered, life-sized interactive boxing and fitness coach that gamifies workouts.

• ⚽ Russell Westbrook invested $10M in OKC’s new soccer stadium and entertainment district, fueling community development.

• 🦅 The Eagles franchise reached an $8.1B valuation after selling minority stakes totaling 8% ownership.

• 🏀 Former NBA champion World Peace partnered with Stephen Stokols to create Tru Skye Ventures, a sports tech VC fund with a $100M target by Q1 2025.