THE STORY
The Source
I didn't set out to build a beverage company. Honestly, there are way easier ways to make money in the world. But after spending hundreds of thousands of dollars and years of my life trying to find something that actually worked, I realized the product I needed didn't exist. So I built it.
Growing up in a small farm town in the midwest, you pretty much have two choices.
Accept the life in front of you, or do everything in your power to build a different one.
I chose the second option. Hard.
For nearly a decade I ran at life full throttle. Twenty-hour days, seven days a week. Learning, building, networking, grinding. I had my eyes set on California and I wasn't stopping until I got there.
I got there.
But somewhere in the middle of all that performance, I was quietly destroying myself.
The Wake-Up Nobody Talks About
At 23 I looked fine. Athletic, competitive sports background my whole life, the kind of person you'd never guess was unhealthy.
The reality was something else entirely.
Fast food every day. Soda to keep going. A constant fog that made the work harder than it needed to be. I chalked it up to hustle. I told myself this was just what it cost to get ahead.
Then I got my bloodwork done.
Pre-diabetic. At 23.
That scared me more than anything else had.
So I flipped everything. I ran a marathon. I went deep into biohacking. Peptides, supplements, bloodwork every 90 days. I spent hundreds of thousands of dollars over the years trying to understand what actual high performance looked like.
The answer, after all of that, was simpler than I expected.
Eat intentionally. Prioritize protein. Stay hydrated. Feed your brain the right things.
That last one sent me somewhere most people never go.
Thousands of Research Papers Later
I started reading human trial studies. I wanted to know what the science genuinely said about cognitive performance, not what great marketing companies who sold supplements wanted me to believe.
I wasn't on the hunt for some "stack" or pill to magically fix things, but rather what would it take to make my entire body (starting with my brain) work at its peak potential?
What I found was a formula. A specific combination of nootropics, at clinical dosages, that the research showed could meaningfully improve focus and brain function. Not in the vague way energy drink marketing talks about it. In the way that peer-reviewed science, when you sit down and actually read it, proves.
I took the formula to a feasibility scientist.
The verdict: it was possible. The problem: it was expensive to do right.
"It's not the customer's job to make me profitable. It's my job to be efficient and effective without sacrificing quality." — Jeff Bezos
That became the whole mandate.
Building What Didn't Exist
I went to work.
Months of finding the best suppliers in the world. Negotiating the best terms I could. Sourcing the cleanest, most bioavailable ingredients that actually matched what the research called for. Figuring out how to pack real doses of nootropics and electrolytes into a beverage without all the fillers, the chemicals, the synthetic sweeteners that make most functional drinks a compromise.
Sweetened with organic agave, not sucralose. No caffeine. No stimulants. No jitter-and-crash cycle hiding behind "clean energy" marketing.
What came out was SORIN.
Why SORIN
The name had to mean something real.
For me, focus is the root of everything. Performance, health, clarity, vision, the ability to show up for the people you love. Strip everything back and what you're looking for is the source.
SORIN is the Roman word for "The Source."
We couldn't help ourselves.
What It Actually Does
I'll be straight with you.
I'm not going to tell you I felt like Bradley Cooper in Limitless. But I feel locked in. I get through entire days without that afternoon fog, without a crash, without reaching for something else just to keep going. No jitters. No tingle. Just my brain working the way I always wanted it to.
No caffeine. No stimulants. Just nootropics at the doses the research supports, doing what they're supposed to do.
Who I Built This For
I didn't sit down with my normal Customer Persona sheets that I had been teaching marketers for the past decade. Instead, I sat down and thought about who needs to perform at the highest level.
The person who shows up every single day whether they feel like it or not. The doctor on hour fourteen of a sixteen-hour shift. The lawyer sleeping in the office the night before a deposition. The founder who cannot afford an off day.
The people who care about their work, their performance, their future, their family. The ones who have spent years searching for something real, something that actually helps them operate at their best, without paying for it in their health or their wallet.
Those people have been underserved for too long.
SORIN is what I built for them.
It's what I built for myself.
The source.