Tom Smith

Founder @ RYSE — Building, designing & decoding breakthrough brands in health & performance. Amateur gravel athlete, full-time cat dad.

[Tom Smith @AvydTom]

@sonii Albion Online is popping right now!

[Tom Smith @AvydTom]

@itsolelehmann Cowork

[Tom Smith @AvydTom]

@PathOfMen_ Cycling.

[Tom Smith @AvydTom]

Completed my Track Cycling Accreditation (L1–4) at Derby Velodrome yesterday.

No brakes. No gears. Fixed wheel. Riding centimetres apart at high speed.

Safe to say I’m hooked. 😅

[Tom Smith @AvydTom]

@Dom_Sacco Didn't even know it has launched? I swear I didn't see a single launch or marketing campaign. I was excited for this game as well lol

[Tom Smith @AvydTom]

Why this category wins:
→ Same occasions.
→ More function.
→ Better outcomes.

Consumers aren’t just choosing drinks anymore, they’re choosing outcomes.

This health-conscious behavior shift created the opportunity.
Now brand strategy will decide the winners.

10/10

[Tom Smith @AvydTom]

Functional drinks aren’t a trend.
They’re a behavior shift in what we consume — and why.

“Functional drinks” = beverages with a purpose.
Whether that’s for energy, focus, calm, gut health, hydration, or recovery.

🧵 1/10

[Tom Smith @AvydTom]

🍺 Alcohol-free (for healthier rituals)
Partake, Grüvi, BERO, hiyo → same ritual, less downside.

9/10

[Tom Smith @AvydTom]

💊 Vitamins (for immunity)
Suja Life, VITHIT, Vitamin Well Group → “daily maintenance” in drink form.

[Tom Smith @AvydTom]

💪 Protein (for muscle recovery)
Huel, Vieve, Protein Water Co → making protein convenient, not intrusive.