AI, Athletes, and the Future of Hydration With Bodyarmor

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In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton talks with Tom Gargiulo, chief marketing officer at Bodyarmor Sports Nutrition. Gargiulo shares the challenges of competing in the sports hydration market, how AI reshapes the brand’s strategies, and what it takes to build a winning team.

With the backing of Coca-Cola and a portfolio of innovative products, Bodyarmor is redefining what it means to stay ahead in the sports drink category. Discover how the brand balances innovation with consumer expectations while leveraging AI and building a strong team culture in the process.

“One of the biggest opportunities that we identified was how do we start connecting our athletes to our product itself,” Gargiulo says on the podcast. “Playing off the fanatical nature of fans in certain markets and unlocking the ability to kind of give them something unique. And then we took it a step further by integrating unique content with each one of our bottles with augmented reality.”

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Gargiulo is an experienced marketing leader with a dynamic career spanning multiple industries. After starting his journey with the NFL, Gargiulo went on to hold leadership roles at prominent brands like Frito-Lay, Danone, and Kind. During his time at Kind, he helped navigate its successful acquisition by Mars. Now, as CMO of Bodyarmor, Gargiulo focuses on leveraging data, AI, and consumer insights to position Bodyarmor for continued success.

Listen to Tom Gargiulo on The Speed of Culture podcast for insights into building a high-growth brand, leveraging AI in marketing, and thriving in a highly competitive category.

00:05:01 Earning Opportunities Through Grit and Initiative — Gargiulo reflects on his early days at the NFL, where passion outweighed the monetary reward. He balanced a demanding entry-level position with bartending on weekends, all while finding ways to stand out. Rather than waiting for tasks to be assigned, Gargiulo continually asked for more responsibility, proving his worth and carving his own path. By showing grit and a willingness to take on anything, he gradually earned a spot in important meetings. His journey is a testament to creating opportunities by being proactive and relentless.

00:09:00 Recruiting the Right Talent to Build a Winning Team — Gargiulo explains the importance of recruiting a hardworking, self-sufficient team that can operate with autonomy. He believes that empowering his team to succeed—or fail—and learn from their experiences is the key to fostering a winning culture. He emphasizes the importance of surrounding yourself with people driven to win and adapt quickly in a highly competitive market.

00:14:15 Harnessing AI for Competitive Edge — In today’s landscape, early adoption of AI is a “survival of the fittest” game. Bodyarmor leverages AI to deliver personalized content and forge stronger connections with consumers, setting the stage for long-term success. Brands that stick to traditional approaches risk being left behind, while those who embrace AI stand to revolutionize their industries. The sports drink category is on the verge of transformation, with AI leading the charge as a crucial game-changer.

00:19:03 Tapping into Fanaticism: Limited-Edition Collector Bottles — Bodyarmor’s marketing team took inspiration from the sports memorabilia market to create limited-edition collector bottles, tapping into consumer passion for sports stars. Gargiulo describes how the brand activated this idea through augmented reality experiences and exclusive content, connecting fans with Team Bodyarmor athletes. The initiative brought new life to packaging, demonstrating the brand’s innovative approach to product marketing.

00:25:04 Surviving in a Competitive Sports Hydration Market — The sports hydration category is dominated by a 65% market share leader, Gatorade. Bodyarmor faces this competition head-on by consistently innovating, expanding into new markets, and introducing unique functionality into its products. Gargiulo reflects on Bodyarmor’s competitive strategy, explaining that staying ahead of “ankle-biter” competitors and mimics like Prime is a key focus. The brand’s ability to adapt and grow within Coca-Cola’s powerful distribution network has also been critical to its recent success.

Matt Britton is America’s leading expert on the millennial generation having consulted for over half of the Fortune 500 over the past two decades. He is the Founder and CEO of Suzy and the host of The Speed of Culture Podcast.