Ty Haney
speaker
123 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Ty Haney’s voice in public audio — every appearance, attributed to the second.
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Appearances
No, no, they don't.
Yeah. So, so we kind of, I, I put on ice this idea of physical product brands with a shared backend because to you, I'd be. Yeah, became so obviously what I needed to do next.
Energy as a growth category has been on fire lately. I think we're seeing with a lot of the recent CPG exits with poppy, siete foods, etc. There's massive tailwinds behind better for you products. Energy as a feeling, it's a need state. And so it's not nice to have, it's need to have for many people and something that they're having or consuming multiple times a day.
At the end of the day, it was really solving for a personal pain point. And then it became so obvious to me that there's no clear winner brand in the clean energy category. Though it's from a financial standpoint and then just a need state standpoint, such an important category. And so I kind of joke, but it's been almost like a hobby project that's now gone to market and is turning on.
We just went into 900 targets. We have an amazing COO and team around it, and it's off to the races. My main focus really is on TYB. So I've been fortunate to take my time getting the product right and then have almost set it free with an operating team that does have deep beverage and CPG experience. And I get to play where it's fun on the product and brand side. But TYB is my main thing.
Alani Nu. Yes. Yes.
It's not, which is crazy. So the two things that we're up against, which just feel like no brainers that we need to replace, are synthetic caffeine. So synthetic caffeine gives you that jittery kind of like rocket ship up and crash.
Yeah.
And then fake sugar. So sucralose is in Alani Nu. Like they're still... ingredients that are not good for us and things that market themselves as healthy. We found essentially the most premium organic caffeine from the Guayasa plant. It's called Amity Maxx. That's what gives you the buzz of joggy. And then we've rounded it out with real organic juice, L-theanine, lime juice, and water.
It's very simple, but it gives you that spark, that focused, beautiful kind of buzzy energy. And as people going after it, like you and I and many of your listeners, it's a nice thing to have in your toolkit.
I'm not sure. But L-theanine paired with caffeine is a common situation and it's a really nice effect.
Mm-hmm. Mm-hmm.
Yeah, of course. We're replatforming loyalty. Loyalty that's actually fun to participate in. Forever loyalty between brands and fans, let's call it, has just been a point system where I, as a loyal fan, earn points based on how much money I've spent. TYB is very cool in that It's a rewards app, so you download it. It stands for Try Your Best.
And it's a new way to play a game with your favorite brands and then earn not only for purchases, but for completing challenges, things like creating content, referring a friend. Submitting reviews for your favorite products like you earn for a whole suite of actions that you take beyond just a transaction. And so it's a rewards app.
All of the best brands essentially live in your pocket through TYB. And it really allows for loyalty to become an identity or status thing. that works across multi-brands versus just kind of baked into one. And so, yeah, it's been a really fun thing to work on.
I think from a brand perspective, CYB gives brands an owned channel to own relationships with their most loyal superfans and then directly incentivize them for helping to grow. And so a lot of what worked at Outdoor Voices, we've now packaged into this platform and made it accessible. for brands. And I like to think of it as a game. It really is.
On the user side, you play with other super fans who are obsessed with brands like Rare Beauty or Glossier or Set Active or Say. You collect essentially badges, coins as you complete these challenges. And then you can unlock access to things, perks, PR boxes. exclusive access to product, etc.
So play, collect, earn on TYB and it's essentially a new way of creating a loyalty experience that you actually want to be part of.
Yeah, I think the holy grail is making community and your members of that community measurable. And forever, those relationships have been disintermediated by an Instagram or a TikTok where I, as a brand, go put all this effort into growing my community or following on Instagram, but I don't have...
any level of depth in terms of what the composition or kind of details around those people who are participants, supposedly. And so that's what owned means, is with TYB, as people join your community, anything that they're giving you in terms of zero-party data, preferences, insights, accesses,
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