🚀 From Burnout to $400M: How One Founder Brewed Success ☕

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Hey Deal Lift crew!

Founders always talk about the grind, the hustle, the sleepless nights. But what if the very thing fueling that hustle is actually holding you back? 🤯

Meet Shane Heath—a serial hustler, designer, and now the mastermind behind MUD\WTR, a coffee alternative brand that went from a kitchen experiment to a $400M giant in just five years. Here’s how he turned his own struggles into a goldmine. 💰

☕ The Hustler’s Journey

Shane has been about that entrepreneur life since day one. At 12, he was detailing cars. At 15, he had his own t-shirt line. Post-college? He launched an action sports video site. But nothing quite clicked. So, like many ambitious minds, he found himself working in tech as a UI/UX designer.

But despite his seemingly "balanced" life—yoga, meditation, an Ayurvedic diet—something was off. His anxiety skyrocketed, his sleep was all over the place, and his mood was unpredictable. The kicker? He had no idea why. 🤷‍♂️

Then came the trip that changed everything.

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🌍 The India Awakening

In 2015, Shane traveled to Goa, India, for an art residency. Immersing himself in the local culture, he discovered something that completely transformed his well-being: chai and turmeric. 🙌 Over six months, his anxiety faded, sleep improved, and mood stabilized.

The big realization? Caffeine was the culprit.

Six months without coffee made it crystal clear—he had been over-reliant on the very thing that was supposed to keep him productive.

But there was a problem…

He missed the ritual of coffee. The warmth. The energy boost. The vibe. So, like a true entrepreneur, he didn’t just accept the problem—he went full mad scientist to solve it. 🧪

☕ The Birth of MUD\WTR

Back in the U.S., Shane started mixing up his own coffee alternative, blending chai, cacao, chaga, and turmeric. The result? A drink that gave him energy without the crash.

At first, it was just for himself and his friends. They called it mud because, well… it looked like mud. But then coworkers got curious. People started asking for it. And soon, Shane realized—he wasn’t the only one looking for a better alternative to coffee. 🤔

So in 2018, with zero experience in the beverage industry, he turned MUD\WTR into a business. And the hustle was real.

Mixing batches in his Venice apartment, packing orders during lunch breaks, and using social media + word-of-mouth marketing, Shane was grinding. But guess what? People were buying. And a lot of them.

Seven months in? Thousands of orders per month and $100K+ in revenue. 💸

💰 $25M+ Raised & Millions of Cups Sold

By the end of 2018, Shane had secured his first $1.1M investment. In 2019, he raised another $4M. And since then? He’s raised a total of $25M and sold over 3 MILLION units. 🤯

MUD\WTR has become a cult favorite, leading the “coffee alternative” movement and raking in hundreds of millions in revenue.

And to think—it all started with a personal struggle.

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🎯 The Takeaway

Great businesses often come from great pain. Shane struggled with anxiety and energy crashes, so he built the product he needed—turning his problem into a multi-million dollar empire.

As Nvidia’s Jensen Huang once said: “I wish upon you ample doses of pain and suffering.” Because sometimes, the best ideas are born from struggle.

So, next time you hit a roadblock, ask yourself—could this be the start of something big? 🚀

Catch you in the next one,
Your Deal Lift Squad