Launching Tului: A Performance Energy Drink Built for the Fitness Channel

Host Branden Hudson introduces guests Nick Tagipour and Drew Dunlap to announce the launch of Tului, a new performance-focused energy drink aimed first at gyms. They discuss how their 20+ year friendship and combined experience in fitness clubs and consumer packaged goods led to the brand, plus the risks and cash demands of entrepreneurship and the need for a focused go-to-market plan. Tului’s hero SKU features 200mg caffeine paired with 150mg L-theanine for “jitter-free” energy, plus a “performance stack” with nootropics (alpha-GPC, uridine 5’-monophosphate), B vitamins, and L-citrulline for pump, designed for clean energy and mental clarity. The name comes from Nick’s grandmother’s maiden name and supports trademarkability. First cans were produced yesterday; rollout starts in Nick’s clubs with demos, events, and later e-commerce at tuluilife.com and @tului.life.00:00 Welcome and Support01:04 Meet Nick and Drew01:53 Why Build Tului04:12 Startup Reality Check07:07 From Idea to Shelf08:30 What Makes It Different10:07 Performance Stack Breakdown11:57 Flavor and Daily Use13:25 Fitness Industry Shift14:37 Vision and Lifestyle Brand17:59 Authenticity and Small Wins21:36 Celebrate The Wins22:14 Naming Tului Origins22:38 Trademark And Moats25:04 First Cans Tasting26:21 Savor The Win28:44 Where To Buy Launch31:56 Focused Channel Strategy33:11 Culture Brand Lessons36:00 Two Year Roadmap40:26 Socials And Wrap Up