A-GAME Taps 'Liquid Death' Architect for National Growth

ORLANDO, Fla. – April 30, 2026 – A-GAME Beverages, the premium hydration brand backed by a roster of high-profile athletes, has appointed CPG veteran Mitchell Krupp as its new Chief Executive Officer. The move signals a strategic shift for the company, aiming to translate its star-powered brand recognition into aggressive national retail expansion and market dominance.

Krupp, who previously served as the company’s Chief Business Development Advisor and Board Member, steps into the CEO role at a pivotal moment. Johnny Damon, the Major League Baseball Champion who co-founded the brand, will transition from CEO to Chairman of the Board, ensuring the founding vision remains integral to the company's future.

A Proven Playbook for Disruption

In hiring Krupp, A-GAME is not just filling a leadership position; it's importing a specific and highly sought-after playbook for brand disruption. With over 25 years of experience scaling early-stage brands in the consumer-packaged goods space, Krupp is best known for his instrumental role in the meteoric rise of Liquid Death.

As an early investor and one of the initial Board Members, Krupp provided critical strategic guidance that helped transform Liquid Death from a niche startup into a billion-dollar cultural phenomenon and a category leader. His expertise in go-to-market execution, capital development, and strategic partnerships is a track record A-GAME is now betting on to replicate that breakout success within the hyper-competitive hydration market.

His influence extends beyond a single success story. Krupp has served as the first Board Advisor for Chlorophyll Water, where he was credited with securing key retail placements and preparing the brand for its first formal investment round. His advisory portfolio also includes successful brands like Saint James Iced Tea, High Ground Chips, and Malk Organics, demonstrating a consistent ability to identify and nurture high-growth potential.

“Mitchell’s track record and ability to guide brands through rapid expansion are exactly what A-GAME needs at this pivotal stage,” said Johnny Damon in the official announcement. “His background with high-growth brands like Liquid Death, Chlorophyll Water, and Saint James Iced Tea provides a roadmap for our own national acceleration.”

Navigating a Crowded Arena

Krupp’s challenge is formidable. A-GAME enters a crowded arena dominated by legacy giants like Gatorade and Powerade, and recently disrupted by formidable players like BodyArmor, Prime Hydration, and the ubiquitous Liquid I.V. With an estimated annual revenue of around $1.6 million, A-GAME is a relatively small challenger aiming to carve out a significant share.

The company’s primary weapon is its product formulation. A-GAME positions itself as a premium, natural hydration drink made with “no fake stuff.” Its beverages utilize pure Icelandic glacier water, sea salt for natural electrolytes, and honey for sweetness, containing eight essential vitamins while being free from artificial dyes, flavors, and sweeteners. This clean-label approach is a key differentiator in a market where consumers are increasingly wary of high sugar content and synthetic ingredients.

For instance, A-GAME's zero-sugar options offer 250mg of sodium with no artificial ingredients, a stark contrast to competitors that often rely on artificial sweeteners or, in the case of standard formulas, contain high levels of sugar and artificial colors. This positions the brand to appeal directly to the health-conscious consumer.

While its retail presence has been concentrated on the East Coast, the company has laid the groundwork for the national push Krupp is tasked with leading. Recent distribution deals with Kalil Bottling Co. in Arizona and Polar Beverages in New England have expanded its geographic footprint. Furthermore, a nationwide launch on Walmart Marketplace in 2025 made the product accessible across the country online, setting the stage for a broader brick-and-mortar retail strategy.

Capitalizing on the Wellness Wave

Krupp’s appointment is timed perfectly to capitalize on powerful consumer trends. The global functional beverage market, valued at over $175 billion, is projected to nearly double by 2030, driven by a consumer base that demands more than simple refreshment from their drinks. Health, wellness, and performance are no longer niche interests but mainstream priorities.

A-GAME’s focus on clean, natural ingredients aligns perfectly with the overwhelming consumer demand—with over 80% of U.S. consumers actively seeking clean-label products. However, the most significant tailwind may be the explosive growth in the powdered hydration category. Once a niche for endurance athletes, hydration powder sticks have become mainstream, valued for their convenience, portability, and functional benefits. This segment grew by 15% in volume in the U.S. in 2024 alone.

It is no coincidence that Krupp’s mandate explicitly includes accelerating the distribution of A-GAME Hydration Powder Sticks. This format allows the brand to compete directly with leaders like Liquid I.V. while offering a cleaner ingredient profile, potentially capturing a segment of the market looking for function without compromise.

Fusing Star Power with Strategic Execution

A-GAME was built on a foundation of athlete credibility. With founders and partners like Johnny Damon, Bo Jackson, Tim Hardaway Sr., and Caleb Downs, the brand boasts an all-star roster that provides instant visibility and authenticity in the sports world. This strategy leverages the well-established “match-up hypothesis,” where an endorsement is most effective when the celebrity’s image aligns perfectly with the product—a natural fit for athletes promoting a hydration beverage.

Yet, in today's market, star power alone is not enough to secure victory. The appointment of Krupp represents a critical evolution in A-GAME’s strategy: fusing its potent marketing appeal with disciplined operational and commercial expertise. The goal is to transition the company from an athlete-backed startup into a professionally managed CPG powerhouse.

This new chapter will focus on converting the brand awareness generated by its famous backers into tangible sales and ubiquitous retail availability. The mission is to ensure that when a consumer hears about A-GAME from Bo Jackson or sees it on social media, they can easily find it on the shelf of their local store. The hiring of Mitchell Krupp is A-GAME's most aggressive play yet, a clear signal that it is ready to move beyond its origins and compete for a leadership position in the national hydration market. The coming months will show whether the CPG Midas touch can help A-GAME truly bring its A-game to the national stage.