Think of yoga. You just pictured Lululemon.
Think of running. Nike.
Now think of sauna.
Nothing, right?
That’s the spot we want.
Big words for two guys with one prototype.
So where do you start? Not with robes and towels and a line of sauna hats. You start with one thing, and you make it better than anyone else.
We saw a TikTok from a guy who dissects brands, and it stuck. Find a niche small enough the big brands won’t bother with it, and start building there. Say exactly what your product is and who it’s for. The lifestyle brand comes later, once we’ve earned the trust of sauna houses and sauna-goers alike.
A water bottle for the sauna is about as small as it gets. Most people don’t think it needs to exist. Eli certainly didn’t. That’s why we can build the best one. No big bottle brand is going to design for the top bench.
It needs to be easy to hold at 195°F and keep your water cold while everything around it is hot. Not a moon landing.
Nail that, and we earn the right to the rest.
So first, we’re making one bottle. For the sauna, with cork on the outside.
But that’s just where we start. What we really want is to bottle the feeling of walking out of a sauna, embodying that through our products and our brand.