Australia's fastest-growing electrolyte brand. DTC subscription-first. Creator-investor model. A$12M+ annualised run rate. Expanding to the US.
A$12M+
Annualised Run Rate
8,296
Active Subscriptions
87%
Gross Margin (GP1)
75,000+
Total Orders
The Problem
80% of Australians are chronically dehydrated
The hydration market is stuck between two extremes: Gatorade (sugar-loaded, athlete-focused) and Hydralyte (medicinal, pharmacy-only). There's no premium, everyday, lifestyle-first hydration brand for the modern consumer.
In the US, brands like LMNT, Liquid IV, and AG1 have proven the model. Australia had nothing.
$8.7B
Global Electrolyte Powder Market (2024)
8.8%
CAGR through 2030
$39B
Broader Hydration Market
The Solution
Sugar-free. Science-backed. Subscription-first.
Hyro is a premium electrolyte powder with clinical-grade electrolytes, zero sugar, and all-natural ingredients. Delivered monthly to your door. Every ambassador is an investor with real skin in the game.
5
Core Flavours + Collabs
70%
Subscription Revenue
10K+
Scientific Studies Supporting Ingredients
4.8★
Average Customer Rating
"We didn't want an influencer program that was transactional. We wanted them to have skin in the game. If they invest their own money, the consumer sees real alignment."
— Taylor Chapman, Co-Founder
Traction
A$0 to A$12M+ run rate in 24 months
Launched April 2024. Hit A$1M ARR in 6 months. Record month A$620K (Mar '26). Run rate now A$12M+. Pure DTC, zero retail.
Active subscriptions have grown 15x in 14 months. 8,296 active subs driving A$698K MRR. Subscribers deliver A$296 LTV at 12 months vs A$75 CAC, a 3.9x return with 1.4 month payback.
Active Subscriptions Growth (End-of-Month)
A$698K
Monthly Recurring Revenue (ex-GST)
3,499
New Customers (Feb '26)
8,296
Active Subscriptions
70%+
Revenue from Subscriptions
Unit Economics
Best-in-class margins for a CPG brand
DTC subscription model with A$75 subscription CAC. Subscribers deliver 3.9x LTV:CAC at 12 months and 6.4x at 24 months. Payback inside the first 1.4 months.
Source: Lifetimely cohort data. M6 and M12 are historical averages from cohorts that have reached required maturity (11 cohorts at M6, 2 cohorts at M12). M24 is modelled from best mature cohort (Jun '25, A$347 at M11) extrapolated at conservative 5% monthly decay. Subs CAC of A$75 reflects the loaded cost to acquire and onboard a subscriber.
"It's very hard selling into Coles and Woolies to make an honest dollar. DTC subscription is a fundamentally better business model."
— Steve Chapman, CEO & Co-Founder
Subscription vs Blended
Subscribers drive 2x the lifetime value of the average customer
At 12 months, subscription customers have generated 2x the lifetime value of the blended average. Every dollar spent converting one-time buyers into subscribers compounds.
Cumulative LTV by Horizon
Horizon
Blended (all customers)
Subs Only
Subs Uplift
6 months
A$136
A$192
+41%
12 months
A$148
A$296
+100%
24 months (modelled)
A$345
A$480
+39%
Blended = all acquired customers (one-time + subscribers) using Lifetimely predictive model. Subs = customers whose first order was a subscription, historical cohort data (Lifetimely). 24-month figures are modelled from mature cohort trajectories (Apr '25 cohort at A$289 at M13, Jun '25 at A$347 at M11) with conservative 5% monthly decay.
70%+
Revenue from Subscriptions
66%
Retention @ M1 (subs)
A$347
Best Mature Cohort @ M11
The thesis: Every dollar invested in converting customers to subscribers compounds for 24+ months. The subscription flywheel is the moat.
Brand & Social
Community-powered growth
Organic-first brand strategy. Every dollar of paid media is amplified by creator-investors who post because they own the brand, not because they're paid to.
41K+
Instagram Followers (@drinkhyro)
Growing
TikTok (@drinkhyro)
Forbes AU
Featured Cover Story (Jul 2025)
500+
Instagram Posts
"How Aussie startup Hyro got influencers to invest, not just post."
— Forbes Australia, Cover Story, July 2025
Creator-Investor Model
Every ambassador has skin in the game
Hyro's unique model: creators and athletes invest their own money alongside traditional investors. This creates authentic, long-term brand advocacy that consumers trust.
MasterChef star · Chef & wellness creator · Investor
🧊
Johannes Egberts
Former Wim Hof right-hand · Cold exposure expert · Investor
Pipeline: Max Gawn (Melbourne Demons captain), Will Day (Hawthorn), Caleb Serong (Fremantle), Scott Pendlebury (Collingwood), plus ongoing AFL club partnership discussions.
Strategic Investors
Backed by operators who've built and exited billion-dollar brands
🥥
Maura Rampolla
Sold Zico Coconut Water to Coca-Cola. Beverage exit royalty.
💰
Undisclosed Founder
Sold beverage brand to Dr Pepper for US$1.7 billion.
🍺
Peter Brennan
Co-founder Heaps Normal. Made non-alcoholic beer cool. Designed Hyro's brand.
🫧
Gary Cobbledick
Co-owner Remedy Kombucha. $50M+ brand in retail globally.
🌿
Charlie Gearside
Co-founder Eucalyptus. Leading Australian health-tech company.
🚀
Sam Prince
Founder Zambrero. Billionaire. Steve's former co-founder at Shine+.
Raised A$1M in Round 1 (25% from creator-investors) and A$1.2M in Round 2. Currently raising A$3M to fund US expansion.
The Team
Operators, not just founders
Steve Chapman
CEO & Co-Founder
Ex-CEO Shine+ (co-founded with Sam Prince, scaled to $60M retail across 7,000 stores). Serial operator. Forbes featured.
Taylor Chapman
Co-Founder & Brand
30K+ personal following. Drives social strategy, influencer partnerships, and brand voice. Sales & account management background.
Brand strategy architect. 5 years in NYC with global consumer brands. Negotiated Sarah's Day deal. $10K/mo advisory.
Nicola
Head of CX & Operations
Runs CS, wholesale operations, and team coordination. Key operational leader.
Remy
Content & Production
YouTube, photo, video. Building the Hyro content engine.
Julia
Influencer & Partnerships
Scaling the creator-investor pipeline. Managing ambassador relationships.
Emma Perrier
Supply Chain
IMS power user, BOM management, copacker coordination, inventory planning.
US Expansion
The playbook that built AG1, applied to hydration
Hyro is launching in the US in 2026. Same DTC subscription model. Amazon via Pirawna (specialist DTC agency). Delaware C-Corp entity established.
Q1 2026 · Done
Entity & Infrastructure
Hyro US Inc (Delaware C-Corp) live. US copacker (Elis) selected. Robo3PL signed. Wise Business in flight, Mercury next.
Q2–Q3 2026 · In Flight
Soft Launch · Amazon + DTC
Amazon launch via Pirawna (specialist DTC agency, 150+ brands). US Shopify store at drinkhyro.co. Initial creator-investor seeding.
H2 2026
Scale · Paid Media + Creators
US-specific creative engine. Podcast sponsorships. Health/fitness creator partnerships. Target: US$500K/mo US revenue by year end.
2027
US$5M+ US ARR Target
Prove the model at scale. Subscription flywheel ported. Retail conversations opening (Costco, Sprouts, Erewhon).
B2B & Wholesale
Second growth engine: teams, gyms, retailers
156 B2B companies onboarded. Dedicated wholesale portal live. AFL clubs, fitness chains, and health retailers now stocking Hyro.
156
B2B Companies Migrated
Live
Shopify B2B Portal
30-37%
Wholesale Discount Tier
Growing
Club & Team Partnerships
Active
Stylerunner
GoodnessMe Box
UHP (United Health Products)
GWS Giants
Panthers
Aid Station
Pipeline
AFL Clubs (via Sammi/Lucas)
Klean Marketplace
Gym chains
Corporate wellness
Comparable Exits
The hydration space is producing massive outcomes
Company
Category
Event
Valuation
AG1 (Athletic Greens)
Greens Powder
Private ($600M rev)
$1.2B
Liquid IV
Electrolyte
Acquired by Unilever
~$500M+
Bloom Nutrition
Wellness
$160M investment (Nutrabolt)
~$800M+
Nuun
Electrolyte Tablets
Acquired by Nestle
Undisclosed
LMNT
Electrolyte
$66M DTC rev (2024)
Private
Zico
Coconut Water
Sold to Coca-Cola
~$100M+
Hyro
Electrolyte Powder
A$12M+ run rate, 24 months
Raising Now
Potential acquirers in this space: Unilever, Nestle Health Science, Coca-Cola, PepsiCo (Gatorade), Abbott (Pedialyte), Reckitt (Nurofen/Dettol), and private equity (L Catterton, TA Associates, Bain Capital).
Projections
Path to $50M ARR by 2028
Conservative projections based on current growth trajectory, US expansion, and wholesale channel development.
FY24
A$0.5M
FY25
$10M
A$10M
FY26
$20M
A$20M
FY27
$35M
A$35M
FY28
$50M+
A$50M+
AU
$15M (DTC + Wholesale)
US
$20M (Amazon + DTC)
B2B
$10M (Wholesale + Clubs)
NZ/UK
$5M (New Markets)
Let's Build This Together
The future of hydration starts here
Hyro is raising to accelerate US expansion, deepen the creator-investor moat, and capture the fastest-growing segment of the $39B hydration market.