Where Is IceShaker From Shark Tank Today?
Many success stories have come out of "Shark Tank" since its inception. The show has helped elevate various businesses and products into household names. According to Insider, Scrub Daddy, Bombas, and Squatty Potty are some of the top successful companies that gained publicity after appearing on "Shark Tank." While the show has turned products into overnight sensations, what happens when a well-known figure takes a turn pitching their idea on "Shark Tank"?
IceShaker is a brand that sells insulated protein shaker bottles. The creator of IceShaker is none other than former NFL fullback Chris Gronkowski. During his professional football career, he played for the Dallas Cowboys, Indianapolis Colts, and Denver Broncos (via IceShaker's website). As an athlete, Gronkowski routinely goes to the gym and invented IceShaker to fix a problem he said he and many gym-goers face on a routine basis.
In his "Shark Tank” pitch, Gronkowski said that many of your standard protein shaker bottles are leaky, poorly insulated, and odorous. Unsurprisingly, he touted the uniqueness of his company's bottles, which he claimed fixed all of these issues. According to the pitch, IceShaker's double-walled, insulated bottles can hold ice for 30 hours in a 75-degree Fahrenheit room (via YouTube). But is the fact that a high-profile athlete is the inventor behind IceShaker enough to convince the Sharks to bite?
IceShaker caught in a bidding war
IceShaker appeared on "Shark Tank" Season 9, Episode 4. To help pitch his brand, Chris Gronkowski was joined by his brothers: Dan, Rob, Gordie, and Glenn (three of whom are also former NFL players). In his pitch, Gronkowski sought $100,000 from the Sharks in return for 10% ownership in the company. While he said he didn't necessarily need the money, he wanted to partner with a Shark for their business expertise.
On "Shark Tank," entrepreneurs typically demonstrate their product and often allow the sharks to test out their product themselves. The Gronkowskis took it to the next level and challenged the Sharks to a game of flip cup. They defined the rules of the game as follows: The first team to drink the water and flip all their cups upside down wins, and the losing team has to drink out of a warm protein shaker cup. As one might reasonably predict, the Gronkowskis won, and the Sharks were able to try the IceShaker bottles in return.
When the Sharks questioned IceShaker's marketability, Gronkowski explained that the company made $80,000 in the first six months. All Sharks are interested in investing in IceShaker, competing in a bidding war for the brand. Kevin O'Leary offered $100,000 for 20% equity in the company. Guest Shark Alex Rodriguez and Mark Cuban proposed $150,000 for a 20% stake. Barbara Corcoran offered Gronkowski's original offer, and Lori Greiner negotiated $150,000 for 15%. Gronkowski suggested Greiner team up with Rodriguez and Cuban, but in the end, just Rodriguez and Cuban accepted Gronkowski's proposal of $150,000 for a 15% stake in his company.
So, where is the business now?
IceShaker shook up the shaker bottle industry
IceShaker's appearance on "Shark Tank" proved to be a financial success for the company. According to CNBC, IceShaker's sales grew from $80,000 to $3 million less than a year after the episode's airing. Before appearing on "Shark Tank," Ice Shaker bottles were only available in a 26 oz bottle, per its website. The company has since expanded to over 140 bottle selections, selling tumblers, jugs, and sports bottles in a variety of sizes.
In a "Shark Tank" update segment that aired as a part of Season 10, Episode 6, Alex Rodriguez didn't seem to have lost any enthusiasm for the business proposition. In fact, like many other companies that appear on the ABC series, business was continually booming. After witnessing an enormous increase in demand, Rodriguez aimed to help the business move into retail. The company expanded its operations considerably, beginning to sell its products in The Vitamin Shoppe, GNC, and Lifetime Fitness locations.
On the show, Greiner suggested revamping the company name to "GronkShaker," in order to market the family's recognizable last name. While it doesn't seem that will likely happen any time soon, limited edition "Gronk"-themed shaker bottles and products are available to purchase as part of the IceShaker's "Gronk Shop." It seems the Gronkowski family is still heavily involved in the brand. In fact, after retiring from football, Rob Gronkowski bought Rodriguez's stock in the company (via IceShaker).