Michael Fedele Is Rewriting Coffee’s Playbook with Throne Sport Coffee
There aren’t 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’t 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 billion-dollar brand before its acquisition by Coca-Cola, Fedele noticed something that kept appearing behind the scenes with professional athletes. “They were all drinking iced coffee,” Fedele tells Muscle & Fitness. “Not energy drinks.” 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 Throne Sport Coffee , a ready-to-drink coffee designed specifically for people who demand more from their daily fuel. It also attracted one of the biggest names in sports. All-pro ...