{"id":23868,"date":"2026-07-03T19:14:34","date_gmt":"2026-07-03T19:14:34","guid":{"rendered":"https:\/\/worldbodybuildingnews.com\/?p=23868"},"modified":"2026-07-03T19:14:34","modified_gmt":"2026-07-03T19:14:34","slug":"michael-fedele-is-rewriting-coffees-playbook-with-throne-sport-coffee","status":"publish","type":"post","link":"https:\/\/worldbodybuildingnews.com\/?p=23868","title":{"rendered":"Michael Fedele Is Rewriting Coffee\u2019s Playbook with Throne Sport Coffee\u00a0"},"content":{"rendered":"

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There aren\u2019t many executives who can say they helped build a billion-dollar beverage company before deciding to start over.<\/span><\/p>\n

For Michael Fedele, however, success at BodyArmor wasn\u2019t the finish line; it was proof that the beverage industry still had room for innovation.<\/span><\/p>\n

After spending nearly a decade helping grow BodyArmor from a startup into a billion-dollar brand before its acquisition by Coca-Cola, Fedele noticed something that kept appearing behind the scenes with professional athletes.<\/span><\/p>\n

\u201cThey were all drinking iced coffee,\u201d Fedele tells Muscle & Fitness.<\/em> \u201cNot energy drinks.\u201d<\/span><\/p>\n

Whether it was before practice, after training, between interviews or while traveling, elite athletes consistently reached for coffee as their preferred source of energy. That observation eventually became the foundation for <\/span>Throne Sport Coffee<\/span><\/a>, a ready-to-drink coffee designed specifically for people who demand more from their daily fuel.<\/span><\/p>\n

It also attracted one of the biggest names in sports. <\/span><\/p>\n

All-pro quarterback <\/span>Patrick Mahomes<\/span><\/a> didn\u2019t simply lend his likeness to the company; he became its lead investor, second-largest shareholder, and one of its most involved partners.<\/span><\/p>\n

Why Throne Sport Coffee Exists<\/b><\/h3>\n

Fedele\u2019s years at BodyArmor taught him that successful products solve obvious problems consumers haven\u2019t fully recognized yet.<\/span><\/p>\n

When he started researching the ready-to-drink coffee category, one statistic stood out.<\/span><\/p>\n

\u201cThe No. 1 ready-to-drink coffee in America comes in a glass bottle, has around 300 calories and 46 grams of sugar,\u201d he says. \u201cI kept asking myself, if so many athletes and active people drink coffee every day, why isn\u2019t there a better option?\u201d<\/span><\/p>\n

Instead of creating another energy drink, Fedele wanted to improve something millions of people were already consuming.<\/span><\/p>\n

That philosophy shaped every decision behind Throne Sport Coffee.<\/span><\/p>\n

Rather than relying on artificial ingredients or excessive sugar, the beverages feature 150 milligrams of natural caffeine, natural flavors and sweeteners, while the latte lineup also delivers 10 grams of protein from ultra-filtered lactose-free milk. The cold brew varieties remain dairy-free for athletes and consumers looking for a lighter option.<\/span><\/p>\n

\u201cEverything in the product is purposeful,\u201d says Fedele. \u201cWe wanted to create something people could feel good about putting into their bodies.\u201d<\/span><\/p>\n

Patrick Mahomes Is More Than a Celebrity Investor<\/b><\/h3>\n

Celebrity partnerships have become commonplace in the beverage industry, but Fedele insists Mahomes\u2019 role extends far beyond marketing campaigns.<\/span><\/p>\n

Before launching the company, Fedele shared the concept with the three-time Super Bowl champion, expecting simple feedback. Instead, Mahomes immediately asked for samples.<\/span><\/p>\n

\u201cHe told me, \u2018I drink coffee four or five times a day for exactly this reason,’\u201d Fedele recalls.<\/span><\/p>\n

That enthusiasm quickly evolved into a genuine business partnership.<\/span><\/p>\n

\n
<\/div>
Throne<\/span><\/figcaption><\/figure>\n

Mahomes reviews product innovations before launch, provides feedback on flavors, joins meetings with retailers, and actively participates in the company\u2019s long-term strategy. Fedele remembers one day that perfectly illustrates Mahomes\u2019 commitment.<\/span><\/p>\n

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. Following their presentation, Mahomes spent hours meeting privately with retailers before flying home that same evening so he could return to rehab the next morning.<\/span><\/p>\n

\u201cIf that doesn\u2019t tell you his dedication to building this thing,\u201d Fedele says, \u201cI\u2019m incredibly grateful to have him on board.\u201d<\/span><\/p>\n

Designed for Performance, Not Just the Gym<\/b><\/h3>\n

While Patrick Mahomes is one of the most recognizable athletes in the world, Michael Fedele says the newest Throne Sport Coffee campaign isn\u2019t about showcasing the quarterback; it\u2019s about highlighting the many roles people play every day.<\/span><\/p>\n

Launching as the company\u2019s biggest marketing campaign to date, <\/span>\u201cBetter Fuel for Every You\u201d<\/span><\/i> centers around the idea that no one is defined by a single identity.<\/span><\/p>\n

\u201cIn this world, one version of you doesn\u2019t cut it,\u201d Fedele says. \u201cNo one\u2019s just one thing. Everyone is multifaceted.\u201d<\/span><\/p>\n

The campaign uses Mahomes as the perfect example. He\u2019s a Super Bowl champion, but he\u2019s also a father, businessman, investor, leader, teammate, and mentor.\u00a0<\/span><\/p>\n

Rather than focusing solely on game day, the campaign follows the different versions of Mahomes throughout his day, positioning Throne Sport Coffee as the fuel that supports each one.<\/span><\/p>\n

\u201cThe whole campaign leans into the multiple versions of Patrick,\u201d Fedele explains. \u201cIt\u2019s really about showing that Throne is the better fuel for every version of you.\u201d<\/span><\/p>\n

Instead of relying on a massive television advertising budget, the startup brand is taking a digital-first approach.<\/span><\/p>\n

For Fedele, success isn\u2019t measured by flashy commercials. It\u2019s about introducing consumers to a healthier ready-to-drink coffee option and getting cans into people\u2019s hands one customer at a time.<\/span><\/p>\n

\u201cOur goal is driving awareness that Throne Sport Coffee exists, educating people that we\u2019re a better-for-you ready-to-drink coffee, and ultimately getting them to try it,\u201d he says.<\/span><\/p>\n

Eliminating the Energy Drink Crash<\/b><\/h2>\n

Performance-minded consumers have become increasingly skeptical of high-stimulant energy drinks loaded with sugar.<\/span><\/p>\n

Fedele wanted Throne Sport Coffee to offer sustained energy instead.<\/span><\/p>\n

The formula intentionally contains 150 milligrams of caffeine, enough to improve focus and performance without venturing into the 200-to-300-milligram territory common among many energy drinks.<\/span><\/p>\n

\u201cWe landed on 150 milligrams by design,\u201d he says. \u201cIt\u2019s enough to sustain performance without creating that crash.\u201d Consumers have noticed.<\/span><\/p>\n

\u201cWe\u2019ve had people specifically ask where our coffee beans come from because they tell us they don\u2019t experience the crash they get from other products.\u201d<\/span><\/p>\n

For Fedele, that feedback validates the company\u2019s original mission.<\/span><\/p>\n

Winning Consumers One Sip at a Time<\/b><\/h3>\n

Today, Throne Sport Coffee is available in nearly 20,000 retail locations, including Whole Foods, CVS, Kroger, and several regional grocery chains across the country.<\/span><\/p>\n

Yet Fedele says distribution numbers aren\u2019t what motivates him most.<\/span><\/p>\n

\u201cMy biggest win is changing the hearts and minds of consumers,\u201d he says.<\/span><\/p>\n

The company regularly samples products at 5K races, pickleball tournaments, half marathons, and community events, collecting real-time feedback from everyday consumers.<\/span><\/p>\n

Those conversations often become internal discussions that continue throughout the weekend as the team shares reactions, favorite flavors, and purchasing questions.<\/span><\/p>\n

\u201cYou\u2019ve got to eat, sleep, and breathe it,\u201d he says.<\/span><\/p>\n

Building the Next Great Beverage Brand<\/b><\/h3>\n

Having helped build one iconic beverage company before launching another, Fedele credits much of his success to passion, collaboration, and maintaining belief during difficult moments.<\/span><\/p>\n

Every startup experiences setbacks. The companies that survive are the ones willing to listen, adapt, and continue improving.<\/span><\/p>\n

\u201cOur formula today isn\u2019t the same formula we launched with,\u201d he says. \u201cYou put products into the market, you listen to consumer feedback, and you continue to get better.\u201d<\/span><\/p>\n

That philosophy extends beyond beverages.<\/span><\/p>\n

Asked what advice he would give aspiring entrepreneurs hoping to build the next great performance brand, Fedele doesn\u2019t hesitate.<\/span><\/p>\n

\u201cBelieve in what you\u2019re doing,\u201d he says. \u201cEverybody will think you\u2019re crazy at first, and hopefully you are. Continue to push, persevere, take consumer feedback, continue to get better, and do everything you can to make your business a success.\u201d<\/span><\/p>\n

For Fedele, that\u2019s exactly how billion-dollar brands and potentially category-changing ones are built.<\/span><\/p>\n

\u00a0<\/p>\n<\/p><\/div>\n

Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

There aren\u2019t many executives who can say they helped build a billion-dollar beverage company before deciding to start over. For Michael Fedele, however, success at BodyArmor wasn\u2019t the finish line; it was proof that the beverage industry still had room for innovation. After spending nearly a decade helping grow BodyArmor from a startup into a […]<\/p>\n","protected":false},"author":349,"featured_media":23869,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-23868","post","type-post","status-publish","format-standard","has-post-thumbnail","category-news"],"yoast_head":"\nMichael Fedele Is Rewriting Coffee\u2019s Playbook with Throne Sport Coffee\u00a0 - World Bodybuilding News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldbodybuildingnews.com\/?p=23868\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michael Fedele Is Rewriting Coffee\u2019s Playbook with Throne Sport Coffee\u00a0 - World Bodybuilding News\" \/>\n<meta property=\"og:description\" content=\"There aren\u2019t many executives who can say they helped build a billion-dollar beverage company before deciding to start over. 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