Not every performance brand is built in a boardroom. Some start in the middle of long shifts, tough environments, and real conversations about what actually works. Huztle Co is one of those brands—shaped by firsthand experience and designed with a clear audience in mind: the American workforce.
Founded by Jordan Borgens and Kade Heibeck, Huztle reflects a shared background rooted in hands-on work, discipline, and a constant push to improve. Their journey didn’t begin with a polished product line or a marketing strategy. It began with a simple question: why do so many hydration and energy products fall short for people who rely on them most?
From Job Sites to Product Development
Before launching Huztle, both founders built careers as journeyman linemen—an industry known for long hours, unpredictable conditions, and high physical and mental demands. It was during these workdays that they realized the normal energy drink and gatorade routine wasn’t cutting it.
The early solution became known as “The Pinky,” a mix of hydration and energy powders that workers would combine to get through the day. While it served a purpose, it also revealed a larger issue: existing products often required compromise. Users had to choose between hydration or energy, or rely on makeshift solutions that fell short on quality beneficial ingredients.
That realization became the starting point for Huztle Co.
A Brand Focused on Quality, Not Categories
Huztle doesn’t position itself strictly as a hydration company or an energy brand. Instead, it centers its identity around quality and functionality. The goal is to create products that fit into demanding routines without adding unnecessary complexity.
The brand’s guiding philosophy—“Built by the people, for the people”—reflects this mindset. It speaks to both the founders’ background and the audience they aim to serve: individuals who value reliability, efficiency, and practical solutions.
Rather than following trends, Huztle focuses on refining a product experience that aligns with real-world use. This includes paying attention to formulation, usability, and how products perform over the course of a full day—not just in short bursts.
What Sets Huztle Apart
In a crowded market filled with bold promises and flashy branding, Huztle takes a more grounded approach. Its differentiation comes from a few key areas:
1. Combined Functionality
Huztle’s products are designed to deliver both hydration and energy in a single format. This eliminates the need for multiple products or improvised combinations, streamlining the user experience.
2. Thoughtful Ingredient Selection
The brand emphasizes clean, straightforward ingredient profiles. This includes hydration-supporting components, energy sources intended for more gradual release, and nootropic-inspired elements that may support focus. Importantly, the brand avoids overstating outcomes, instead focusing on how these elements work together in a balanced way.
3. Real-World Testing and Perspective
Because the brand was developed by individuals actively working in demanding environments, its design is informed by practical use cases. This perspective influences everything from product format to overall positioning.
4. Consistent Identity
Even small details—like the continued use of pink as a signature color—tie back to the brand’s origins. It’s a subtle but intentional reminder of where the idea began and how it has evolved.
The Founders Behind the Brand
Jordan Borgens grew up in a small Montana town and pursued a career in linework shortly after high school. His work took him across the country, exposing him to a wide range of environments and challenges. These experiences helped shape his understanding of performance and the importance of reliable tools.
Kade Heibeck, originally from Michigan, followed a similar path built on hard work and technical skill. His interest in building and problem-solving naturally extended into product development. As a husband and father, he also brings a grounded perspective to the brand—balancing ambition with long-term purpose.
Together, their partnership reflects a shared vision: creating something that represents the lifestyle they’ve lived and the people they’ve worked alongside.
Designed for the Demands of Everyday Life
Huztle Co is built for individuals who need to perform consistently, not occasionally. That includes tradespeople, outdoor enthusiasts, professionals, and anyone navigating a demanding schedule.
The brand doesn’t position itself as a shortcut or a replacement for discipline. Instead, it aims to be a supportive part of a broader routine—something that helps users stay prepared and maintain momentum throughout the day.
Moving Forward with Intention
As Huztle continues to grow, its focus remains on maintaining quality and staying connected to its audience. The founders have emphasized that future products will follow the same standard: practical, well-considered, and aligned with real needs.
In an industry where messaging often outpaces substance, Huztle Co offers a different approach—one shaped by experience, guided by purpose, and built with the people it aims to serve in mind.
Written in partnership with Tom White
