ATHLETHC is a performance THC brand developed by a team of former Navy SEALs, a Jiu Jitsu World Champion, and a former multi-national brand executive (The Coca-Cola Company and British American Tobacco).
ATLANTA, Dec. 16, 2024 /PRNewswire-PRWeb/ -- Introducing ATHLETHC, a performance THC brand developed by a team of former Navy SEALs; a Jiu Jitsu World Champion; and former multi-national brand executive (The Coca-Cola Company and British American Tobacco).
ATHLETHC is a first of its kind fitness brand, addressing a large and rapidly growing market of athletic consumers incorporating THC microdosing into their health and wellness journeys. ATHLETHC focuses on precision dosing and functional formulations to enhance focus, boost athletic performance and aid in active recovery.
The brand emerged from the collective frustration of four seasoned Consumer Packaged Goods (CPG) executives unable to find quality, consistent, and focused products to support athletic endeavors. ATHLETHC is an accessible lifestyle brand, supporting fitness-minded individuals with a performance culture and products that put the control in the hands of the consumer.
"As a team of elite athletes and Navy SEAL veterans, we've worked tirelessly to create ATHLETHC. It's not just a brand, it's a movement. People want precision microdose THC formulations for fitness and athletics," says GW Garrison, Brazilian Jiu Jitsu World Champion and Kill Cliff co-founder.
Even with the explosive growth of the $75B cannabinoid market, ATHLETHC is on the cusp of a much larger opportunity by pioneering the movement of hemp-derived cannabinoids into the realm of the $4T plant-based nutraceutical market.
"The tremendous demand for functional microdose formulations has gone unanswered, so we set out to create high quality products to help improve athletic performance. The mission for ATHLETHC manifested by the belief that this industry and the world of supplements is a world in need of better," says John Timar, Navy SEAL Veteran and former Kill Cliff CEO.
ATHLETHC's flagship product is a tasty, functional cannabinoid mint with a microdose of THC. Available in three formulas [Cinnamon (Power); Wintergreen (Flow); Cool Mint (Rebound)], the mints include naturally derived flavors and are meticulously formulated with a synergistic blend of cannabinoids that promote rapid absorption for instant effects, typically within 10-20 minutes.
"Our fast acting mints are the ideal format for the rapid delivery of powerful compounds that help consumers dial in focus, find their flow state and elevate their performance," says Nick Etten, Navy SEAL Veteran and former Acreage Holdings executive.
As the market continues to see unprecedented growth and consumer adoption, ATHLETHC is setting out to define a segment that directly meets the needs of performance athletes with a product that delivers empowerment through precision.
"As you engage in your favorite sports or workouts, our microdose THC mints amplify the energized feelings that accompany exercise, and deliver a sense of "flow," says Matthew Tarallo, a strength training athlete who previously launched the Beyond Nicotine division for British American Tobacco.
The product is available today at ATHLETHC.com. You can also check out the brand on social media @athlethc, or meet the team at the famous TYR Wodapalooza event in Miami at the end of January 2025. Live larger, in microdoses.
About ATHLETHC
ATHLETHC is pioneering the "Microdose Movement" with ridiculously tasty mints. Focused on athletes and fitness-minded individuals, ATHLETHC is reframing the narrative in the legacy cannabinoid industry, emphasizing function and aspiration with a promise to help its customers live larger, in microdoses. The founding team — John, GW, Nick & Matthew — consists of industry veterans with deep expertise in human performance.
Media Contact
John Timar, ATHLETHC, 1 703-585-6149, [email protected], athlethc.com
SOURCE ATHLETHC; ATHLETHC
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