FluidLogic Raises $15M for Motorsports Hydration, Eyes Consumer Market

The California company creates hydration systems for Nascar and IndyCar drivers. It’s also planning to launch products for fitness enthusiasts

FluidLogic, a California company that creates advanced hydration products for race car drivers and soon, members of the United States military, has raised $15 million in a Series A extension round that will see the brand launch new direct-to-consumer products.

Solyco Capital, a Michigan-based private equity firm, led the funding round. FluidLogic’s existing athlete investors include NBA player Jrue Holiday and his wife Lauren Holiday, a former pro soccer player, former NFL player Kyle Rudolph, and Nascar legend Jimmie Johnson.

Founded in 2016, FluidLogic creates in-vehicle hydration systems for Nascar, IndyCar and other motorsports athletes. Its flagship products attach into drivers’ helmets to deliver water on-demand, eliminating the need to grab a water bottle while racing. The systems are integrated into a vehicle’s steering wheel, with a light that alerts drivers when it’s the optimal time to drink more.

According to FluidLogic, its products are used by a substantial amount of IndyCar and Nascar drivers, as well as Baja 1000 Series winning cars. FluidLogic athletes include Nascar drivers Tyler Reddick and Ricky Stenhouse. Jr., among others.

As evidence of the power of advanced hydration, the company points to a study of 20 professional race car drivers which found that on average, lap-time speeds decreased by 5 seconds for each driver using a FluidLogic system.

“Hydration is a driving pillar of peak performance,” said Sara Blackmer, FluidLogic’s CEO who is also a senior partner at Solyco Capital. “It improves reaction times, sustains focus, increases endurance, and prevents overheating by improving heat tolerance.”

FluidLogic is also planning to launch hydration products for the military and everyday fitness enthusiasts.

The company recently received $1.9 million from the U.S. Air Force to develop an “ecosystem of intelligent wearable and in-vehicle hydration systems” for military personnel. That builds on $750,000 that FluidLogic previously received from the Department of Defense.

Meanwhile, with the new Series A funding, FluidLogic plans to develop direct-to-consumer hydration products in the adventure sports and outdoor endurance categories. Those products are set to launch in early 2025, the company says.

FluidLogic’s funding round comes as brands and investors eye the advanced hydration and nutrition space. In July, Swedish brand Maurten raised 20 million ($21.7 million) for its patented hydrogel technology, which allows athletes to consume more carbohydrates per hour without stressing the stomach.

This past summer, Daring Foods founder Ross Mackay launched Cadence , a brand offering ready-to-drink, mineral salt-based hydration beverages.

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