『#251: Gatorade – Not Just A Sports Drink, Anymore.』のカバーアート

#251: Gatorade – Not Just A Sports Drink, Anymore.

#251: Gatorade – Not Just A Sports Drink, Anymore.

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概要

 Coach Ray Graves has 25 young, physically fit players all go to the infirmary after practicing on a hot day. He needed to fix that. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom-and-pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I’m Stephen’s sidekick and business partner Dave Young. Before we get into today’s episode, a word from our sponsor which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients, so here’s one of those. [AirVantage Ad] Dave Young: Welcome back to the Empire Builders Podcast. I’m Dave Young, alongside Stephen Semple. And today, Coach, you look like I could use some Gatorade. So Gatorade is the topic? Stephen Semple: That is the topic for today is Gatorade. Which it’s now part of PepsiCo, but it didn’t start out that way. It started as a little tiny thing. Dave Young: I don’t know a lot about it, but I know that I’m guessing in its early days, it was almost exclusively this sports drink that teams drank. Like football teams would have it on the sideline. And I don’t know if it came in powder that you just mixed into the big cooler that everybody got their drinks out of, I think that’s right. Stephen Semple: Yeah, and here’s how exclusive it was. It was developed specifically for a football team. Dave Young: Oh, okay. Stephen Semple: Yeah. Dave Young: The Gators? Stephen Semple: The Gators, exactly right. Dave Young: Go figure. Stephen Semple: So it’s 1965 in Gainesville, Florida, and really our story starts with a football coach and a doctor. And when we look at energy drinks today are a thing, but back then basically all you could get to drink would be either a pop or a glass of water. Dave Young: Yeah, yeah. Stephen Semple: I even remember when you couldn’t even get bottled water. It was you could get pop. You couldn’t get juice, pop. That was basically … Dave Young: But I also remember- Stephen Semple: You could barely even find orange juice back then. Dave Young: Sure. But I do remember football teams, and just me playing in high school or I was student manager for a while, and there was no energy drink like that. Not an energy drink, Gatorade’s not an energy drink. An electrolyte kind of a drink. Stephen Semple: Correct, sports drink. Yeah. Dave Young: A sports drink. So you had the little squirt bottles and there were always a bunch of salt pills handy. Players would swallow a salt tablet with their drink to replenish electrolytes, but that was about it and it was just basically table salt. Stephen Semple: What we’re going to discover here is even that idea of it being electrolytes wasn’t even known before the mid-’60s. Dave Young: Just like I know there’s a lot of salt in my sweat and I seem to have lost a lot of sweat and a lot of salt, so maybe I’ll replace some of that salt. That was all they knew. Stephen Semple: Yeah. So basically, here’s where we go. So sports drinks is a huge business today, it’s like a $30 billion business, and Gatorade is by far the market leader with 70% of the market share. And it’s part of Pepsi and for a while it was part of Quaker Oats, and before that it was independent. So we’re going to go back to Gainesville, Florida in the early 1960s, and we’ve got a football coach and a doctor. Ray Graves is coaching the University of Florida Gators- Dave Young: Right. Stephen Semple: … and he notices that there’s a problem. There’s a particularly tough practice on a hot day that sends 25 players to the infirmary for exhaustion and dehydration. And I want to think about this for a moment. This is not old guys like you and me. Dave Young: Yeah. Stephen Semple: This is young men who are athletes who are in the peak of health. Dave Young: Yeah, being overworked by coaches on a hot, humid day, but sure. Yeah, they’re not- Stephen Semple: Right. But at the same time, these are young men at the peak of their physical conditioning, 25 of them finding themselves in the infirmary. And initially they were told, “Drink more water. What you need to do is drink more water.” But he knew something was wrong because they were drink more water, but still getting dehydrated and ...
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