THE WheyUP STORY 

My Name Is Erik Rothchild, and This Is My 18-Year Journey with WheyUP:

I’m a 58-year-old Army veteran and lifelong athlete, and I have a story to tell. A story of perseverance, belief, and never giving up. 

Eighteen years ago, in my kitchen, I accidentally created something new: a first-of-its-kind combination of protein and caffeine in a ready-to-drink beverage. I wasn’t from the beverage industry. I was just someone with a good idea and the drive to make it real. One day, the name WheyUP popped into my head. It combined whey protein with the energy boost that helps you get up. It made perfect sense. 

I immediately saw the brand potential—“Have you earned your WheyUP?”, “Wake up with a WheyUP.”, etc. The name stuck, and so did the vision.

In 2007, I raised money and launched WheyUP. It took off quickly and was the first product of its kind on the market. In 2011, I sold the brand to a company that acquired multiple small beverage lines. Unfortunately, they grew too fast and ran out of capital. When they went bankrupt in 2015, WheyUP ended up in bankruptcy court, and I bought back the trademark.

PRESENT DAY

For eight years, I waited until I met the right partners. In January 2024, we officially re-launched WheyUP. I like to say I’m a startup with an 18-year head start.

What came next was a full rebrand that kept the soul of the original. We modernized the look to be a cleaner design, bolder flavors, and a visual system that pops on shelf and screen, all while keeping the lines that first gave the brand its attitude: “Have you earned your WheyUP?” and “Wake up with a WheyUP.” Those taglines are part of our DNA; they stayed because they still do the job—simple, memorable, and true.

To bring the vision to life, I assembled a new creative team including designers, copywriters, and content makers who understand performance, culture, and retail. Together, we rebuilt the brand playbook: voice, packaging direction, sampling tools, ambassador kit, and a social content calendar that meets people where they are (in the gym, on a hike, between meetings, or running kids to practice). We also tightened operations—sourcing, flavor R&D, compliant labeling, and a demo program built for scale.

Most importantly, we added experience where it matters. We brought on Dan O’Brien—Olympic decathlon gold medalist and performance coach, and Jeff Church—a veteran beverage entrepreneur best known for co-founding and leading Suja Juice, to help guide strategy, execution, and growth. Their combined perspective, high-performance mindset, and deep beverage know-how help us focus on what wins: a great-tasting product, disciplined rollouts, and a brand that stands for something.

*Photo of Erik Rothchild & Dan O’Brien

Since relaunching, I’ve personally sampled WheyUP to over 15,000 people in 2025 alone. We’ve also been featured at the Arnold Sports Festival, Ironman, Los Angeles Athletic Club, Pat’s Run, Women’s Empowerment Expo, The Fit Expo, and in Wellness Magazine, and we’ve partnered with One Stop Nutrition.

The feedback has been incredible, especially from women. But everyone tells us how much better it is than the protein drinks that are thick, chalky, and hard to finish, that they are used to. WheyUP is the opposite. It tastes more like juice with bold flavors. It’s clean, light, and refreshing.

NOW IT'S TIME TO GROW

With your help, we’re preparing to relaunch the original ready-to-drink version of WheyUP in 2026, with all the benefits of our newest formula. So now you can grab a cold one from your local store and fuel your day with clean protein and natural energy. We’ll always love and plan to continue to carry WheyUP as a powder: it’s more economical and perfect for creating your own flavor combinations. But the ready-to-drink WheyUP line is built for true grab-and-go convenience for anyone who needs to get their day moving, fast.

Here’s the reality: this is a highly competitive category. Shelf space is fought for, trial isn’t guaranteed, and breaking back in (even with an amazing product) takes capital, discipline, and a fanatical focus on execution. Your investment doesn’t just help a company with great values grow; you become part of the movement that brings a better option to more people, faster.

That’s why we’re building a community-first engine around sampling, ambassadors, and authentic storytelling. We’ll use working capital for production runs, retail authorizations, targeted retail trials, DSD relationships, e-commerce growth, and a demo program that keeps conversion high. We’ve already seen what happens when people taste WheyUP: they get it.

Meet Captain WheyUP!

Captain WheyUP is our brand champion and creative mascot. He embodies the same values that started this journey in my kitchen: perseverance, belief, and never giving up. We created Captain WheyUP to make those values visible and memorable on products, at demos, in social, and in limited-edition drops that reward early believers. He’s a reminder that this brand is about more than macros; it’s about showing up, doing the work, and lifting others while you lift yourself. One rep, one set and one shaker bottle at a time!

This brand has been 18 years in the making, and we’re just getting started. With your help…

• You’re backing a founder’s grit: an 18-year pursuit that never quit.
• You’re supporting a product people actually love after first sip—clean, light, and refreshing protein + natural energy.
• You’re investing in a brand with real equity: heritage taglines, a modern rebrand, and a memorable hero in Captain WheyUP.
• You’re aligning with experienced guidance from Dan O’Brien and Jeff Church.
• You’re fueling a focused go-to-market plan: disciplined production, retail trials, demos, and ambassador programs.
• You’re helping bring a 2026 RTD launch to life with momentum already building.
• You’re joining a values-driven community that believes in perseverance, belief, and never giving up—together.

Are you ready to EARN Your WheyUP?!

From the bottom of my heart, THANK YOU for your time, for reviewing our campaign, and for considering an investment in WheyUP. Your belief means everything.

— Erik Rothchild

The WheyUP Wagon is ready to take off!!