by Matt Weik, BS, CSCS, CPT, CSN
Christian Guzman isn’t new to taking dangers. He’s constructed a health empire on ambition, imaginative and prescient, and hustle. However not every little thing he’s touched turned to gold — a minimum of not at first.
Working example: 3D Vitality.
The flashy cans. The influencer hype. The cult-like following. For some time, all of it seemed like a 3D Vitality was a house run for Christian Guzman and his two companions.
Then issues went quiet. Gross sales slowed. The model began slipping. And now, years later, we’re taking a look at a full-blown relaunch. However this time? Guzman introduced in some severe backup.
In case you’ve been following my content material for any period of time, you’d know that I’ve been a fan of Christian Guzman for fairly a while. I’ve talked about his clothes model, his Disneyland-like gymnasium, the downfall of his physique, and his 3D Vitality drinks.
One article that has gained some traction on-line is the one I wrote again in 2022, the place I mentioned Christian Guzman and Chris Bumstead are the way forward for the trade. Much more attention-grabbing is that they’re nonetheless well-liked at present, and each have retired from competing. So, it ought to come as no shock that they each teamed up for the relaunch of 3D Vitality.
On this article, I’m going to dive deeper into the 3D Vitality relaunch and whether or not I really feel it’s going to maneuver the needle this go-around.
Disclaimer: This text is for informational functions solely and isn’t meant to deal with or diagnose any situation. It is suggested that you just converse along with your physician earlier than beginning any train program, making adjustments to your vitamin plan, or including any new dietary supplements into your present routine.
The place 3D Vitality Went Mistaken
The unique launch of 3D Vitality (previously Up Vitality earlier than they bought sued by UPTIME as a result of their merchandise seemed almost an identical — even their logos) got here out swinging. It had the aesthetics. It had the advertising and marketing. And it had Guzman — one of the crucial influential health creators within the sport — on the helm.
So, what occurred?
Companions.
That’s what occurred.
Behind the scenes, Christian was tied up with enterprise companions who owned 40% of the model. And those self same companions? They had been additionally concerned with different main gamers within the beverage house by way of their firm, Congo Manufacturers, like Prime and Alani Nu.
That’s a direct battle of curiosity if I’ve ever seen one.
As Christian not too long ago revealed, these companions had no actual need to push 3D Vitality ahead. Actually, they allegedly blocked progress, created roadblocks, and left the model spinning its wheels. Distribution offers stalled. Advertising and marketing momentum fizzled. And Christian was caught attempting to resolve navigate this example.
The actual fact is, he didn’t have full management. So, he stepped again. Restructured. And fought to get all of it again.
Now, with these companions gone (he purchased them out), he owns 100% of 3D Vitality. That mentioned, he’s not relaunching alone.
Enter: Jansen, Bumstead, and the Uncooked Crew
This time round, Christian referred to as within the cavalry and the brand new friendships he’s constructed over the previous couple of years.
He linked up with Matt Jansen and Chris Bumstead — names that maintain severe weight within the health and complement trade. However this isn’t nearly slapping some well-known names on a label.
It’s about technique.
Jansen and Bumstead are two of the brains behind Uncooked Diet. In just some quick years, they’ve turned Uncooked right into a monster of a model. Excessive-quality merchandise. Good advertising and marketing. Speedy progress. They know construct and scale.
And now they’re serving to Christian do the identical with 3D Vitality.
It’s greater than a partnership — it’s a rebuild from the bottom up, and I’m right here for it.
A New Look, A New Technique
Let’s speak adjustments.
First off, the can is completely different. 3D Vitality is transferring from simply having solid-colored cans to now including in some distinctive coloration gradients to carry some fashion to sure flavors. Whereas I don’t assume this can be a massive deal, some could favor the newer can look.
Second, they’ve cleaned up the system. No synthetic colours. No pointless junk. Simply clear power, nice style, and higher substances.
In different phrases, 3D Vitality isn’t simply again — it’s general a greater product within the can (which is refreshing).
The relaunch additionally options some new flavors. Christian even introduced in his spouse, Heidi Somers (Buffbunny), to assist design one which he’s deeming “Heidi’s drink.” It’s a refreshing possibility that’s not like the rest in the marketplace, in response to Guzman.
They’re not attempting to repeat what’s on the market. They’re attempting to lift the bar.
The Energy of Distribution
One of many largest points 3D Vitality confronted previously was distribution.
You’ll be able to have the very best product on the earth, but when individuals can’t discover it, it gained’t promote.
With the Uncooked Diet staff concerned (and with their established retailer relationships), 3D Vitality now has a shot at stepping into GNC, Vitamin Shoppe, and past.
For the document, I’ve discovered 3D Vitality (the outdated system) in locations like Greenback Tree for $1.25 per can. So, if you happen to’re positive with the outdated product, it can save you a ton by loading up.
Nonetheless, this new partnership with the RAW crew is tremendous vital for 3D Vitality.
You want eyeballs. Shelf house. Publicity.
And now they’ve the staff and sources to make that occur.
Influencer Energy Completed Proper
Let’s be actual — this new model of 3D Vitality has an unfair benefit.
You’ve bought Christian Guzman, a social media juggernaut with tens of millions of loyal followers. You’ve bought Chris Bumstead, five-time Mr. Olympia Basic Physique champ and one of the crucial adopted health athletes on the earth. And also you’ve bought Matt Jansen, the coach and businessman, quietly orchestrating a number of the trade’s largest successes.
That type of attain and credibility can’t be purchased.
And when it’s used proper, it creates a wave of demand you simply can’t faux.
This isn’t about paying some influencer to carry a can and smile. That is actual possession. Actual involvement. Actual ardour. And I’m additionally glad to see Bumstead is taking possession in a number of manufacturers within the trade and additional making his mark in health and bodybuilding.
Will the 3D Vitality Relaunch Work?
That’s the million-dollar query, proper?
The reality is, 3D Vitality at all times had potential. However it was chained down by dangerous enterprise selections and companions who didn’t imagine within the imaginative and prescient.
Now? The chains are off.
Christian has management. He has a stronger staff. A greater system. A wiser sport plan. And maybe most vital of all, he has momentum.
Positive, the power drink market is saturated. However there’s nonetheless room for a model that does it proper. And 3D Vitality appears prefer it’s lastly able to compete.
Hopefully, This Go-Round 3D Vitality Exhibits Progress
Christian Guzman has discovered from his errors. He’s not relaunching 3D Vitality to show one thing — he’s doing it as a result of he is aware of the model nonetheless has one thing to supply.
With Matt Jansen and Chris Bumstead within the combine, this isn’t only a second probability. It’s a full-on resurrection.
In the event that they play their playing cards proper, 3D Vitality might develop into the go-to power drink for the health crowd and past.
Solely time will inform how issues play out ultimately.
However one factor’s for certain… 3D Vitality is formally again. And this time, it’s coming with some muscle behind it, and I want all of them the very best.