Our Ex’treme Story: 

How It Happened

One afternoon in August 2002, Tim Day and Al Gosling were in Tarifa, Southern Spain. Tarifa is known for its epic wind conditions - perfect for kite surfing and windsurfing. However, there was virtually no wind that day. So with little else to do, Tim and Al hung out at the "Spin Out" bar on the beach shooting the breeze. While chilling in the Spanish sun and discussing life, they concluded there was a gap in the drinks market and an opportunity to launch a new drinks company. The goal was to deliver a range of natural fully "funk"tional drinks, incorporating natural ingredients to satisfy people across any lifestyle occasion. They spent twelve months developing the range of drinks and launching the business in early 2004, adding to the family of Extreme companies.

In 2007, Corey Namba and Kristin Hirtz, two childhood friends that grew up together in San Clemente, CA, rekindled high school ambitions of starting a company together. A company whose social awareness and health consciousness would always supersede decisions for increased profitability. A company that combined their passions of having fun while doing good. Corey was already working with The Extreme Drinks Company as a U.S. distributor. The The Extreme Drinks Company is a subsidiary of The Extreme Sports Company, a pioneering brand management and licensing company that owns the Extreme brand. Extreme is the brand behind The Extreme Sports Channel which broadcasts into 54 countries and approximately 48 million homes 24/7. Extreme embodied the fundamental values that Corey supported – pairing an active, high-energy lifestyle with a strong socio-environmental spirit. Corey introduced Kristin to Extreme Drinks and before he had finished his first can of Ex Pure Energy, they were mapping a future business partnership. They were both hooked on the unique role this new family of guilt-free beverages could play in satisfying a rising consumer thirst for a more mindful and natural alternative to the functional drink status quo. They set out to attract talent and experience to help them bring the Extreme Drinks' line of beverages to the U.S.

Kristin’s family, who loved the drinks and the company ethos so much, jumped on board to help guide the venture toward a sustainable future. The Behr family’s passion for the beneficial beverages, aligned with the growth of the brand in California and Hawaii, led Deborah and Otho Behr to the decision of taking their financial and professional commitment to the next level in order to become licensees rather than distributors. Ex Drinks, LLC became the exclusive, long-term licensee for the United States, all its possessions and military bases worldwide, from the UK-based licensor company Extreme Drinks Ltd. on August 12, 2009.

As the American licensee of The Extreme Drinks Company, Ex Drinks, LLC reformulated an already great line of functional drinks to fit the U.S. market in late 2010 - winning a 2011 Beverage Innovation Functional Drinks Award for Best Energy Drink with Ex Pure Energy.