Daniel Cray, an Australian entrepreneur and CEO of Phizz, pivoted from advertising to create a revolutionary three-in-one hydration, vitamin and electrolyte tablet that's now one of the UK's fastest-growing wellness brands. He shares his journey from bootstrapping with three friends to leading a category-defining company used by Premier League teams and travellers worldwide.

• After discovering travellers lose up to six litres of water during flights, Dan identified hydration's broader impact beyond just athletic performance
• Partnered with a neuroscientist co-founder to develop a scientifically-backed formula that enhances brain performance through proper electrolyte balance
• Initially secured partnerships with Emirates Airlines, W Hotels and Premier League teams to build credibility while bootstrapping
• Made the bold decision to relocate from Australia to London despite having no UK connections or secured funding
• Transformed from a £250,000 revenue business to nearly £10 million by transitioning from brand partnerships to retail distribution
• Maintained scientific integrity by including glucose in their formula despite "sugar-free" trends, as it's essential for optimal hydration
• Successfully positioning Phizz as a category leader in "hydration enhancers" – creating an entirely new retail category in UK stores
• Recently expanded into Middle East and European markets with plans for continued international growth

Check out Phizz in major UK retailers including Boots, Tesco, Waitrose, Sainsbury's, or online with Amazon.

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