By Sara Stover
A version of this feature ran in the June issue of BRAIN.
HONOLULU (BRAIN) — It's been one year since Marie Jobes launched HIdrate Electrolytes, a Hawaii-made and woman-owned hydration drink company. Designed for athletes training and racing in humid climates, the drink mix debuted at the Hapalua Half Marathon on the island of Oahu in 2024.
"Over the years, I've tested many electrolyte products for replenishment and could never find anything that helped me avoid cramping and stay hydrated that was clean and tasted good," said Jobes, a triathlete from Hawaii who worked for Girls Inc. of the Pacific Northwest before moving home to run her resale business, Island Hemp Collective. "Because Hawaii is so humid, I needed electrolytes and started blending my own in my kitchen. I incorporated my favorite childhood flavors from Hawaii into my drink mix to create a hydration solution that has high sodium levels and sustains energy levels. After months of meticulously testing various combinations, I finally crafted a convenient, shelf-stable solution that was easy to pack and offered multiple servings."
From funding development out of pocket to doubling sales
While continuing to manage Island Hemp Collective, Jobes funded development of HIdrate Electrolytes out of her own pocket, which included certification to ensure that the hydration drink was consumer-safe. From conception to market, the process took her around two years, culminating in the in-person launch of HIdrate Electrolytes at the Hapalua Race Expo in April last year.
"After that race, I got a ton of online orders and gained a handful of loyal customers. They gave me great feedback, and I then updated the formula and redesigned the packaging. By the end of 2024, athletes were using HIdrate in the Ironman World Championships and we were the official on-course hydration sponsor for the 100% Pure Kona Coffee 5k and Half Marathon," said Jobes. "HIdrate's first year was pretty exceptional. From Hapalua 2024 to 2025, sales have doubled."
According to Jobes, most wholesale and retail accounts she has worked with so far have continued to order more HIdrate Electrolytes' pouches to stock in their shops: "I've received resounding support from retailers who want to promote a female-owned brand. They appreciate that HIdrate Electrolytes is made in the U.S., and that my commercial kitchen and massive storage unit are here in Hawaii. And their customers enjoy the exotic, unique flavors that you can't find anywhere else. Passion Orange Guava, Lightning Liliko'i, and Ling Hing Lemon remind people of a tropical vacation."
Jobes developed HIdrate Electrolytes to be an alternative to LMNT and Liquid I.V. Electrolyte drink mixes, which she said have added sugar and calories. One serving of HIdrate Electrolytes has five grams of powder. "Not 12 like the others," Jobes continued. "HIdrate is really clean because we cut out sugars, additives, and preservatives, which resonates with our outdoor enthusiasts and athletes who live active lifestyles and want to put good stuff into their body."
Retail partners are required to purchase a minimum of 24 pouches per order and HIdrate Electrolytes includes a display box with wholesale orders, which provides educational information for the retailer and their customers. Retailers are also added to the website's Retailer Partners' page.
"HIdrate Electrolytes retails for the same price online and in-shop, and while customers who buy direct from us receive a discount if they purchase four pouches in one order, they still have to pay shipping, so it evens out to the same price as buying from an independent retailer," said Jobes.
A balancing act
Crafted in small batches in Hawaii, HIdrate Electrolytes drink mix is free of added sugars and calories. Every bag contains 12 servings of drink mix and each serving offers 900 mg of sodium, 150 mg of potassium, 130 mg of calcium, and 65 mg of magnesium.
"Whether it is exercising, braving hot weather, recovering from illness, or tackling daily activities, drinking electrolytes is so important for staying hydrated, supporting muscle and nerve performance, regulating body temperature, and preventing imbalances. HIdrate Electrolytes is carefully formulated to balance electrolyte levels, supporting optimal hydration, endurance, and recovery," said Jobes.
With the support of two other women who assist her with packaging and help with the HIdrate Electrolytes' booths and aid stations at events, Jobes balances running her business' daily operations and marketing at expos and festivals with racing competitively as a runner and triathlete, and serving as a bicycle education instructor for the Hawaii Bicycling League, teaching elementary school students about cycling safety. "So far this year, HIdrate Electrolytes was the official on-course hydration sponsor for the Lavaman Triathlon, which was a huge success. And recently, we were at Haleiwa Metric Century Ride and Aloha Fun Ride providing hydration at all five aid stations along the route."
To help build a base for HIdrate Electrolyte during its first year, Jobes went into local shops in-person and even created collaborative posts, leveraging social media to connect customers and retailers. As event schedules become more consistent and her network of retail partners grows, Jobes said she plans to eventually build a core staff, hire sales representatives, and work with investors and partners.
"BOCA Hawaii was the first shop to carry HIdrate Electrolytes. Now our drink mix is sold in 22 retail shops across Oahu, Maui, and the Big Island of Hawaii. I'm currently talking to three serious buyers in other states," Jobes said. "And of course, I'm busy perfecting the latest HIdrate Electrolytes flavor."
