Life Time Adds Bioidentical Ketone Drink Brand to LifeCafes

Kenetik, a ketone-packed clean energy drink brand, has announced an alliance with the luxury athletic country club operator as performance-boosting beverages gain steam

Kenetik, makers of the first bioidentical ketone drinks, has been added to over 150 Life Time LifeCafes and has become a new presenting sponsor of the Leadville Trail 100 MTB, an off-road cycling event, as well as a sponsor of the Life Time Grand Prix presented by Mazda.

The luxury athletic country club now offers three flavors of Kenetik’s plant-based ketone drinks in ready-to-drink cans.

“Our mission is to fuel mental clarity, physical resilience and long-term well-being among both men and women and at all levels,” Kenetik’s co-founder and CEO, Devon Price, said. “This alliance with Life Time fits perfectly to positively impact health-conscious consumers in their quest to live healthy and happy lives.”

A Toast to Health

Devon co-founded Kenetik alongside his brother, Peter, as a clean energy drink brand that supports health without caffeine or sugar.  The drinks each contain 12 grams of bioidentical ketones and come in flavors such as Blackberry Lemonade, Strawberry Peach, and Pineapple Passion Fruit. In addition to its cans, a ready-to-mix concentrate is also available as a travel-friendly option, ideal for endurance athletes.

The performance beverage space has seen considerable activity this year, from mushroom-infused energy drinks to salt-infused drinks .

This week, C4 owner Nutrabolt and actor-investor Kevin Hart are in Las Vegas at the National Association of Convenience Stores show to unveil three new flavors from the C4 Ultimate Energy Line, packaged in a 16-ounce can that transitions from silver to blue, indicating that the drink is cold. Non-alcoholic brands are also charting a similar course as consumers reach for better-for-you drink options. Athletic Brewing secured $50 million in a round led by General Atlantic and purchased a third brewing facility to ramp up production.

Life Time Continues to Soar

Life Time is among one of the high-end fitness operators that are experiencing a highly engaged and loyal base, according to a recent report from Placer.ai, which noted the club brand is “flourishing,” despite some consumers tightening their purse strings.

The premium lifestyle operator has filed a patent to create an improved ball for pickleball and raised its revenue guidance to between $2.56 and $2.59 billion following strong second-quarter performance.

“(Life Time) — it’s everything to our members,” Life Time CEO Bahram Akradi told investors over the summer on an earnings call. “It’s their social place, it’s their beach club, it’s their programs, it’s their network. Yes, they get a workout, and we are constantly working on how to improve those things from a member’s point of view.”

Life Time is set to report its third quarter financial results on October 24.

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