There are many CEOs who can say they helped build a billion dollar beverage company before deciding to start over.
But for Michael Fedele, success at BodyArmor was not the finish line; it was proof that the beverage industry still has room for innovation.
After spending nearly a decade helping BodyArmor grow from a startup to a billion-dollar brand before it was acquired by Coca-Cola, Fedele noticed something going on behind the scenes with professional athletes.
“They were all drinking iced coffee,” says Fedele Muscles and fitness. “No energy drinks.”
Whether pre-workout, post-workout, between interviews, or on the go, elite athletes consistently reach for coffee as a preferred source of energy. This observation eventually became its basis Throne Sport Coffeeready-to-drink coffee designed specifically for people who want more than their daily fuel.
It also attracted some of the biggest names in the sport.
All professionals Patrick Mahomes not only showed a resemblance to the company; he became its leading investor, second largest shareholder and one of its most involved partners.
Why Throne Sport Coffee exists
Fedele’s years at BodyArmor taught him that successful products address obvious problems that consumers have yet to fully recognize.
When he began researching the ready-to-drink coffee category, one statistic stood out.
“The No. 1 coffee to drink in America comes in a glass bottle, has about 300 calories and 46 grams of sugar,” he says. “I asked myself, if so many athletes and active people drink coffee every day, why isn’t there a better way?”
Instead of creating another energy drink, Fedele wanted to improve something that millions of people were already consuming.
This philosophy shaped every decision behind Throne Sport Coffee.
Instead of relying on artificial ingredients or excess sugar, the drinks contain 150 milligrams of natural caffeine, natural flavors and sweeteners, while the latte also provides 10 grams of protein from ultrafiltered lactose-free milk. Cold brews continue to appeal to athletes and consumers looking for a lighter alternative to milk.
“Everything in the product is purposeful,” says Fedele. “We wanted to create something that people could feel when they put it on their body.”
Patrick Mahomes is more than a celebrity investor
Celebrity relationships have become commonplace in the beverage industry, but Fedele insists Mahomes’ role goes beyond marketing campaigns.
Before starting the company, Fedele shared the concept with the three-time Super Bowl champion and was expecting simple feedback. Instead, Mahomes immediately demanded samples.
“He told me, ‘I drink coffee four or five times a day, that’s why,'” Fedele recalls.
This interest quickly turned into a true business partnership.
Mahomes reviews product innovations before launch, provides feedback on flavors, joins meetings with vendors and is actively involved in the company’s long-term strategy. Fedele recalls a day that perfectly illustrates Mahomes’ commitment.
After completing a morning rehab session in Kansas City, the Chiefs quarterback flew to Los Angeles to join Fedele on stage at a major beverage conference. After their introductions, Mahomes spent separate hours meeting with vendors before flying home that same evening to return the next morning for recovery.
“If that doesn’t tell you how dedicated he is to building this thing,” Fedele says, “I’m incredibly grateful to have him on board.”
Not just a gym, but designed for performance
While Patrick Mahomes is one of the most famous athletes in the world, Michael Fedele says Throne Sport Coffee’s newest campaign isn’t about the quarterback’s performance; it’s about highlighting the many roles people play every day.
Launching as the company’s biggest marketing campaign to date, “Better fuel for all of you” centers around the idea that no one is defined by a single identity.
“In this world, one version of you doesn’t cut it,” says Fedele. “No one is just one thing. Everyone is different.”
The campaign uses Mahomes as a perfect example. He’s a Super Bowl champion, but he’s also a father, entrepreneur, investor, leader, teammate, and coach.
Instead of focusing on game day, the campaign follows different versions of Mahomes throughout the day, positioning Throne Sport Coffee as the fuel that supports each one.
“The whole campaign relies on multiple versions of Patrick,” says Fedele. “It’s really about showing that Throne is a better fuel for each version of you.”
Instead of relying on huge TV advertising budgets, the startup brand is taking a digital approach.
For Fedele, success is not measured by flashy advertisements. It’s about introducing consumers to a healthier option for drinking coffee and getting cans into people’s hands one customer at a time.
“Our goal is to raise awareness of the existence of Throne Sport Coffee, educate people that we are the best coffee to drink, and ultimately get them to try it,” he said.
Eliminate energy drink crashes
Performance-oriented consumers are skeptical of energy drinks with high sugar stimulants.
Fedele wanted Throne Sport Coffee to offer sustainable energy instead.
The formula intentionally contains 150 milligrams of caffeine, enough to improve focus and performance without getting into the 200 to 300 milligrams range common among many energy drinks.
“We landed 150 milligrams by design,” he says. “That’s enough to keep it running without creating that crash.” Consumers noticed.
“We’ve had people specifically ask where our coffee beans come from because they tell us they don’t experience the crash they get from other products.”
For Fedele, this feedback validates the company’s core mission.
Winning consumers at the same time
Today, Throne Sport Coffee is available in nearly 20,000 retail locations nationwide, including Whole Foods, CVS, Kroger and several regional grocery chains.
But Fedele says the distribution numbers aren’t what motivates him the most.
“My biggest win is changing the hearts and minds of consumers,” he says.
The company regularly samples the product at 5K races, pickleball races, half-marathons and community events, collecting real-world feedback from everyday consumers.
These conversations often turn into internal debates that continue throughout the weekend as the team shares reactions, favorite flavors and shopping questions.
“You have to eat, sleep and breathe,” he says.
Building the next big beverage brand
Having helped build a well-known beverage company before founding another, Fedele credits much of his success to passion, collaboration and keeping the faith through difficult times.
Every startup faces setbacks. Companies that survive are willing to listen, adapt, and continue to improve.
“Our formula today is not the same formula we started with,” he says. “You put the product on the market, listen to consumer feedback, and continue to improve.”
This philosophy goes beyond drinks.
Fedele doesn’t hesitate to ask what advice he has for seasoned entrepreneurs hoping to build their next performance brand.
“Believe in what you’re doing,” he says. “At first everyone thinks you’re crazy, and you hope you’re crazy. Keep pushing, persevere, listen to consumer feedback, keep improving, and do whatever it takes to make your business a success.”
For Fedele, this is how billion-dollar brands and potentially category-changing brands are built.
