Australia's fastest-growing electrolyte brand. DTC subscription-first. Creator-investor model. $10M+ ARR. Expanding to the US.
$10M+
Annualised Revenue
8,000+
Active Subscriptions
87%
Gross Margin (GP1)
66K+
Total Customers
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
From $0 to $10M+ in 22 months
Launched April 2024. Hit $1M ARR in 6 months. $10M+ ARR by February 2026. Pure DTC, zero retail.
MRR of A$468K with 6,000+ active subscriptions. 3,485 new customers acquired in February alone. Avg customer acquired for A$54 blended CAC. Subscription customers hit A$276 LTV at 12 months (5.1x payback).
Active Subscriptions Growth
A$468K
Monthly Recurring Revenue
3,485
New Customers (Feb '26)
6,000+
Active Subscriptions
31%
Repeat Purchase Rate
Unit Economics
Best-in-class margins for a CPG brand
DTC subscription model means no retail margin erosion, no slotting fees, no distributor cuts. A$54 blended CAC. Subscription customers deliver 5.1x LTV:CAC at 12 months and 8.2x at 24 months. The unit economics get better with scale.
87.3%
GP1 (Gross Profit)
Ex-GST, product margin
70.0%
GP2 (After Fulfilment)
After shipping + 3PL
A$54
Blended CAC (Lifetimely)
5.1x
Sub LTV:CAC (12-mo)
A$276
Sub 12-mo LTV (Historical)
A$443
Sub 24-mo LTV (Predicted)
5.1x
LTV:CAC (12-mo)
8.2x
LTV:CAC (24-mo)
"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 One-Time
Subscribers are the entire economic engine
Subscription customers generate 64% higher 12-month LTV, repeat at 2.2x the rate, and pay back CAC in months. One-time customers contribute, but the compounding value lives in subscriptions.
🟢 Subscription Customers
A$276
12-mo LTV (Historical)
A$443
24-mo LTV (Predicted)
75%
Repeat Rate
5.1x
LTV:CAC (12-mo)
Most mature cohort (Apr '24): A$529 at 22 months and still climbing
⚪ One-Time Customers
A$168
12-mo LTV (Historical)
A$222
24-mo LTV (Predicted)
34%
Repeat Rate
3.1x
LTV:CAC (12-mo)
Flatter curve. Lower stickiness. Still profitable, but not the growth driver.
The thesis: Every dollar invested in converting customers to subscribers compounds. 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 $1M in Round 1 (25% from creator-investors). Currently raising $1M+ for 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.
Prove the model at scale. Subscription flywheel. Potential retail conversations (Costco, Sprouts, etc.)
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
$10M+ ARR, 22 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.