How Energice Was Born
On a hot afternoon in a New York park in June of 2010, a few parents were speaking after yet another suburban weekend spent coaching and watching their kids participate in a game. As we did after every game, we found ourselves picking up dozens of partially consumed sports bottles all over the fields. We wondered if there was another way to efficiently cool and fuel an athle
te with less waste, and we had found our inspiration as we exited the sports fields. We saw one endless line for the truck serving frozen ices and one empty line for the truck serving cold drinks. It told us everything we needed to know. Combining our quest for sensible refreshment with an athlete's need for energy we thought, "What if we made it in ice form?"
Thus a simple question by concerned parents started the EnergIce® brand. We had a few simple rules:
No stimulants, No banned substances! John Detommaso and Pat McCabe, two legendary hall of fame lacrosse players known for their perseverance and excellence on the field, along with fellow coaches and athletes Glenn Firestone and Chris Hanley, began to build the EnergIce® team. Since its inception, EnergIce® has never been known to do things quietly. Under the leadership of its CEO Glenn Firestone, EnergIce® began to assemble an equally formidable team. We brought our idea to expert marketer's, the Bishop's (former owners of SoBe beverage), then onto WILD Flavors, Inc. one of the leading food development companies, and finally to Jel Sert, the world's leading ice maker. Still not satisfied, the team began calling on coaches and trainers in numerous sports to taste and critique the product. The world's leading coaches explained: "The more particles a rehydration beverage contains (such as carbohydrate, electrolytes, amino acids, anti-oxidants, protein or flavoring), the higher its concentration of particles. Optimal absorption of fluids within the body happens when a sports drink solution is equal in terms of concentration of particles dissolved in a solution to what naturally occurs in the body. As the concentration of your sports drink increases, efficient uptake from the GI tract is decreased." Now armed with the realization that bigger is not always better, and remembering all of those half-empty bottles strewn on the field, we created the perfect on-field consumption size of 2.5 ounces…not 12, not 20, further proving that, "Not All Sports Energy Products are Created Equal.™"
Now, over 3 years later, EnergIce® is available in 3 varieties of carefully formulated ice bars, including ARTIC BLAST Blue Raspberry, ROCKET FUEL Fruit Punch and E-LECTRIC Lemon Lime. We at EnergIce® believe that our customers know a good thing when they find it, and they will continue to choose EnergIce® once they try it. That has been the secret behind EnergIce's® overwhelming success. We also know that a company is much more than just its name, its products, or a cool website. We know providing efficient energy to athletes allows us to save thousands of bottles from being strewn in fields all over this land. At EnergIce®, we take extra steps to be good to not only our athletes, but also our community and our environment. We took the time to innovate, listen, change and redefine EnergIce®, and would not rest until it was not only the perfect taste, but also the perfect size. EnergIce® is cool and clean energy for athletes everywhere and for the parents just like us cheering them on!
