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Origin Story
Our Story

is really the story of Sam, our Founder, and CEO. Sam was a college student, trapped in a cycle of bad habits that left him feeling depleted and foggy. He knew he wasn’t operating a full capacity. He wanted a healthy alternative to energy drinks and focus-enhancing drugs. Then, through his MBA program in Entrepreneurship, Sam met a biochemist named Peter.

With Peter’s knowledge of neurotransmitters and brain function, Sam decided to harness the goodness of real food with the power of science. Many rounds of ingredients and combinations later, he created BrainJuice® formula. Since then, his mission has been to perfect the formula by continuously updating the ingredients with the best food-derived sources available.

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BrainJuice® Exists because We
focused on what matters to us

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The idea for BrainJuice® was born.
  • After 108 variations (versions) the BrainPower Blend is developed
  • BrainJuice® launches with the help of an investment by Sam's uncle
  • BrainJuice® is sold online and to friends and family under the name Alpha Wave
  • Repeat customers can't remember the product name and call it BrainJuice®. A new name is born.
  • Additional family and friends investors come on board to fund a larger batch of BrainJuice®
  • BrainJuice® gets into its first retail store, a locally owned health food store in Austin, TX
  • BrainJuice® expands to 50 local stores by walking product door to door
  • A local forager for Whole Foods Market accepts BrainJuice® into Austin-area stores
  • BrainJuice® goes on shelf in Central Market stores
  • By popular demand Caffeine Free BrainJuice® is created
  • BrainJuice® launches a new color scheme (from light pea green to dark green)
  • An Angel investor makes their first investment in the BrainJuice® team
  • BrainJuice® underwent a brand refresh and upgraded its look and packaging
  • BrainJuice® expands to Pac Northwest region of Whole Foods
  • Ended the year with 150 stores
  • Hired VP of Sales and Director of Marketing
  • Expanded into Whole Foods Rocky Mountain region
  • On shelf in GNC and H-E-B
  • Ended year in 1,200 stores
  • Added several retail chains including Sprouts, Fresh Thyme, Giant Eagle, Lucky's and Buc-ee's
  • GNC expanded to additional stores
  • BrainJuice® Drink Mixes launched online
  • BrainJuice® is accepted to participate in FoodBytes! NYC
  • BrainJuice® Original Shot is accepted into Whole Foods Global
  • Launched BrainJuice® Active in Whole Foods Global
  • Launched 3 new shot flavors (Strawberry Lemonade, Pomegranate Acai and Orange)
  • CVS brings BrainJuice® shots and drink mixes into 4,000 stores
  • The team is 8 strong
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The Brains behind BrainJuice

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Sam earned his BS in Public Relations from University of Texas and his MBA in Entrepreneurship from the Acton School of Business. Sam is also a co-founder of Good Society and on the board of Serenity Kids organic baby food.

Sam Elick

Founder & Chief Product Officer
Prior to joining BrainJuice in 2018 Cindy, a CPA, held various corporate finance positions and operated her own successful small business.


Tony brings over 25 years of sales and entrepreneurial experience to BrainJuice. He has operated his own businesses and built a sales teams from scratch for a large supplement company.


VP of Sales
Rich earned his B.A. in Marketing from Texas State University. Prior to joining BrainJuice he worked with brands like Oatmega and Live Soda.

Rich Robinson

Director of Marketing
Jenn parlayed her love of problem-solving into a career in operations. After several years managing production for Tiff's Treats, she joined BrainJuice in 2018. Jenn has a degree in sociology from The University of Texas.

Jenn White

Director of Operations
While under Mark's leadership as CEO and President, Keller Williams became the largest real estate franchise by agent count in North America. Since leaving Keller Williams, Mark has become an active investor in multiple businesses.

Mark WIllis


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