The Rise of Cadence: From Startup to a $100M Valuation

When Steven Bartlett—founder of The Diary of a CEO—announced he was throwing his own electrolyte company "in the bin" to back a competitor, the business world took notice. That competitor was Cadence, a hydration brand founded by Ross and George Heaton (of Represent).

In a deep-dive interview, Ross breaks down the four-pillar strategy and the aggressive financial projections that have turned Cadence into a nine-figure business in record time.

1. The Four Pillars of a Billion-Dollar Vision

To scale Cadence into a global powerhouse, Ross identifies four critical areas of focus:

  • Innovation: Creating "best-in-class" products that solve real physiological needs.

  • Distribution: Moving from a niche online presence to being strategically available everywhere.

  • Unit Economics: Driving down costs while scaling revenue to ensure the business remains profitable.

  • Brand & Community: Building a "zeitgeist brand" and a cult-like community that people are proud to align with on social media.

2. The Science of Sweat: Product Innovation

Cadence’s core innovation is centered on sodium. Through extensive sweat testing, the team found that the average runner loses roughly 950mg of sodium per hour. Since the average run lasts about 30–35 minutes, Cadence formulated its core product with 500mg of sodium.

The brand is also expanding its product line to match the biological clock:

  • Race Skews: Higher sodium for peak performance.

  • Recover Skews: Lower sodium combined with sleep-inducing ingredients to prevent late-night bathroom trips.

3. The "Retail vs. D2C" Strategy

While many modern brands stay exclusively online, Ross argues that breaking the $100 million revenue ceiling requires physical retail (wholesale). However, Cadence purposefully started as a Direct-to-Consumer (D2C) brand to protect cash flow and build a community before facing the low margins and long payment terms of big-box retailers.

The Wholesale Pivot:

  • The Vitamin Shoppe: Launching in 750 locations.

  • GNC: Recently confirmed as a major retail partner.

  • Shift: The company expects its revenue mix to shift from 50/50 D2C/Wholesale to 80% Wholesale by the end of 2025.

4. The Numbers: Growth & Projections

The financial trajectory of Cadence is "unheard of" for a brand that only launched in April 2024.

Based on this 100% year-over-year growth profile, both Steven and Ross agree that the company has already reached a nine-figure valuation ($100M+).

The Founder’s Philosophy: "Founder Defense"

A key takeaway for entrepreneurs is Ross’s "stoic" approach to leadership. Having run a previous business with 117 employees that raised over $100 million, he learned the hard way to maintain a "flat line" emotional state. He views extreme excitement as a threat to focus and potential complacency, choosing instead to stay "prepared" for the inevitable chaos of scaling a global brand.

D2C Brands, Food BrandsFrancesca Tabor