Links mentioned in this episode TeachHoops.com NukeHydration.com — ready to drink clean sports hydration, shipped nationwide. Sample pack (two Lime Time, two OG Orange, plus extras) is $19.99 with shipping included. Use code YOUTHHOOPS15 for 15% off, sample pack included CoachingYouthHoops.com Is Your Kid Actually Hydrated, or Just Drinking Something Blue? The couple taking on Gatorade from a Mississippi warehouse. Coach Bill sits down with Marty and Lesley Frascogna, the husband and wife team behind Nuke Hydration and a sponsor of this show, which he discloses right up front. They found each other through a LinkedIn conversation, and Coach Bill's interest was simple: he was tired of picking up bottles full of dye and would never hand that to his own team. Lesley owns this part of the story. Gatorade, Gatorade Zero, a stretch where their son drank Prime because he thought it was cool, and some Propel because, as she puts it, in her brain clear must mean healthy. The tipping point was standing over a grocery cart loaded with Gatorade she was about to hand out to a house full of kids and feeling guilty about it. Marty's side was the Ironman. He came to triathlon with no background in it, and when his nutrition coach asked what he was actually putting in his body, the answer turned out to be not much: not enough sodium, not even enough fluid ounces. And he had played college sports. He thought he knew this stuff. This is the running argument of the episode. Coach Bill had heard the Ironman version. Marty, an attorney for eighteen years and self described steady hand, says the Ironman was the setup, but Lesley took it and ran. She is the impulsive one. She had also been a florist for twenty four years and wanted a career change, and so did he. Her one non negotiable from the start: it had to be ready to drink. Not a powder. A bottle a kid can hold. Marty asked about powder and she shut it down immediately. She was calling formulators the next day. For the record, Coach Bill and Lesley referred to Marty as an Ironman six times before he brought it up himself. He wanted that noted. Market research pointed to a real gap. Hydration packets are everywhere. Ready to drink is essentially Coke's Powerade and Pepsi's Gatorade and not much else. When they walked into Whole Foods looking for the clean alternative that surely already existed, they found a couple of options with two problems. First, no cool factor. Their own kids laughed and said they would not walk around with it. Second, natural flavors. Lesley's view is that natural flavors are not really natural. They start from a natural product and then get heavily processed in a lab. That was a line they would not cross, and she notes that avoiding natural flavors is becoming a real consumer trend this year. Their answer to what parents miss when they think hydration means water: most youth athletes are not drinking enough to begin with, they are not getting enough sodium, and they are short on electrolytes. Sweat goes out, salt has to go back in. Coach Bill can vouch. He carries a large bottle, drinks three a day, and still came back dehydrated on routine bloodwork. Volume alone does not do it. Marty's favorite frame, from his training: carbs are the gas, hydration is the oil. If you burn all the oil, you cannot retroactively pour it back in. The engine is already gone. He has actually blown an engine by skipping an oil change, so the metaphor stuck. On timing, both agree with what Coach Bill preaches to his team. Hydration starts the night before. If your game is Saturday and you start Saturday morning, you are already behind. This one they did not plan to collect. A high school team they work with gave players a Nuke two hours before a game, water alongside it, and another Nuke at halftime, in Mississippi heat. Not one cramp on the team. The coach said it was the first time in school history. They watched the opposing team go down every few minutes on TV, on a weekend when a player elsewhere died on the field from heat. They have now seen it repeat for three straight weeks. They are also hearing from women who drink one a day and say it keeps their headaches and migraines away. A study with Mississippi State's kinesiology department on Nuke specifically is in the works, which should say whether the credit belongs to the coconut water, the Celtic sea salt, or the combination. Coconut water as the base, for hydration and the added benefits, and because almost nothing else in the category uses it. Celtic sea salt, not table salt. Lesley says the internal debate over which salt to use was close to infinite. They wanted something from the ocean, with the trace minerals that come with it. Lemon and lime juice for actual flavor in the original Lime Time. Five grams of added organic cane sugar. They deliberately did not go to zero. A little sugar helps hydration, carries flavor, and gives kids a small burst of energy. It is a fraction of what is in a conventional sports drink. Stevia and monk fruit to balance the lemon and lime without piling on more sugar and calories. They said no to extra vitamin C, extra vitamins, extra magnesium. Not necessary. The moment that defined the whole company came at the formulation lab, six months in, when they finally loved the taste and spotted an ingredient on the panel they did not recognize. They asked what it did. The answer was mostly color, with a little magnesium they did not need. Lesley's response: get rid of it. Two halves. Nothing Unnecessary, and Keep the Energy. No, there is no caffeine in it, which is the first thing most people ask. Nothing Unnecessary has become the filter for the whole company, not just the formula. Lesley catches herself planning a big elaborate activation in Nashville and then pulls it back to something simple that is all about the drink. Keep the Energy is about the daily wins: no sugar spike, no crash, one brick in the wall every day. The bottle says no guilt. The team pushed back on putting it there. Lesley insisted, at a hundred and ten percent, because of exactly what she felt pushing that Gatorade cart. Mom guilt is everywhere, parents are doing their best, and if one decision can be made easier and feel good, that is the job. Coach Bill's version is the same from the coach's side: he does not feel bad handing it to his players. Neither of them is a nutritionist and they say so. Lesley's honest answer is that the two go hand in hand and nobody is perfect. There is still junk food in their pantry. But fully hydrated and badly fueled is a moot point. Coach Bill's version of this was handing out nutrition bars before early morning games, because so many kids skip breakfast and you can see how that game is going to go before it starts. Lesley's broader point: it is not just the kids who need educating. She did not understand the difference hydration actually makes until Marty started training. She thought eight glasses of water was just the recommendation so you do not die. The second husband and wife pair to appear on the show, and Marty's first question was whether the first couple is still married. They describe a good yin and yang: Lesley is passionate, impulsive, burn the boats, we are doing this now. Marty wants the long term plan and the strategy thought all the way through. The bigger problem is that they are never off. Date night turns into a work meeting. Lesley, diagnosed with ADHD at thirty six, needs the schedule to stay fluid, which frustrates a man who would like a schedule set in stone. They also have a warehouse and still fight over which corner of the house to work in. Their kids, Lesley jokes, would like mom and dad to go back to their real jobs. Two flavors now: the original Lime Time and the just launched OG Orange. A third is coming in the spring as a collaboration with someone they are not naming yet. Direct to consumer at nukehydration.com, with a new site launching in about three weeks. Lesley ships it herself, nationwide, with handwritten notes. They are in independent grocery stores around Jackson, Mississippi and Birmingham and expanding. The growth they are proudest of is schools. Athletic directors are getting real pressure from parents asking for healthier options, and "we have always given the team Gatorade" is no longer an answer. Next goal: working directly with coaches to set up team shops so parents can buy straight from them. And for anyone who does not want to commit to a full case, the $19.99 sample pack includes two of each flavor with shipping, and YOUTHHOOPS15 works on it. Learn more and get everything you need for your season at TeachHoops.com TitleSubtitleShow NotesBefore Nuke, they were a Gatorade familyWho actually had the ideaThe void they foundHydration is not the same as waterThe Mississippi football data pointWhat is in it, and what is notWhat NUKE actually stands forThe two words Lesley fought forNutrition and hydration togetherWorking together, married eighteen yearsWhere to get it Learn more about your ad choices. Visit podcastchoices.com/adchoices
