Richard Mumby | How Wip Built a New Energy Category — 2.5M Units, Tony Awards, and the Clean Caffeine Movement

Richard Mumby has launched Juul, built Bonobos, won two Tony Awards, and now he's creating an entirely new category in energy with Wip — a clean caffeine pouch that crossed 2.5 million units sold in its first year. On this episode, Richard breaks down how he identifies category-creation moments before the market catches up, why nearly 70% of Wip's customers have never used a pouch before, and what the performance world's rapid adoption of Wip says about where energy is heading. Plus — his full flow stack, his take on self-awareness as a superpower, and what it actually looks like to build a brand around an unmet need rather than an existing shelf.👇 Episode Sponsors👇amp | This smart fitness device is reinventing how we workout at home. Select from over 500 guided exercises, everything from strength straining and HITT to pilates and mobility. Use my partner link ⁠⁠here⁠⁠.SISU | The best wood burning American made sauna's in the game. Use code PLAYBOOK for $250 OFF or click my partner link ⁠⁠⁠here⁠⁠⁠.Plunge | The #1 cold plunge brand in the world. I use them for mindset purposes but the health and wellness benefits are endless. Use my partner code ⁠⁠⁠here⁠⁠⁠.HAELO | An innovative recovery system using Pulsed Electromagnetic Field (PEMF) therapy to help recharge your body at the cellular level. Get $300 OFF with code PLAYBOOK using my partner link ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠.