ILLUSTRATIVE EXAMPLE · NOT CLIENT WORK
Cole Bennett →
SECOND WIND
Electrolyte + mineral drink mix
“Daily hydration for people who move.”
CREATOR PROFILE
Cole Bennett
Hybrid fitness creator · running, lifting, endurance, recovery
Cole trains for races and lifts heavy. His audience is split between runners and lifters, and they all want to know how he fuels.
THE STARTING PROBLEM
Cole wanted a performance product. He did not know whether to make protein, bars, pre-workout, recovery or hydration.
AUDIENCE RESEARCH
What we analyzed, and what the audience said.
WHAT WE ANALYZED
- 01Workout vs fueling content
- 02Hydration questions
- 03Repeated product requests
- 04Saves and shares
- 05Running and lifting audience overlap
- 06How often products get used
AUDIENCE SIGNALS
Relative saves-and-shares index by content theme (illustrative).
“What do you drink on long runs?”
“Electrolytes that don't taste like candy?”
“Does this work for lifting days too?”
“What's in your gym bag?”
Representative comment themes (illustrative).
THE FINDING
Hydration is the one thing both his runners and his lifters use every single day. Protein and pre-workout split the audience.
5 POSSIBLE PRODUCT DIRECTIONS
Why electrolytes won.
| Direction | Creator fit | Audience overlap | Daily use | Differentiation | Simple to make | Content potential | Margin | Total |
|---|---|---|---|---|---|---|---|---|
| ProteinSaturated category and expensive to stand out. | 21 | |||||||
| Pre-workoutRunners do not use it. Splits the audience. | 19 | |||||||
| Snack barHard to formulate, thin margin. | 18 | |||||||
| Recovery powderInteresting, but used less often. | 20 | |||||||
| Electrolytes ✓Used daily by both halves of his audience. | 33 |
Scored 1–5 by Wild Papaya strategists. Illustrative.
The one product runners and lifters both use every day.
Followers already asked what he drinks on long runs.
Stick packs travel, so every gym bag and race kit is a demo.
A simpler path to market than bars or protein.
MARKET + CATEGORY
Where the opportunity sits.
Category
Electrolytes have moved from endurance athletes to everyday hydration. Daily use drives repeat purchase.
White space
Most brands feel macho or sugary. Few look like a modern, clean product you'd leave on the counter.
Watch out
Crowded category. Win on taste, a clean formula and Cole's credibility, not on claims.
POSITIONING + BRAND
Daily hydration for people who move.
WHO IT'S FOR
Active adults, 22–40, who run, lift or do both, and want hydration that tastes clean.
THE PROMISE
Real minerals, real taste, no candy aftertaste. Built for training days and every day.
Name
SECOND WIND. The moment every athlete chases, and a name that works across sports.
Voice
Confident and direct. Performance without the yelling.
Look
Matte forest pouch, wide-spaced type, lime flavor bar. Modern performance, not sports-macho.
PACKAGING
Built to sell on the shelf and on camera.
- 20-count resealable pouch for home
- Single stick packs for the gym bag
- Lime flavor bar for quick color coding
- Simple mineral panel front and center
Concept packaging. Fictional product.
PRICING STRATEGY
Priced for the category it wants to lead.
20-stick pouch
$30–34
Mid-premium in the electrolyte aisle
Subscribe
$26–29
Monthly delivery
Variety sampler
$12–14
Low-risk first purchase
Target price ranges for planning, not results.
MANUFACTURING ROADMAP
How it actually gets made.
- 1
Formulation
Set the sodium, potassium and magnesium levels with a formulator, then dial in flavor.
- 2
Stick-pack co-packer
Shortlist powder fillers with stick-pack and pouch lines.
- 3
Testing
Taste panels with runners and lifters from Cole's audience.
- 4
Compliance
Supplement facts panel and claim review.
- 5
First run
Two launch flavors, run size based on pre-orders. Creator funds production.
Wild Papaya finds and coordinates manufacturing partners. We do not manufacture, and production, inventory and packaging costs are funded by the creator.
ECOMMERCE
A store built around one hero product.
- Shopify with subscription as the default
- Sampler as the entry offer
- Training-plan content linked to product
- Bundles with bottles and race kits
SECOND WIND
Electrolyte + mineral drink mix
$30–34
ADD TO CARTSUBSCRIBE + SAVEStore concept mockup
SOCIAL + CONTENT LAUNCH
Launch content the audience already wants to watch.
“What's actually in my gym bag”
@cole · concept“What I drink before long runs”
@cole · concept“The performance product I use every day”
@cole · conceptCONTENT PLAN
- Race-week build-up series
- Flavor vote with followers before launch
- Training block diaries featuring the product
- Seeding to run clubs and lifting coaches
PARTNERSHIPS
Growth beyond the feed.
- Local run clubs and race sponsorships
- Strength gyms and coaches
- Fitness creator seeding
- Specialty running stores
WHAT WILD PAPAYA HANDLES
We run the build. You fund production and own the brand.
WILD PAPAYA
- Audience research
- Product strategy
- Naming + positioning
- Packaging direction
- Manufacturer sourcing + coordination
- Shopify + ecommerce
- Launch content strategy
- Partnerships + growth
THE CREATOR
- Owns the brand
- Funds manufacturing + inventory
- Funds packaging + advertising
- Shows up on camera
WHAT SUCCESS WOULD LOOK LIKE
The signals we would watch.
- Sampler-to-subscription conversion
- Run club and gym adoption
- Followers posting gym-bag shots
- Interest from specialty running retail
No sales results are claimed. This is a fictional example.
FUTURE PRODUCT ROADMAP
What would your audience buy from you?
Send us your Instagram, TikTok or YouTube. We'll start with the signals already there.