Where Is RuckPack From Shark Tank Today?

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There are plenty of energy shots on the market today, but few were designed and tested by special operations military forces. That was a core component of the "Shark Tank" sales pitch for RuckPack Combat Nutrition, a nutritional shot and energy booster developed by Major Rob Dyer, a U.S. Marine who conceived the product while deployed with a special operations unit in Afghanistan.

Inspired by his fellow service members' nutritional needs on missions, Dyer created RuckPack as a healthier version of an energy shot. RuckPack provides a nutritional energy boost without relying on caffeine. Not only are caffeine jitters and crashes generally unpleasant, but as Dyer explained, they can be deadly in the field.

Dyer told the "What Would U Ask?" podcast that "Shark Tank" producers initially rejected his pitch, but he began mass-producing and selling RuckPack shots anyway. After the product received glowing coverage in an issue of Entrepreneur magazine, "Shark Tank" called him back for a Season 4 appearance. The call came just in time, too, as RuckPack's early success left Dyer struggling to keep up with customer demand.

Major Rob Dyer appeared on Season 4, Episode 10 of "Shark Tank," seeking a $75,000 investment in exchange for 10% ownership of RuckPack Combat Nutrition. Dyer planned on using the Sharks' money to keep up with high customer demand that was already overwhelming his young business.

The Sharks were intrigued by Dyer's pitch for RuckPack — "the world's first peak performance nutrition shot, and it was designed and tested by SpecOp forces." Dyer explained that the name came from the backpack carried by fellow Marines in the field, who couldn't waste space on anything unnecessary. Unlike some of the other unhealthiest energy drinks on the market, RuckPack was designed so that "you only have in there exactly what you need, and nothing else."

Several of the Sharks quickly bowed out. Daymond John simply had conflicts of interest, but Barbara Corcoran was uneasy about the many ownership stakes in RuckPack, and Mark Cuban disliked that Dyer had a day job — U.S. Naval Academy accounting professor — that wasn't the business. However, Dyer ultimately accepted an offer from Kevin O'Leary and Robert Herjavec, who both thought RuckPack needed to double the money — $150,000 for 20% equity.

Like other successful pitches, RuckPack experienced the so-called "Shark Tank" effect of enormous business growth, which included a $4 million deal to put RuckPack in over 8,000 Walgreens locations, and the debut of RuckPack shots with caffeine. Major Rob Dyer also used the post-"Shark Tank" growth to buy the Sharks out, paying them back their investment within four months of signing the deal.

But as Dyer explained on the "What Would U Ask?" podcast, he eventually felt that new leadership was needed and stepped aside. After several months languishing under a replacement who was a poor fit, new CEO Jimmy O'Brien Jr. oversaw several more years of success — around which point Kevin O'Leary revisited RuckPack for a 2016 episode of "Beyond the Tank," a series where the Sharks checked back in on their investments.

Dyer eventually returned as CEO, but RuckPack hit more difficulties thereafter. Its social media pages went inactive around 2024, and customers claimed the website was down. However, Dyer's brainchild may have recently been saved, thanks to a fellow Marine Corps veteran. In January 2025, Buck Holly, founder and CEO of the firearm accessories company C&H Precision, bought a controlling share of RuckPack — and kept Dyer on as a partner.

Unlike fellow Season 4 "Shark Tank" alum PRO-NRG, RuckPack is still in business, though with its recent acquisition, it appears to be in a state of flux. Its social media pages remain dormant or entirely gone. Products listed for sale on RuckPack's website all carry a notable disclaimer that they are past their expiration dates, though still safe to consume.

However, on C&H Precision's online store, RuckPack products are disclaimer-free. RuckPack is also featured in a slideshow on C&H Precision's main page, yet conspicuously absent from a list of products at the bottom of the page.

Given how recent the acquisition was, it's possible that C&H Precision is in the process of folding RuckPack's retail business into its existing retail structure. This could simplify operations and keep costs down, which might be important for a brand whose cash flow has historically waxed and waned.

Information on the future of RuckPack is scant. Upon acquiring a controlling stake in January 2025, Buck Holly signaled a desire to grow the business with new products, while staying committed to its founding principles of health-forward energy solutions inspired by mission readiness.

According to a report in SGB Media, Holly said, "Our goal is simple: To provide consumers with better options that fuel their energy needs and cognitive functions without compromising their health." He added, "This partnership [with Rob Dyer] underscores our commitment to redefining what energy drinks and supplements can and should be."

As of now, no new RuckPack products have come to market yet. If any are in development, they remain company secrets. But with new ownership excited about the possibilities ahead, it seems like RuckPack will likely remain alongside Celsius and Lotus Energy as one of the rare energy drinks that are healthy. 

According to Rob Dyer's LinkedIn profile, he retained the title of CEO at RuckPack, where he remains in a major capacity nearly 20 years after founding the company. But that's not the only iron that Dyer has in the fire. He is also CEO of Eagle Tech Corp, a company providing professional computer services such as cloud storage, cybersecurity, and IT management.

Dyer's LinkedIn also lists a part-time role as Director of Operations for Torn Warriors. It is a non-profit that helps disabled veterans and active-duty service members get the gear, training, and opportunities they need to get involved in extreme sports like off-road racing and competitive shooting.

Even though Dyer's three jobs exemplify what Mark Cuban feared was a lack of business focus from the Marine, Dyer and RuckPack alike seem to have productive and profitable futures ahead. "Shark Tank" is available for purchase on Prime Video.