Ultra’s $25B Bet on Focus | Founder Eric Drymer

Ultra founder Eric Drymer joins the Playbook HQ Podcast to talk about building a nicotine-free performance pouch brand in one of the fastest-growing categories in consumer goods.We cover:What Ultra is and why pouches beat drinks for on-demand focusHow paraxanthine works — and why it’s cleaner than caffeineSelling 1M+ cans in six months and raising an $11M Series AWhy 30% of Ultra users have never used nicotineEric’s personal flow stack and leadership philosophyNot another energy drink story. This is a new performance ritual.👇 Episode Sponsors👇HAELO PEMF TherapyHAELO is an innovative recovery system using Pulsed Electromagnetic Field (PEMF) therapy to help recharge your body at the cellular level. Support better performance, faster recovery, and overall wellness with targeted PEMF sessions you can use at home or in the gym. Get $300 OFF any HAELO device with code PLAYBOOK using my partner link ⁠⁠⁠here⁠⁠⁠.Ion LayerIon Layer uses medical-grade transdermal patches to deliver key compounds straight into the bloodstream — no needles, no pills, no gut irritation. Just clean, controlled delivery designed for performance, focus, and recovery. Get $100 OFF your first kit with code PLAYBOOK at checkout using link ⁠⁠⁠here⁠⁠⁠.Somnee Sleep HeadbandSomnee is the only headband that not only tracks your sleep, but actively improves it. Built with lab-grade EEG sensors and personalized neurostimulation, Somnee helps you fall asleep faster and stay asleep longer — without pills or gimmicks. Co-founded by world-renowned sleep expert Dr. Matt Walker. Shop Somnee through my partner link ⁠⁠⁠here⁠⁠⁠ and experience performance-grade sleep.Superpower – Health OSSuperpower is your personal Health Operating System — built to decode, track, and take control of your health. Get 100+ biomarker lab tests at the start of each year, plus ongoing insights and guidance with no hidden fees. HSA/FSA eligible and designed for people who take performance, longevity, and prevention seriously. Use my Superpower partner link ⁠⁠⁠here ⁠⁠⁠to get started and unlock your health data.RORRA Water Filter Not your average water filter. RORRA’s countertop system is smart, simple, and powerful — using submicron filtration to remove microplastics, PFAS, and other contaminants without stripping essential minerals. HSA/FSA eligible and built for people who care about what actually goes into their body. Get 15% OFF your RORRA Countertop System using my partner link ⁠⁠⁠here⁠⁠⁠.