The routine was the thing that kept breaking.
Grayson Lutin and Matthew Gold met as undergraduates at the University of Florida and became roommates. Their mornings turned into a running argument with their own shelf: too many bottles, too many powders, too many small decisions attached to something that was supposed to be simple.
Lutin had been paying close attention to nutrition since being diagnosed with Crohn's disease at fifteen. Gold went on to study medicine at Nova Southeastern University. Different angles, same conclusion — the failure point was never the ingredients. It was the protocol.
Matthew Gold and Grayson Lutin, co-founders
Simplify the morning, and the habit keeps itself.
So they changed the format instead of adding another product.
Rather than formulating one more capsule to sit alongside the others, the pair asked a different question: how do you make daily wellness something people can actually keep up with? The answer they landed on was the wellness shot — a format they argue is overlooked despite being simple to take and easy to stay consistent with.
Working with researchers and formulators, they built an initial set of 2 oz shots aimed at core, overlapping need states rather than a single do-everything blend. The specific formulas stay proprietary for now, though the named actives include Cognizin citicoline, L-theanine, ElevATP, GutGard, CyanthOx and a B-complex base.
Liquid is the difficult way to do this.
Most shots on the shelf are juice-forward with modest active loads. Putting clinically meaningful doses into a stable, drinkable 2 oz format introduces real problems — taste, stability, and ingredients that interact with one another. Much of the past year went into making the format work without giving up the experience of drinking it.
Bootstrapped, then a pre-seed, then real users.
The company was self-funded at the start, followed by a small pre-seed round that paid for R&D and an initial pilot. That funded a beta with early customers whose feedback — on the product and on the experience around it — continues to shape what gets built next. A broader launch and the next round are ahead.