HONOLULU (BRAIN) — Marie Jobes, a triathlete from Hawaii, has achieved remarkable success with her company HIdrate Electrolytes in just one year since its launch.
Founded to address the hydration needs of athletes training in humid climates, the drink mix was introduced at the Hapalua Half Marathon on Oahu in April 2024.
“Over the years, I’ve tested many electrolyte products for replenishment and could never find anything that helped me avoid cramping and stay hydrated that was clean and tasted good,” said Jobes, who previously worked for Girls Inc. of the Pacific Northwest.
Initially creating her blend in her kitchen, Jobes incorporated nostalgic Hawaiian flavors into the mix, aimed at sustaining energy levels while maintaining high sodium content essential for hydration in Hawaii’s humid environment.
The journey of developing HIdrate Electrolytes began with Jobes funding the project herself, ensuring that the hydration drink was certified consumer-safe through rigorous testing.
The launch at the Hapalua Race Expo quickly translated into online orders, sparking a loyal customer base eager for the unique hydration solution.
“After that race, I got a ton of online orders and gained a handful of loyal customers. They gave me great feedback, and I then updated the formula and redesigned the packaging,” Jobes shared.
Her dedication paid off; by the end of 2024, athletes were using HIdrate Electrolytes during prominent events like the Ironman World Championships, subsequently earning the title of official on-course hydration sponsor for various local races such as the 100% Pure Kona Coffee 5k and Half Marathon.
Reflecting on the first year of operations, Jobes remarked, “HIdrate’s first year was pretty exceptional. From Hapalua 2024 to 2025, sales have doubled.”
The feedback from retailers has been overwhelmingly positive, with many supporting a female-owned brand and appreciating HIdrate’s made-in-the-U.S. ethos. The incorporation of exotic flavors such as Passion Orange Guava, Lightning Liliko’i, and Ling Hing Lemon distinguish the brand and evoke a tropical vacation experience for customers.
Jobes designed HIdrate Electrolytes as an alternative to popular brands like LMNT and Liquid I.V., which often contain added sugars and calories. Each serving of her product contains only five grams of powder, compared to competitors’ twelve grams.
“HIdrate is really clean because we cut out sugars, additives, and preservatives, which resonates with our outdoor enthusiasts and athletes who live active lifestyles and want to put good stuff into their body,” Jobes explained.
Her commitment to quality extends to retail partnerships, which require customers to purchase a minimum of 24 pouches per order, packaged with a display box that offers educational support for retailers.
Pricing remains consistent both online and in-store. Customers buying directly from Jobes can receive a discount when purchasing multiple pouches, but shipping costs largely balance out the expense with local retail prices.
All HIdrate Electrolytes drink mixes are crafted in small batches and remain free from added sugars and calories.
Each bag contains twelve servings, offering essential elements such as 900 mg of sodium, 150 mg of potassium, 130 mg of calcium, and 65 mg of magnesium.
“Whether it is exercising, braving hot weather, recovering from illness, or tackling daily activities, drinking electrolytes is so important for staying hydrated, supporting muscle and nerve performance, regulating body temperature, and preventing imbalances,” said Jobes, emphasizing the health benefits of her hydration drink.
With assistance from two women in her team, Jobes successfully manages the demands of daily operations as well as marketing at expos and festivals, all while competing as a runner and triathlete.
So far this year, HIdrate Electrolytes was recognized as the official hydration sponsor for the Lavaman Triathlon, an achievement Jobes considers a major success.
Her commitment to community events continued with participation in the Haleiwa Metric Century Ride and Aloha Fun Ride, where HIdrate Electrolytes provided hydration at multiple aid stations along the route.
To establish a presence for HIdrate Electrolytes during its inaugural year, Jobes actively visited local shops and utilized social media for collaborative posts, fostering connections between the brand and retailers.
As event schedules begin to normalize and her network of retail partners expands, Jobes has clear plans for growth. She intends to build a core staff, hire sales representatives, and pursue partnerships with investors.
“BOCA Hawaii was the first shop to carry HIdrate Electrolytes. Now our drink mix is sold in 22 retail shops across Oahu, Maui, and the Big Island of Hawaii,” Jobes remarked, adding, “I’m currently talking to three serious buyers in other states.”
With plans for more flavors on the horizon, Marie Jobes looks to the future with excitement as she continues to develop her brand in an evolving market.
image source from：bicycleretailer
